Reinventing the Media Agency

I? Look conceptual work done much in recent times about innovation and creativity of work processes within the agency media. It brings to mind Aristotle made a distinction that seems to be forgotten. The divided the world into two parts: the first in which things can not be anything other than they are and another in which things can be others who are - a simple but very strong distinction. The first part is characterized by the physical world, where a rock is a rock and can not be otherwise. In this world, Aristotle analysis establish a fabulous toolbox: rigorous, objective, quantitative analysis with the aim of establishing and documenting the reality of the situation. This world is better known, and most of the marketing communication is created in this "immutable reality" when it is in line matters.The another world, where things may be others who they are, is the world of individuals, organizations and cultures. For example, poor communication strategy may be something else - a great communication strategy - if someone figures how to turn it around. In this area of analysis are an inadequate instrument. By contrast, Aristotle described the tools of thought: the conversation, the invention, and intent. Here our efforts are not focused on the description of what is real, but rather in creating something that does not exist today, which must first be imagined.Media agencies must operate within those distinctions. We must deliver both hard and soft facts. We must provide our customers with the rigor and quantitative analysis, we can not escape the numbers. We still have to be some kind of accounting for our customers and describing reality using facts, ROI, reach, awareness, etc., but we can not be trapped in that role. We have to evolve into a new type of planner media communication in the guides to take customers, consumers and trademarks on a fascinating journey to the modern world of fragmented media plenty.If agencies want to be day with the changes, assuming the media proliferation and contact with its largest customer - human beings - we have to understand and operate in the second of Aristotle worlds - the world where things can be changed through the creativity and innovation. I know that people are not as supporters of change in general, we are afraid of losing control. For security reasons we stick to routines. But if the media planners want to stay in the game, there is no need to get a fancy new title. In order to stay in the game, we must develop new skills, be enthusiastic and curious. We believe and dare to influence the world and make plans for media brands and look different. Media agencies need to reinvent themselves to cope with the changing and challenging world. We need to reinvent the role of planner media so that operates between soft and hard facts and units innovation.The fact is that CMO media agencies expect to move forward - not adapt to the near future, but we understand that the future is now. New technologies are introduced almost every day. This technology influences consumer behaviour, changes of control for consumers and creates customized and personalized media. Content, storage and interactivity is what matters. It requires us to be creativity and innovation driven, but none of this technology can replace common sense and a deep understanding of the media, consumers and most of all, knowledge about our customers? business. A combination of innovative ideas, facts and knowledge - the greatest assets of the 21 st century - is a lethal weapon that leads to success and makes us different from competition.Some probably think this is obvious. It? I guess the reality may be different and bitter. Many of us have received letters short at least once? Let's do a television campaign, as we have developed a television ad. How many GPRS can get for $ xxx? And I suppose that many of us have tried? Copy and paste? media plans last year. Many customers and many planners favor a proven solution. After all, nobody can be fired for using TV. Not yet. However, this attitude does not lead us more, do not allow us to succeed and achieve financial goals. We must forget old flowcharts and implement? Blank sheet? method, ie starting from scratch with our media mix of strategies.? The groundbreaking is as enemies those who did well under the old conditions? as Machiavelli said once.Being ISN different? t easy. Innovation is not easy. These measurements are necessary.
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