What would happen if you let the creative department spend the media budget?

re: What would happen if you let the creative department spend the media budget?

James Page — Tue, 30 Oct 2007 05:19:19 GMT

Disintermediate everybody!

re: What would happen if you let the creative department spend the media budget?

Rory Sutherland — Fri, 06 Jul 2007 08:12:18 GMT

God, if only!

re: What would happen if you let the creative department spend the media budget?

Jon Miller — Fri, 22 Jun 2007 13:36:05 GMT

I'd like to be in the meeting where the creatives present their media plan to the client. Obviously the media folk would work their econometric magic and talk about guaranteed coverage and opportunities to see. Clients would be entranced by media efficiency graphs and the prospect of hitting their targets, and fall into reveries of bonus spending: the school fees, the kitchen extension... The creative folk, on the other hand, will hope their enthusiasm will be contagious. They want to be entertaining and engaging - and brave, to break new ground, to do things differently. Their media plan would talk about impact and fame, about creating a brand that really means something to people. They have passion and conviction. Is it any wonder? I've got a brilliant idea: instead of working as seperate agencies with different agendas, wouldn't it be great if media folk and creative folk worked together?? I'm sure nobody's thought of that before...

re: What would happen if you let the creative department spend the media budget?

Duncan James — Mon, 18 Jun 2007 11:42:02 GMT

We need to more closely align the agency and brand owners definition of value and therefore remuneration. Easy to say, impossible to do for some, hard to do for others... but worth it.

re: What would happen if you let the creative department spend the media budget?

GILES-RHYS JONES — Sun, 17 Jun 2007 21:51:45 GMT

just as attitude to technology is not defined by age, neither is being wedded to grps, reach, frequency and volume defined by whether you work in media or at a creative agency. i have yet to define the golden question to identify these people but it might just be your - "do you identify your ideal man/women by her shoes size?" as marketing directors and their agencies are increasingly being held more accountable they retreat ever more into the safety of number and "proven" best practice. if a panel of 600 odd people reporting behavior and attitude change is proven success of anything. this is in stark contrast with the increasing need for investment or risk marketing which you describe one element of above. 3 out of 4. the more we move away from payment models based on the production of stuff to ones that reward success the better opportunity we have of producing stuff that works.