Situation Bob’s was acquired by EH+Y client Restaurant Enterprises Group, then owner of Coco’s and Carrows. Bob’s media was currently being placed by one of the country‘s largest buying services. Based on our performance for Coco’s and Carrows, we were asked to evaluate the Bob’s media effort. A detailed audit of the media plan revealed that the buying service had relied on faulty data in defining Bob’s target audience and failed to purchase the daypart mix called for in their own plan. Compounding the problem, inefficient buying had resulted in over 40% of the schedule being 10-second spots, with a high percentage of the buy being low rated programming. A direct cost comparison demonstrated that Bob’s was paying 18% more on a cost per point basis than EH+Y clients in the same markets. Result EH+Y used CREST, Scarborough and Nielsen demographic research data to pinpoint Bob’s primary target audience and constructed a plan that put the media weight into the highest indexing/most efficient TV dayparts. We focused the buy on highly rated network affiliate programming and replaced a significant portion of the 10-second spots with much more effective 30-second commercials. We also negotiated many sponsorship billboard announcements to increase the impact of the schedule. This higher quality, less expensive schedule translated directly into improved sales.