Maybe only a geek like me would care about this, but it's a no-brainer that Domino's has shifted its media planning out of Mindshare and given it to Crispin, Porter + Bogusky, in the wake of its decision last month to give the creative portion of the account to the agency. Mindshare had handled buying and planning when the account was at former agency JWT, but, especially given that the agency in question is Crispin, it's a little hard to picture how media planning would be managed effectively somewhat divorced from the creative process. See creative agencies? If you are truly creative about your ad messaging you actually get more business! As long as the agency business continues to be dominated by old-line agencies I don't think this will be something we'll see a ton of—but it is something that makes more sense than the segregation between media and creative that's the standard today, at least in the right hands.
Thursday, October 18, 2007
Duh ... Domino's media planning to Crispin
Maybe only a geek like me would care about this, but it's a no-brainer that Domino's has shifted its media planning out of Mindshare and given it to Crispin, Porter + Bogusky, in the wake of its decision last month to give the creative portion of the account to the agency. Mindshare had handled buying and planning when the account was at former agency JWT, but, especially given that the agency in question is Crispin, it's a little hard to picture how media planning would be managed effectively somewhat divorced from the creative process. See creative agencies? If you are truly creative about your ad messaging you actually get more business! As long as the agency business continues to be dominated by old-line agencies I don't think this will be something we'll see a ton of—but it is something that makes more sense than the segregation between media and creative that's the standard today, at least in the right hands.
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The divorce of media and creative definitely makes it harder to do our job well too.
So many times we're hit with "this is the media that's been bought. Deal with it."
No collaboration, which is so important now when the choice of media requires as much creativity as the actual ads.
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