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Media Spend Versus Creative Production

Striking the Perfect Balance

The world of advertising is ever-evolving, and the debate over the right allocation between media spend, creative and production is age-old. As brands vie for consumer attention, it’s essential to strike a delicate balance to ensure campaigns not only reach but also resonate. But what's the magic formula?

The Power of Cohesive Briefing

Picture this: a room where key stakeholders, creative minds, and media mavens unite, brewing a potent concoction of groundbreaking campaigns. This isn't a luxury – it’s a necessity. Collaboration from the get-go ensures alignment, fostering an environment where possibilities are limitless and every cent spent is purposeful.

The Domino Effect of an Imbalanced Spend

Missteps in the allocation between media and creative can lead to a cascade of consequences:

  1. Wasted Ad Spend: Investing heavily in media placement with lacklustre creative can render the campaign ineffective. Imagine shouting across a room with no clear message – it's loud but not impactful.

  2. Declining ROI: The formula is simple – compelling creative + strategic media placement = impressive ROI. A poor mix means even if you’re hitting the right audience, the message might fall flat.

  3. Brand Image Takes a Hit: First impressions matter, especially in advertising. Subpar creative can tarnish brand perception, making future sales a steeper uphill battle.

  4. Opportunities – Lost in Transit: Skimping on media spend can leave potential customers untouched by your message. Remember, both the reach and the frequency of your ad matter. Heed your media agency's advice for optimal outcomes.

  5. The Competitive Undercut: Falling behind in either media or creative investments means competitors might swoop in, captivating the audience you were eyeing.

Deciphering the Right Mix

While there's no one-size-fits-all answer, industry insights suggest allocating 20-30% of your budget to creative endeavours and the remainder to media placements is a reliable approach.

Reflect, Refine, Reiterate

Campaign didn't hit the mark? Don't despair. Gather your team, dissect every facet – from the briefing process to media selection, and adjust your sails. Assess external factors, pivot with environmental changes, and continuously refine your strategy.

In Closing

The dance between media spend, creative and production requires finesse. A harmonious blend ensures campaigns are both seen and felt. In the dynamic advertising landscape, remember to remain agile, learn from every campaign, and always aim for that sweet spot between compelling creative and strategic media placements. After all, in the world of branding, it's not just about being seen, but also being remembered.

About the author

Connect with Cath

Cath is Head of Strategy at MPA. A seasoned professional in marketing and media, Cath has worked across multiple Agencies and Clients from multinationals to start-ups

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