Media 101

In the latter half of the week, I was fortunate enough to tour a few media specific agencies. This places are HUGE and process work on multifaceted platforms. I would like to note the sometimes ignored part of advertising is the numbers and the stories behind them. In strategy, they talk about the brand and the culture and the industry. This drives/fuels creative, but in my opinion, there is something to be noted about media being another fueling agent of creative. A media planners role is to deep dive into audiences and their platforms of choice to better creative to be curated to audiences (GroupM). This essentially, in my own opinion, meant that media can drive creative concepts by telling stories through numbers and platforms. The ability for a creative to come up with an idea is great, but without a platform that will meet KPI’s and bring ROI to a company, it’s just creative. Remember to keep into consideration with your ideas why they work on specific platforms and how the brand can position itself there. There is something to be said about creative working closely with the planning departments… Food for thought.

James Mcandrew.