22 Feb Buying around the creative and not the media.

Often times, we will be asked to create a media program with no reference to what the creative is. In the past, this might have worked, and sometimes for us, this is still a viable way to approach finding a solution.

However, great ideas should have a substantial impact on the media placements. If an idea is created that involves a little boy dreaming big and showing off his leadership skills to promote a product for his mother in a natural way, tugging at a mothers heart strings, we might not want to put the ad in a female heavy media placement. We might want to explore something deeper with a sports property that shows the relevant creative to a contextually accurate enviornment.

This article from digiday about Clarins and the approach to market is a great example of a creative media process.
Kudos to their agency Maxus.

The take away for us is the same, challenge yourself and your agency to be more creative in the overall planning and execution of a campaign.  Its easy to simply buy a spot on tv and create a commercial.

http://digiday.com/brands/new-campaign-aimed-millennials-clarins-finally-going-big-digital/

The challenge of advertising is trying to cut through the clutter and get people to have a transaction with you. As we always discuss,  that transaction can be emotional, physical or monetary.  It is rare that a company can win the chess match of advertising in only a few moves. It’s more of a coordinated attack with a full understanding of all the pieces on the board.  Don’t let consumers checkmate you.