For a communications agency in the Benelux we built something that did not exist inside AdComPro before: a media monitor. Since 1 January 2025 it has indexed roughly two million online news articles from the Netherlands, Belgium and Luxembourg. When the agency’s staff log in in the morning, the articles that matter to their clients are already waiting for them.
The morning overview
Start the day with what was published
Every PR consultant knows the ritual: coffee, a stack of news sites, a search on each client’s name, a scan of the trade press. It takes the better part of an hour and it is never complete. The monitor takes over that ritual. Overnight it reads the online press and matches every article against the clients, brands, people and topics the agency follows.
The result is one overview on the dashboard: the relevant articles of the past day, grouped per client, with the source, the moment of publication and a short excerpt. Click and you read the piece. The consultant sees in a minute what used to take an hour, and nothing that was published slips through because someone did not think to search for it.
Crisis communication
Know it the moment it goes online
In a crisis, a morning overview is too slow. For that the agency switches on a monitor: a watch on a client, a subject or a set of keywords that checks continuously instead of once a night. The moment an article appears that meets the criteria, the crisis team is notified and can open it straight away. Whether a response is needed is a human decision. That it is possible within minutes rather than the next morning is the difference the monitor makes.
Two million articles
A Benelux archive you can search
Because the monitor has been indexing since the start of 2025, the agency also has an archive: around two million articles from the Benelux, searchable by client, topic, source and period. How often was a brand mentioned last quarter, in which media, in what tone, and how does that compare with the quarter before? Questions that used to mean a separate subscription and an export are now answered from within the same application the agency already uses for its projects and hours.
Fewer tools
One application instead of five
This is what version 2 of AdComPro was built for. A communications agency typically runs a media monitoring service, a clipping tool, a project system, a timesheet and an invoicing package side by side, and spends time carrying information from one to the other. The monitor is a module like any other: it lives next to the projects, the hours and the reports of the same client. A consultant reads an article, logs the time spent on the response on that client’s project, and at the end of the month it is on the report. No exports, no double entry.
The monitor was built for one client, to that client’s specification. That is how custom modules work at AdComPro: we build what your organisation needs, and it becomes part of your application. Curious what that could mean for your agency? Read about custom modules or get in touch.