https://bja.igloo1.com/blog/royal-babies-cricket-golf-and-box-sets-2/ 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/royal-babies-cricket-golf-and-box-sets-2/#comment-51 Tue, 23 Jul 2013 13:03:14 +0000 http://www.bjanda.com/blog/?p=100#comment-51 The issue here is that what the media buyer sees is a way to build ratings, often as part of a packaged ( agency)airtime deal, and the creative team don’t create for context, and the agency traffic people just rotated existing copy. To use context, so you engage and not avoid, you need to stop employing old style thinking and create messages for the real world context they have to appear in, which is not a screen in an agency presentation room.

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