The disconnect between media & creative

When I first joined the industry as an apprentice, I thought I was joining a marketing agency, somewhere where ads were bought and a place where iconic TV adverts and creative masterpieces come together.

I didn’t know that both tasks happened in separate shops. A media agency and an advertising agency.

And to this day, I still don’t know if this is the best way to do things.

In the early to mid-20th century, media buying was done in a separate department but in the same agency.

As the media landscape became more fragmented, with the introduction of cable TV and later the Internet, advertising agencies started to spin off their media departments into separate entities.
 
Today, both advertising and media agencies coexist, often under the same holding groups, but as separate agencies.

However, in an era of digital, the lines between media and creativity are blurring.

But there’s currently a disconnect.

For me, as an outsider, industry events like Cannes are a great example of this.

Ad tech and media agencies have a strong presence, but when you look at the vast majority of awards – the winners are the creatives, the advertising agencies.

In fact, 8 out of the 10 Gold Media Lions were won by advertising agencies, not media.

Looking at the media Lion’s grand prix, two comments from the judges stand out:

“It was the hardest section to actually find good work in.”

There was a lack of entries for digital media, “maybe some people are nervous about entries that are about making as big an impact as you need”.

With so much budget in digital, technological capabilities, and speed of innovation – this is something that needs to change, media agencies need to be taking the lead, driving bold, innovative, creative campaigns.

And it is being done as shown in the deck below with some great examples of media activation. I see examples of exceptional work on a regular basis within Initiative.

But we need more.

The best campaigns are when a creative insight, is tied with exceptional media execution.

Media and advertising have been viewed as separate entities in the marketing world for too long.

It's time we bridge the gap and start thinking of them as a single, powerful driver of success.

Marketing isn't ads, it's the experience.

From billboards to content to customer service to marketing campaigns, they all shape how customers view a brand.

We need to start connecting the dots to provide a truly delightful customer experience.