Post by: Anne Marie Lorriman, henderson bas
Q. henderson bas has always had an interactive media department, but how has your motivation for providing media services changed over time?
A. We’ve always been fortunate to have extremely strong, intelligent resources that allowed us to provide media services. The key word is ‘services’ – an offering that gave clients a one-stop shop for online ads and media.
My ‘ah-ha’ for the power of media came from a Levi’s promotion where the media buy was instrumental in creating one of the most successful campaigns in the history of our company. Carolyn Convey, our media guru at the time, knew the buy was the key to success, not just the creative – shifting our perception of media forever.
Our motivation for providing media changed from offering a service to offering incremental results. The media buy, actually the media strategy, is equally, if not more important than the creative. Media units can appear on the same site, on the same page – but the media strategy that drives the placement and type of creative execution can significantly impact results. And that’s what it’s all about. Great creative that works. Net net – media has become more than a service offering – it’s become the indisputable link between great creative and great creative that works.