Media Buying Briefing: Exploring the many ways creative and media are coming back together
You’ve probably heard this before: The best creative in the world will have little impact if it’s not in the appropriate media channel — and the best media channel is likely a waste of ad dollars if the creative stinks.
That maxim holds truer than ever, and is playing out across the agency landscape as creative shops add to or enhance their media side offerings, and media agencies partner up with creative and other agencies to return to full service for clients. As Digiday coined 15 months ago, lo-fi rebundling is upon us.
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Source:: Digiday
