When I started in marketing, way back in the mid 90s, life was a little simpler because the media and the creative were both under one agency roof. The meetings were simple: you’d see your various TV script options, give some feedback and then the room would go silent and the account person would say “now let’s look at the media plan” and the media person would take you through a 15 page presentation on where else the idea of your TV script could go. You’d see some magazine, OOH and even some sampling idea. There was no internet advertising yet.
Then one day, our media folks from our agency were spun off, had a new name, moved offices and had a new President. But still owned by WPP. It now just meant we had two presentations and the Brand Leader now had to make sense of things and try to piece it together. About a year into that new relationship, I was sitting there confused and asked the question: ”So what comes first, the media choice or the creative idea?” The room went silent for about 5 minutes. Then of course both sides talked over each other, both saying it was them that came first.
Media is an investment against your strategy and creative is an expression of your strategy. But both media and creative are only useful if they connect with consumers. Great advertising must connect through very insightful creative that expresses the brand’s positioning and told in a way that matters to those who care the most. And yet, great adverting must be placed within the consumers’ life where it will capture their attention and motivate them in the expressed desired way to meet the strategy. So really, the consumer comes first and strategy comes second. But media and creative need to work to jointly capture the consumer and deliver the strategy.
The Problem now rests with Brand Leaders. While one could theoretically argue that if the Big Idea of the advertising is so big, it should work in every medium, that’s just not true in reality. Some ideas just work better in certain mediums. And yet the media people could also theoretically argue that if you go for the most efficient and effective media option, the media will do the work for you. That’s also not true. It’s too bad that ad agencies broke apart. Because agencies could make a lot more money if they continued to answer this question on behalf of their clients.
The three questions you always need to keep in your head at all times: 1) where is your consumer 2) where is your brand and 3) how does the creative idea work?
You should really understand who your consumer is, and who they are not. You need to make sure you understand the insights about them, because it’s those insights within your creative that allow you to connect with them. They’ll say “they get me”. You should always be mapping out a day in the life of your consumer. Get in their shoes and say “what does my consumer’s day look like and how will my message fit or interrupt their life?” Take a “be where they are approach” to your media.
First thing you have to do is consider where your brand is on the Brand Love Curve where brands go from Indifferent to Like It to Love It and all the way to Beloved. At INDIFFERENT, it’s about announcement style such as mass media, LIKE IT becomes about separating yourself from the competition while LOVE IT and BELOVED you’ll start to see the growing importance of event marketing to core users or social media as a badge of honor to share with others.
The best advertising should draw ATTENTION, be about the BRAND, COMMUNICATE the main message and STICK in the consumers head long beyond the ad.
But in the reality of advertising, not every ad execution will be able to do all four of the ABC’S. When I’m in the creative room, I try to think about which of the two ABC’S are the most critical to my strategy. If it’s a new product, I need Attention and Communication, if it’s in a competitive battle I need Brand and Communication, and if I’m the leader with a beloved brand, I need to make sure it’s about the Brand and it Sticks.
I hold off on making any media decisions until I see the creative idea and how it is expressed in a few media options. With all the potential media now available, I ask for 3 executions of each big idea. I want to see it in:
Sounds simple, but once I see all 3, it helps me to know that the idea has legs beyond one medium. It also enables me to begin matching up creative elements to the most optimized media options on the table.
The “Video” ask would work in TV, movie theatre, viral video or even on a website. The “Billboard” could be traditional billboard on on-line billboard, website cover or even on the back of a magazine. The “Long Print” would help with a print ad, social media stories or even a blog on your website.
With 3 simple asks against each creative idea, I would cover off most of the traditional media options. Now I can engage with the Media Agency, knowing how the creative idea would work against any of their recommendations. I’ve done the work that the agency would have done back in the 1990s before they broke apart.
While the media agency owns the media math that blows your mind, here is some simple client side media math.
Ask your creative team to deliver a Video, Billboard and Long Copy Print.
photo credit: zetson via photopin cc
Graham Robertson: I’m a marketer at heart, who loves everything about brands. I love great TV ads, I love going into grocery stores on holidays and I love seeing marketers do things I wish I came up with. I’m always eager to talk with marketers about what they want to do. I have walked a mile in your shoes. My background includes CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. I’m now a marketing consultant helping brands find their love and find growth for their brands.
Website: www.beloved-brands.com | Twitter: @grayrobertson1