At your agency, which department is Connections/Comms in?

Strategy? Media? Somewhere else?

Where do you think it should be?

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First I think we should stop using the 2 interchangeably. Connections leans to media, it's more about the investment, targeting, tactics and mechanics of the campaign. Comms leans towards creative, ensuring the idea comes to life in the right channels, that each asset speaks to the user in the right way, touching on the message points it should, and ensures the production is prioritized to maximize the campaign exposure based on the goal.
Both somewhat overlap in areas and should have a novice level competency in the other but they are very distinct.

Connections should live in media and be the counterpart to a media planner. Comms should live in strategy and be the counterpart to a brand planner. A full service agency with creative and media probably doesn't need both but rather should choose where they as an Organization or on an account want to bring more expertise. They have to ask themselves Is it more valuable to bring rigor to the media plan and be really smart about data/targeting etc. Or would having a comms planner in the work with the brand and creative teams make everything more impactful, especially for a 360 canpaign with ALOT of moving parts.?

If your lucky enough to find a planner who can do both very well that's even better but in my experience it's very rare and most people naturally gravitate towards one or the other in their interests or their talents.

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Strategy!

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We don’t really have one since we’ve scaled up our strategy practice SO QUICKLY in the past year.. I feel like all strategists are filling that void for now but @tiara would love to connect offline and get your thoughts on how to best approach the hybrid role I’m in.

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Media.

Media! I came from creative so it’s a bit of an adjustment for me.

Strategy. 100% because it needs to work with creative and media people don’t get it.

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