Looking for the real deal inside creative agencies that have media/data capes (ie WK, anomaly, 72, Droga etc) Does it truly inform creative ideas? When is it helpful? Anyone offering planning/buying on its own or only if it’s tied to creative work? Do media and creative talent really collaborate? Or are they at odds? Looking for what’s really happening not the bs stuff we sell in meetings

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They can, depending on the opportunity and the money. If clients bundle them, it’s possible to build a reflexive system that actually works. The two disciplines themselves are at odds—one chases art/awards in spite of cost, the other chases efficiency—so most rostered relationships between creative and media don’t really work. Everyone earns their nut doing what they do best. Collaboration isn’t incentivized. But at its best, the study of consumption habits, interests and target context makes for stellar creative briefs. And detailed understanding of the distribution method make those brief tighter. Creative constraint makes better creative, and better creative to the right people, in the right place, at the right time, is more effective. Plus, media planners should be creative in nature, and spending time with creatives can help them break out of the box.

likesmart

From a creative’s POV: we sometimes get a heads up about a weird new media unit or a lopsided buy. And comms planners are usually part of briefings/internals and offer good a good media perspective that we consider. But we do not “collaborate” nearly to the extent that we do with strategy, account, or production.

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Thx for your response. Curious if WK sells media (TV and digital?) separate from creative or do you only work with clients who give you the creative and media?

Having worked at MAL where media (OMD) literally sit steps away from you...yeah it can make an actionable difference if there is collaboration at the start. I’ve seen creative ideas directly transform a buy and vice versa as per WK2.

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As a creative we work closely with comms here. They are a huge help in bringing our ideas to life. Data team are helpful here too.

likesmart

How are you asked to work with data? Is there a belief that it should inform creative?

Bueller? Bueller?

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Is this happening in RGA?

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I work at a smallish creative agency in a media role, I’ve spent most of my career (19 yrs) in a similar situation but also did tours in media only or media-first shops. I truly believe that media and creative collaboration is paramount to success, especially with digital and social. The best creatives take media as partners because they care about where/how creative shows up in market. Media teams are often energized by being consulted in creative process and can think more thoroughly about how it comes together. That being said this gets messy in a lot of real life scenarios...

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Droga’s Dundee campaign was rooted in an amazing piece of comms planning. There are case studies out there. I would think their Jay-Z Decoded work is another, although older.

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Decoded Advertising does a really good job of this actually. The creative they develop is directly influenced by media learnings. And creative likewise has a pretty strong say in what media gets purchased.

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You would imagine they would be included by strategists to inform a big brand creative brief

Yeah we inform each other.

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Thx! Do you plan/buy media if there isn’t a creative opportunity?

I’ve seen Crossmedia’s Red Box do this pretty well (data informing creative) . They’ve created a small agency network called Dawn for this exact purpose where smaller, independent creative agencies who may not be able to afford this type of tech stack can join this network for access

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Inform creative ideas? I don’t think media has ever done that anywhere.

In house media should have the data to inform the creative ideas.... I want to understand if this is really happening in practice

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