I’ve heard it many, many times over my career in this industry…”Media Buying is easy! Anyone can book an advert! Why would I pay you for it?” While every business person should question what they’re paying for, but what I’d like to challenge is what’s easy about it?
What could be more topical than ‘Donald’. I don’t think anyone in history has been called so many names – and not many of them are complimentary.
The way I see it is pretty simple. You have two options when it comes to advertising and media selection – one causes stress and costs more, the other fits nicely into your budget and feels organised and calm.
To most, marketing does not qualify as a science, an opinion I do not share, especially today. It may surprise some to know that today technology has provided us with the tools to confirm many of marketing’s deep seated assumptions and to debunk some of our most vehemently held views. And as we adopt the idea of exploring instead of guessing, our profession is impacted by findings which impact all varieties of other life skills.
The elephant, for some in the fancy room of art is that dorky new kid ‘Science’. He comes into a perfectly ordered and regulated room with all these new ideas, mediums, rules and quiet frighteningly… possibilities.
While marketing is well and truly a science, there’s another science I’ve always been interested in reading and learning more about – that is, our non-physical world which is referred to as metaphysics or metaphysical science.
Successful design is as much about science as it is art. The way in which a piece of work is consumed depends on a careful balance of both.