Media matters

I've worked in a few advertising agencies and have been briefed more than a few times for creative work. In most of these briefings, the one thing I've found wanting, apart from a good brief, is a media person. As Überplanner Jon Steel says in his interview with Überplanner Russell Davies, the single most stupid thing to have happened in advertising in the last decade has been the separation of media from the advertising agency.

Good advertising is impossible without creative media choices. Next time you have to brief a creative team, consider asking for a media planner to be present in the process. I guarantee you it'll help the team come up with better work. And in case you're already doing it, we need to talk.