Creative vs Media Strategy – Which Comes First?
May 21, 2013No comments
I recently talked with Jason DeLuca, Managing Director at Allscope Media, an independent mid-size ad agency that delivers fully integrated communication strategies, about the important relationship between creative and media buying. How do creative choices affect media buying decisions and conversely, how do media buying decision influence the creative process? We sat down for a quick Q&A.
From the big idea to campaign integration, to media strategy, it’s all about developing the best creative concepts and making the best media choices to reach the right audiences with the right messages and calls to action. So, does amazing creative succeed without the right media strategy? Can great media save bad creative? Or working together, can they make any product or service successful?
David Murdico: Which came first, the chicken or the egg?
Jason DeLuca: I always thought that the chicken came first, but after much contemplation I came to the same conclusion as Aristotle once did, that both the chicken and the egg have always existed together at the same time in harmony; much like the relationship between creative and media.
DM: What’s your background and what brought you to Allscope Media?
JD: I’ve spent the last 15+ years working closely with some of the worlds most iconic brands, helping them manage every aspect of their online media research, strategy, planning, buying, content integration, targeting, tracking, reporting, analysis, optimization and reconciliation needs.
What brought me to Allscope was the opportunity to marry my digital media expertise with a successful group of traditional media professionals to create a truly integrated media services offering. Since traditional media accounts for such a big majority of all marketing dollars spent, it’s critical that we, the digital media mavericks, find creative ways of integrating with traditional media touch points.
Read more





I work with lots of startups and brands in the areas of creative digital marketing, PR and social media, and the biggest challenge for any startup is rising above the noise and grabbing that initial customer attention. Whether you’ve recently launched, are about to launch…
Lots of people try to convince me that social media marketing isn’t about sales. It’s about building a community, interacting with people, showing the fun side of the brand, you know… being social and stuff. I really want to slap them in the forehead and ask why they’re even doing it then. Pull the plug. Stop wasting your resources on it.
One of our Supercool Blog readers left the following comment on a
No, not the dog… the kind that wears gloves and punches people in the face. My agency / production company Supercool Creative has cranked out comedy viral videos for some of the biggest brands and coolest startups around, and in the process I’ve observed the fickle relationship between videos and their fans.
The perfect branded video series combines elements of entertainment and the same addictive qualities that keep people coming back to watch their favorite TV series. The trick is to plan out how you’ll build a fan base, appeal to your audience, get your message across without unleashing a series of ads, let people find and share, and be consistent. You want to get consumers hooked, telling their friends and coming back for more. That’s where you begin to tap into the key metrics of reach and frequency and where the brand message begins to emerge.
We’ve been seeing a steady trend towards increased public safety laws for some time now, including seat belts, motorcycle helmets, bicycle helmets and now… office helmets? State lawmakers are calling for a law that would require all employees who work in offices to wear helmets at all times to protect their heads against office accidents.
As you select which digital marketing approaches and tactics you’ll be including in your 2013 video game marketing campaigns, keep in mind that it’s not always which tactics you fit into your budget or the budget you spend, but how smart you are about how those budgets and tactics are used. A huge part of this relies on how you manage the social media strategy. Social media is what holds together and drives digital campaigns, and your attention here will determine how effective your campaigns are, and ultimately how many games you sell, which is what this is all about in the first place, right?
Video is a tool of social media. So, as many social media responsibilities are being taken on by PR departments, we are seeing public relations teams becoming more actively involved in the creation and deployment of social video content. Viral videos, branded entertainment, web series videos and video game trailers top the list along with original, entertaining product launch videos. This new breed of video content, rather than simply supplementing the efforts of PR teams, is often spearheading them.
Lots of people out there can’t wrap their heads around the idea that your social media job is a real job. The irony is that everybody still thinks it would be a cool job to have, but they look at you with the skepticism of someone evaluating a waiter that says they’re an actor. Here are 5 reasons why I think this is happening
Supercool Creative Named One of the Top 10 Agencies for Startups
