2.5 years ago I shared some of my favourite contextual ad observations to reinforce the importance of media and creative acting in unison early doors. Now I have more!
Still newish into my tenure as Campaign's news editor in 2016, something a very well-known creative director said at Media360 struck me as odd: he criticised media agencies for pre-buying space and giving ad agencies "creative buckets to fill".
This is obviously at odds with "creative + media = best", which I obviously agree with.
Nine years later, has the pendulum swung closer to 'buckets' or 'best'? If it's buckets, it's clearly an opportunity for those that want to 'zag while others zig'?
Still newish into my tenure as Campaign's news editor in 2016, something a very well-known creative director said at Media360 struck me as odd: he criticised media agencies for pre-buying space and giving ad agencies "creative buckets to fill".
This is obviously at odds with "creative + media = best", which I obviously agree with.
Nine years later, has the pendulum swung closer to 'buckets' or 'best'? If it's buckets, it's clearly an opportunity for those that want to 'zag while others zig'?
https://www.campaignlive.co.uk/article/justin-tindall-creative-agencies-given-procession-buckets-fill-media-shops/1396801