Bigmouthmedia and Steve Leach: Managing Growth and Continuity

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Case Details:

Case Code : LDEN062
Case Length : 17 Pages
Period : 1997-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Bigmouthmedia Ltd.
Industry : Digital Marketing
Countries : UK; Europe; USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

Their venture into the digital marketing space clicked and by the end of 2006, Bigmouthmedia had become one of the leading players in a fast growing but highly fragmented industry. This was the time that Leach decided to sell Bigmouthmedia to one of the leading digital marketing companies in Europe, Global Media GmbH (Global Media). He reinvested most of the proceeds of the sale to acquire a 40 percent stake in Global Media. After the integration of the two companies, Leach was appointed CEO of the combined entity in 2007 and the company was rebranded as Bigmouthmedia by the end of the year. Leach found himself at the helm of a company with a global presence. After that, the company had gone from strength to strength, according to analysts.

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As of 2009, Bigmouthmedia was the leading agency for full search in Europe. It offered its clients Internet marketing services such as search engine marketing⁴, search engine optimization (SEO), pay per click management⁵, display advertising⁶, affiliate marketing⁷, brand protection⁸, etc...

Excerpts >>

4] Search marketing is a kind of marketing on the Internet that helps companies increase their visibility in search results of search engine pages. These are of two types - search engine optimization (SEO) and search engine marketing (SEM). SEO improves the client's standing in the normal, or 'organic', search results that search engines such as Google return to users; SEM entails keyword-hased pay-per-click (PPC) form that allows organizations to bid on keywords and make sure that its brand comes higher up the search engine's paid-for listings.
5] Pay per click management is an Internet-based advertising used on blogs, search engines, and advertising networks. In this technique, the publisher pays its host only if the ad is clicked on.
6] Display advertising is the most popular form of online advertising worldwide. It is used for advertising products, services, and websites, and for displaying a person's opinion on a particular topic.
7] Affiliate marketing is a form of Internet marketing wherein the company rewards individual affiliates or a group of affiliates for every customer brought by the marketing efforts of the affiliate.
8] Brand protection refers to probing the web to make certain that the brand owned by company is not misused by other companies. Several agencies and legal advisors are also involved in curbing these activities.

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