A point well made, creative is and always will be king…. But it needs to work and feel authentic in each media channel, just cutting your 60 second ad into 6,10,15 & 30, then cropping for vertical and square isn’t going to do it either (all though it’s a start obviously). Building native assets, then testing and refining is much more likely to yield the best results from each media channel.
You’ve probably heard this before: The best creative in the world will have little impact if it’s not in the appropriate #media channel — and the best #mediachannel is likely a waste of #addollars if the creative stinks. That maxim holds truer than ever, and is playing out across the agency landscape as creative shops add to or enhance their media side offerings, and media agencies partner up with creative and other agencies to return to full service for clients. As Digiday coined 15 months ago, lo-fi rebundling is upon us. In this piece by Michael Burgi and Antoinette S., we speak to Robert Douglas of Left Off Madison, and Cathy Shaffner of The Sussman Agency.
