NEWS10 May 2016

Media channel choice as important to campaign success as creative idea

Media News Trends UK

UK — Choosing the media channel for a campaign is no longer the ‘second step', but as important as the creative idea, a new report has suggested. 

Media crop

The Connection Strategy Casebook 2016, from Warc, is intended to showcase emerging best practice in communications planning. It is an analysis of the winning entries to last year’s inaugural Warc Prize for Connection Strategy, and reveals that media thinking ‘has become integral to the success of the creative idea in the most effective campaigns'.

Other insights from the casebook are that partnerships with third party organisations can deliver reach and credibility, use of ‘sophisticated communications architecture’ is growing, and data opens up opportunities for the creation of platforms that can be updated in real time. 

"The lines between creative and media, along with data and technology are more blurred than ever before," said Karl Weaver, chief growth officer, Dentsu Aegis Network UK & Ireland, and one of the prize judges.