Hasta La Creative!

Category: Up Your Game
Summary: I recently attended a Warc webinar entitled, “What can we learn from the world’s smartest campaigns?” The presenter said something that particularly caught my attention, something along the lines of, “Channel thinking must be ‘baked in’ to creative strategy.” This is a belief I’ve held for a long time and have always been confused by the fact that clients often split their media buying and creative services between agencies. I never understood how a smart media plan could come together without having an understanding of the creative message, nor how great creative could be developed without the insights of a savvy media planner.