Monday, April 09, 2012

If You Don't Understand This, You're Not A Media Buyer Or Planner

"Media is the New Creative", targeting media buyers and planners in English Canada is phase two of the ongoing national multiplatform trade advertising campaign from Canada's Astral Media (click here to watch them all).

The campaign is entirely web based and consists of three videos and one "making of" that all playfully highlight some of the stereotypes of our industry; the messages recognize media planners as the creatives they truly are, but not always recognized for.
Derev Antikacioglu, Director of Branding and Corporate Marketing: "This aims at raising the awareness of media buyers and planners of the near unlimited creative possibilities that Astral offers to reach targeted consumer groups multiple times a day."

Watch 'em and ultimately, I'm betting that like me you need to go back and reread the press release to fully understand what the campaign was trying to communicate ("...that the rapid evolution of today's media landscape is transforming the media planner's role. Media planning and buying has attained creativity in its own right. Being at the table at the onset of the ideation stage, media's involvement in the ideation process is becoming increasingly intimate.")

Here's hoping these creative types don't decide to produce a series designed to "playfully spotlight" the contributions of programming consultants to the biz.

I might have to join that media rep at that bar, just contemplating the possibility.

The mind reels...

No comments: