Because although Burch and Fields split the media function - Burch quipped that they'd love to coin "splitsies" as an official media term - the media strategy is holistic. "We're honestly looking at the media budget as a whole," Burch said.
But when they collaborate closely, going "splitsies" makes sense, said Jennifer Burch, Hasbro's senior director of global media. Burch oversees all aspects of Hasbro's media planning and execution.
When I talk to some other companies, I'll often hear the brand person say, 'I have no idea what they're doing in performance retail,' Burch said. "But we both always know what the other person is doing."
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