Posts Tagged ‘media design’
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Media’s Various Roles Beyond Planning & Buying
17th August 10
For some reason, the dominant conversation around media’s ongoing evolution concerns its fragmentation. Yes. Ok, it’s fragmented. What isn’t discussed enough is that the critical impact of said fragmentation is directly tied to brand behavior, not the difficulty of reaching and engaging audiences. How a brand behaves is now intrinsically linked to media environments. In fact, separating the content from the channel is becoming an impossible (and irrelevant) task. Think about music. Is music the same as it’s always been, just now distributed in “digital form”? Anyone following the evolution of music knows that music has fundamentally changed as a result of digital distribution. Not just the music industry; music itself. The impact of how it’s consumed (isolated from the context of an album, in varied interpretations and in environments not dedicated to “listening”) has literally changed what artists create. We’re just beginning to see the same thing with literature as a result of e-books. The content is impacted by the channel. It’s why Twittering isn’t “micro-blogging.” It’s Twittering. The content is different because of the channel.
As a result, we’ve been spending a lot of time at BBH New York recently rethinking the role of media across the organization. Specifically, we’ve been formalizing processes and deliverables enhancing its function as a fully embedded creative & strategic discipline. Media at BBH consists of the overlapping practices of Media Planning/Buying, Engagement Planning and Media Design*. This happens because the role of media as an expertise is exceptionally broad.
In fact, we view media as much as an input as an output. The following four roles of media require a specific mix of skills we try to develop, and create accountability around. We’ve illustrated each by work we didn’t create, but have tremendous respect for as an agency.
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