Using media is not merely about planning and buying anymore. It is about thinking. It is about ideas, as well as numbers. This requires a different kind of person from the traditional number cruncher who stayed miles away from the creative department. The new media person must be a real ad enthusiast, the kind of person who does not go to the bathroom or get a beer the moment the commercial comes on.
The media department is the new creative department. And when it is working properly it can be the lead factor in getting a message under the radar.
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