https://bja.igloo1.com/blog/remember-integrated-planning/ from BJ&A Thu, 28 Jul 2016 12:01:57 +0000 hourly 1 https://wordpress.org/?v=4.0.38 https://bja.igloo1.com/blog/remember-integrated-planning/#comment-42817 Thu, 28 Aug 2014 09:59:34 +0000 http://www.bjanda.com/blog/?p=401#comment-42817 Hi Jacques and thanks for your comment.
I still think that if different creative is needed to make the communication effective then it should be considered. In many cases we’re talking tonal differences as opposed to complete reworks so the cost is likely to be low.
I would far rather have the media agency buy the plan, as opposed to simply spending up to budget, then use any saving generated to make the creative work harder. That’s what would have happened in the old full service days but these days with digital media and digital creative studiously not collaborating I concede it’s harder!

]]> https://bja.igloo1.com/blog/remember-integrated-planning/#comment-42802 Thu, 28 Aug 2014 08:49:22 +0000 http://www.bjanda.com/blog/?p=401#comment-42802 Brian, again, I find myself noding along as I read your blog. The only thing I find I do not agree with is the comment “the old excuse, production costs, really isn’t relevant any more”. I have found that everyone is enthousiastic about “tailor made” messages until costs are discussed. This is what is happening to a certain extent with digital when diffrent creative is said to be needed for traditional and digital and within digital for social and display… Again, I see real enthousism until costs are discussed. If an advertiser is not willing to review how it assess new creative both in terms of time and approval process then the mutiple creative option is off the table as a realistic option.

]]> https://bja.igloo1.com/blog/remember-integrated-planning/#comment-33751 Tue, 05 Aug 2014 10:48:35 +0000 http://www.bjanda.com/blog/?p=401#comment-33751 Thanks Al – yes quite right. I had a similar experience with creative agencies. The truth is tailor-making anything is harder than mass-producing it. And everyone wants an easy life at the end of the day.

]]> https://bja.igloo1.com/blog/remember-integrated-planning/#comment-33748 Tue, 05 Aug 2014 10:29:58 +0000 http://www.bjanda.com/blog/?p=401#comment-33748 Great stuff as ever, Brian. When I was at the Standard with Mike Anderson we did a presentation to creative agencies, suggesting that different ads might be worth writing for affluent Londoners on their way home from work than eg Sun readers in the morning. So eg why advertise packs of 24 pampers when an expensive bottle of red and a ready meal might be a more likely purchase at tesco express on the way home. result – little interest, no real reaction, cancelled meetings. Except one person who was hugely enthusiastic and hugely interested…..a certain Mr J Hegarty!

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