Animal Healthcare Provider Recovers Millions in Product Value
Client sought to recover millions in distressed inventory value
An industry-leading Animal Healthcare provider had $4MM of excess pet medication that could no longer be sold due to product reformulation and resultant packaging change.
Midas paid the Client the full wholesale value for the medicine using $4MM of WPP-backed trade credits, which the brand could use to offset the cost of media planned by a non-GroupM agency using their costs. After analyzing plan requirements, Midas was able to purchase national cable TV, CTV, local broadcast TV and various digital publisher partnerships using a combination of 88% cash/12% trade credits
million in value creation
Redeploy these dollars against new marketing and external media initiative's
Creation of a strategic solution for distressed inventory excess
Midas was able to restore the full $4MM value of the distressed asset that would have otherwise been destroyed (without any liquidation proceeds), through savings on media created through the application of trade credits.