We all know that award-winning campaigns are created when media and creative departments work together. In the past it was traditionally a creative lead idea that was placed in a form of media like TV, Print or Digital. But in today’s anything is possible, digitally forward world, I believe we are starting to see media become the hero (Harry Crane would be proud that the computers are really working).
As I reviewed the top “creative” campaigns from this past year to me they had one thing in common, really smart creative media placements:
Here are some award winning examples:
- Geico “unskippable”: I can argue this was a media led idea that was brought to life with creative.
ALS Ice Bucket Challenge on Facebook: A great example of the power of social media, without Facebook this campaign would have never caught on.
Dominos Pizza Emoji: Using the media as the message, it was a smart way to bring a simple idea to life.
Taco Bell “Blackout”: Again, the power of social media.
Every example took full advantage of their media placement. Without the media, the creative idea doesn’t work.
We live in a world where consumers see up to 5,000 ad messages a day and consume over 8 hours of media daily. It’s easy for a message to get lost. The days of a :30 TV spot, print ad or even rich media display ad have passed. For a campaign to standout Brands, Agencies and Media Vendors need to work collaboratively, not in silos.
As we move into the mobile, social, programmatic, native, virtual reality, content, data-driven future, I believe it’s time for the media team to move from shotgun into the drivers seat.