Why marketers focus more on creative rather than media challenges
Are brand challenges solved by finding that creative ‘big idea’, or is media planning/buying more important? TrinityP3’s Julian Barrans explores the tension.
There’s no doubt that ideally the brand needs creative and media working hand in hand so it should be both that are focused on to get the strongest result for the business.
Though when you think about the campaign brief it usually focuses on developing the creative ‘big idea’ and considers media as a more executional consideration to reach the target audience rather than being integral to the brand campaign solution needed.
So already marketers are putting more time into the creative challenge.
5-30% ROI from Media
70-90% ROI from Creative
Creative is what people react to.
Without good/relevant/timely/audience first creative you’re drastically reducing your potential return.
And how are you measuring this ROI from a Creative POV? Because you are right, obviously creative is what consumers react to.. but they also see a million pieces of creative each day, all pitched as “audience first” from a creative agency. So the true strength is the combination of the creative idea and a equally creative paid campaign that achieves brand salience, and can be optimised towards brand and onsite metrics, because without media how are you effectively driving a better ROI, other than making a TVC and hoping for the best, or making a 15 second cut down? The industry really needs to stop d*** swinging, and just accept the fact that both sides are equally important and the campaign would be rubbish without each agency side. You aren’t going to get that 70%-90% ROI from a 60% TVC that no one gives a shit about.
This is an awesome article!