Media Operations/Capabilities for Agency
03-1015036-077

As consumers viewing habits change, media must change. We look for both
traditional (30 second spots, print and direct marketing) and
non-traditional 31st second ways (movie theatres, Internet, viral
marketing, longform advertising) to reach our target audience.

We don't have a cookie-cutter approach to media. A thorough
understanding of the target market defines what we do. For example, for
a new tween product we're introducing, we're relying heavily on
Internet with some targeted TV. For toy advertising we shunned the
traditional kids' target and, instead spoke directly to moms on TV and
with an 8-page informational insert in mom's magazines. For one B2B
client with limited awareness we wanted to build awareness quickly. We
chose business cable and have since added sports. Awareness has more
than doubled. For another client with a B2B target in a different
category, there is no TV at all. We're relying on small space
advertising in The Wall Street Journal and a unique insert in the
business trade to build that brand.

Different problems require different solutions.

Our favorite medium? We've done everything from traditional print and
TV to painting giant wallscapes in San Francisco, to covering whole
buildings in Madrid, to creating infomercials, to handing out coasters
of coasters at bars on the Jersey Shore. Which did we liked best? All
of them. They all worked to build their respective brands.

Understanding the target, understanding the competition, understanding
objectives, understanding how best to reach consumers and stretch
your marketing dollars is always our goal.