This post is by Julian Barrans, Business Director, Asia for TrinityP3. Julian has worked as a business, marketing and branding professional for over 30 years, with more than half of that time in the APAC region, working both client side and agency side. A creative business leader who truly understands the importance of team building, working with the right partners as well as making decisions based on sound business strategy and practices.
While some may disagree with this proposition ….let’s consider what’s going on.
Are there more brand challenges that need solving by finding that creative ‘big idea’ versus media planning/buying to target better with greater efficiency?
There’s no doubt that ideally the brand needs creative and media working hand in hand so it should be both that are focused on to get the strongest result for the business.
Though when you think about the campaign brief it usually focuses on developing the creative ‘big idea’ and considers media as a more executional consideration to reach the target audience rather than being integral to the brand campaign solution needed.
So already marketers are putting more time into the creative challenge.
This is exacerbated by the divide between the ‘lead’ creative agency and media buying agency often being different entities and often not always working together seamlessly. This issue can also be compounded where internal marketing structures reflect the agency roster structure and there’s a media director/manager between the brand manager and the media agency.
For that matter there may also be a marketing services or marketing communications manager in the mix too.
Roles, responsibilities, capabilities all need to be considered carefully, ensuring clarity across the agencies and marketing team to get things working effectively here for both creative and media to be working together to deliver the optimal brand solution.
Often the focus on media, beyond consumer audience targeting, is around lowest price to either stretch budgets or to deliver individual campaign ROI measurement/achievement. Continue reading “Why marketers focus more on creative rather than media challenges”