What’s Working in Media
A Second Wind member has seen a change in the way clients are responding to the “digital media craze” that has overrun marketing plans for the past couple of years.
“We are seeing clients much more anxious to utilize a full spectrum of media for their campaigns”, he says. “A couple of years ago, you couldn’t convince clients that a fully integrated media campaign worked better than a digital-only campaign. But now it seems that clients have come to their senses and are wanting a plan that puts the right media in the right place at the right time.”
This goes with what we have been saying at Second Wind. A good media plan is now fully convergent, utilizing the media that works best for the campaign, for the product and for the target audience. No longer should there be a preference for digital or for whatever is “hot.”
What sets great agencies apart from the pack is their ability to be media agnostic. They pick what’s right for the client and the budget with no preference or bias. You need to be that type of agency.
