Media and creative work hand-in-hand. I think separating them years ago was a mistake, and the industry suffered because of that," said Greg Hahn, cofounder and chief creative officer at Mischief @ No Fixed Address.
We've worked in places that tout integration and bespoke solutions. But the reality that I know many clients have experienced is a couple of forced IAT [integrated agency team] meetings," said Kerry McKibbin, partner and president at Mischief @ No Fixed Address.
Being in the mix when creatives are brainstorming and being able to react to it as a media person makes for stronger comms plans and media plans that all work together," said Kristie Lee, executive director of media.
For Peet's, media and creative teams worked in tandem to launch a "disloyalty" program, which allowed it to conquest other coffee chains' loyalty members with smart media placements.
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