Adage reports that Domino’s Pizza has handed its media planning duties to – Crispin Porter. This is landmark as it puts “creativity” back in the centre. According to Domino’s Chief Marketing Officer, "Crispin Porter & Bogusky is known for creative, and that passion for doing things differently also extends to media."This move also indicates that despite talks of creative media planning, media agencies derive their primary strength from scale. In today’s environment, media planning actually involves managing the context in which messages get delivered. By that yardstick, an agency which can provide the most creativity in developing the communication content should also be able to provide similar creativity in identifying the right contexts to place that content. I hope this leads to a Domino effect and will we see more large clients working with similar models.
2 comments:
Kumar,
The issue is not creativity per-se. There is a lot of it in ad agencies,; there is a lot of it outside of agencies too. Human beings are essentially creative beings. what makes the difference is the management of the creative process to a definite end that serves a business objective. Once there is a deep connect between an agency and a successful brand, almost anything that is right for the brand, automatically is right for the business. Therefore brand building through creative communication of brand propositions, values and the promise resonate strongly with the business of the brand, reinforcing it. This is until something changes in the environment. Getting this connect to happen requires understanding of the business, the competitive landscape and then achieving that chemistry between brand owner and the agency. If O&M or Crispin succeeds, it is because of the fact that all of this hellishly complicated stuff gets executed so well!
Agree, but traditionally media planning and buying were clustered together and considered to be a numbers driven game. What's interesting is that, this move indicates a large and influential marketer separating the two; in effect saying that media buying may still be a numbers and deal-focused process, but media planning calls for more lateral creativity than just excel sheet analysis. To that extent, a "creative agency" has as much (if not bigger) a role in media planning as a media agency.
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