Reasons to be Cheerful: Rebalancing of Creative and Media Skills

Enough of The Smiths let39s instead focus on Ian Dury and try to cheer ourselves up if only a littleI39ve always found extremes uncomfortable Back in the day when everything in advertising agencies bent to the latest whims of the creatives us media guys chuntered onDidn39t these people care if it didn39t work Had they never read Ogilvy How the hell was I supposed to buy twominute commercials on that budgetAnd yet halcyon days Creativity ruled the roost a greater proportion of ads than today were memorable client production budgets were extravagantMy friend Pam Vick at Caspia Consultancy was this week recalling her days as a Leo Burnett suit on the Cadbury business and receiving a call from the Milk Tray quotWaterfallquot shoot quotPam amp8211 we39re going to need two more speedboats amp8230quotHow the pendulum has swung to the other extreme The calls now are for more likes more clicks better algorithms more impressions The media guys are omnipotent By the way when did an expertise in online media qualify you as a quotmarketing expertquot Did I miss the accelerated learning programExtremes are bad in just the same way that creative people largely ignored most media stuff now far too many media people couldn39t care less about the creative workBut there are signs of hopeThe penny may not have reached the ground yet but it is dropping Survey after survey shows that people don39t like or trust advertising and specifically online advertisingThis is becoming recognized as an issue Too much repetition too much spooky targeting too interruptive too omnipresentAnd it doesn39t workAd agencies are talking the betterinformed media agencies are concerned the criticism of the large platforms grows louder How far off that promise to encourage conversations between consumers and brands seems And how irrelevantClients are becoming aware and engaging in the issueOut of concern will come action a rebalancing of creative and media skills Better ads placed in the most appropriate channels and measured extensivelyNo longer will the cry quotFacebook has gazillions of people everyone uses it we must be on it and they tell me all I need is two secondsquot be heard throughout the land The number of advertisers believing this rubbish will declineMedia people will work better Less blind reliance on machines and formulas more using machines and formulas as tools to create impactful campaignsLess obsession with audit pools CPM and naamp239ve assessmentsMore paying attention to attention on how to engage entertain and delight the audienceMore of an appreciation of context thank you Andrew Tenzer and Reach less of a mistaken belief that all impressions are equalA greater acceptance that quotnegotiationquot means quothow can I get what I have worked out is what the client needs for lessquot not quothow does this benefit mequotMore concentration on planning on understanding that a plan combines numbers and creativityIt39s time to celebrate great work and great work emerges from a collaboration across many partiesIncluding TV Including social media Including influencers Including DM Including algorithms Including mavericks in all disciplinesIncluding Hammersmith Palais and the Bolshoi Ballet And if you get that reference amp8230 I salute youEditor39s note We realize the folks in the photo at the top are not wearing masks or social distancing But in keeping with the spirit of this column we can dream of a return to quotnormalcyquot can39t weClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Reasons to be Cheerful: Rebalancing of Creative and Media Skills

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Brian Jacobs

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