Media Companies:
...and in the darkness bind them!
I know this is an odd blog article but this was something that was brought to my attention recently and I really thought it made sense.
It seems that in my experiences working with Ad agencies all over the globe, there is no system out there that can please all the parties involved in delivering an ad to the consumer.
If you build a system for the creative team, the analysts will hate it. If you build a system for the analysts, the creative folks will hate it. The very tasks that the various roles perform make it almost impossible to find a common ground. However if you look closely at the process of delivering an advert, you can find something that is consistent throughout, no one does anything without the media companies data. The media planning provided by media companies, such as OMD and PHD of Omnicom Group, is the foundation on which any successful ad campaign is built.
The media plan drives everything from how much money do we need spend, did we actually spend, to how big is the creative, who are we showing this to. Without these critical details and more you would be putting adverts for snow in front of Eskimos at exorbitant costs. These details have enabled folks to build systems that can drive the entire process from start to end, creating a common platform for all the people involved to communicate and share as the campaign evolves.
I plan to expand on this over the next few days so please keep checking for updates.
I know this is an odd blog article but this was something that was brought to my attention recently and I really thought it made sense.
It seems that in my experiences working with Ad agencies all over the globe, there is no system out there that can please all the parties involved in delivering an ad to the consumer.
If you build a system for the creative team, the analysts will hate it. If you build a system for the analysts, the creative folks will hate it. The very tasks that the various roles perform make it almost impossible to find a common ground. However if you look closely at the process of delivering an advert, you can find something that is consistent throughout, no one does anything without the media companies data. The media planning provided by media companies, such as OMD and PHD of Omnicom Group, is the foundation on which any successful ad campaign is built.
The media plan drives everything from how much money do we need spend, did we actually spend, to how big is the creative, who are we showing this to. Without these critical details and more you would be putting adverts for snow in front of Eskimos at exorbitant costs. These details have enabled folks to build systems that can drive the entire process from start to end, creating a common platform for all the people involved to communicate and share as the campaign evolves.
I plan to expand on this over the next few days so please keep checking for updates.
posted by Alex Charalambides | 8:39 AM
1 Comments:
Hmmm...interesting that you feel like that. While I can see your point, my experience over the last few years leads me to the opposite end of the spectrum. I think the creative stuff is more difficult to define, and execute, while the media side is a matter of maths, mostly.
Part of this probably comes from the differences in the agencies we've worked with, and their respective clients. As someone will less artistic inclination than yourself, I have wads of respect for those who possess it.
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