Today I had a meeting with the nice people at PhD, a media agency, to discuss the possibilities of having a more innovative approach for one of our client’s media setups.
Conclusion: while it is possible to tweak media formats, you’re basically stuck with these if the client has paid for certain number of impressions. In other words, reallocating the media budget towards developing new-to-the-world contact points (such as the Whopper facebook utility) is tough if there are no figures on this (a.k.a. the discussion about impressions vs engagement).
A company that invests millions in media will simply want a return on it, and what it ultimately comes down to is risk – something that clients hate.
As long as we don’t have industry-level measuring standards to fuel the risk discussion, traditional bought media will unfortunately be the standard for larger media investments.
Unless somebody out there has an answer to either the measurement problem or a different approach to risk in marketing management, I don’t see how innovative communications can be anything else than small one-off search-of-excellence projects or nothing-to-lose scenarios such as pro bono work.
I'd love to hear your thoughts on this. The pursuit continues anyhow...
Previously: Risk, creativity and innovation