Insights        

Media Insists "The Old Rules Rule"

Media customization and focused strategies in both planning and buying continues to take on an ever more important role as clients struggle with this uncertain economy. Broad based solutions based on buying "clout" are irrelevant. Rather, astute advertisers are seeking solutions that take a focused, pinpoint approach to planning and customized exertions. We have seen many cross-platform media buys revealed as something akin to the the Emperors New Clothes. Cross-brand buys on multiple platforms rode the crest of the dot coms several years ago, but today, the "old rules" of creating sound strategies, that are brand specific, and with a creative and flexible approach to the integration of planning with buying, are more relevant than ever before.