In a meeting with a Media Agency CEO recently, I was asked, “what are marketers really looking for from their Media Agencies?” Many Media Agencies believe the holy trinity to be “innovation”, “creativity” and “partnership”. Of course, these are critical contributors to the success of a marketer’s communications. But so are cut through creative, great packaging, a great sales force, optimum distribution and retailers that support them (plus a myriad of other considerations) – so let’s not fool ourselves into believing that all marketers have to think about is media. Good media practice is a given. Since media “departments” spun out of creative agencies in the early nineties … Continue reading Promising the world… and delivering an atlas.