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