The article argues that in the creative process, media planning is frequently overlooked, leading to ads that do not resonate with their intended platforms or audiences. By placing creative ideas before media considerations in presentations, brands miss critical insights about audience engagement and platform-specific needs. This traditional sequence reinforces the misconception that media is merely a logistic function, rather than a strategic driver of brand experiences. Prioritizing a media-first approach encourages more effective and innovative campaigns that are aligned with audience behaviors and expectations.
Too often, the creative process sidelines media, generating content ideas that are disconnected from audiences or platforms. Media should be integral, not an afterthought.
Media isnât just buying ads; itâs about building targetable audiences and understanding media habits. This critical role drives innovative and impactful campaigns.
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