Wednesday, May 20, 2009

Piecing together the puzzle

We're working on how to bring media strategy, creative strategy and content strategy together. It's not easy, but I like to think OMD has a head start on a lot of our competitors due to the success of our branded content division, Fuse, over the last 3 years.

Out of a discussion last week came a couple of thoughts that I quite like. One of them is that the difference between media strategists and content strategists is that media strategists only think about content that exists and how they can find the right content to be in, rather than thinking about creating content to give advertising more impact. In other words, if you can't find the right environment for your brand, make it! That shouldn't be too much of a leap for a media strategist to take.

So, if that was a way to align content strategy and media strategy, what is the way to align content strategy and creative strategy? Well maybe a starting point is in educating our teams and our clients that brands in this day and age don't need to be as single-minded. USPs and "matching luggage integration" campaigns are still here in force, but more brands are opening up to telling different - but not contradictory - stories at the same time.

In this view, the content strategy does not need to be an offshoot of the creative strategy. Most of Fuse's successful content strategies have been quite different to the ATL strategy designed by the creative agency, e.g. V-Raw, Telstra Friends, Nivea Visage.

The truth is that what creative agencies do to make 30" TVCs is often very product focused and interruption based, whereas what content strategists do is the opposite. So, trying to generate a content strategy off the back of a traditional creative strategy just isn't going to wash.

There are still lots of issues to be solved, but by knowing when to try and make strategies match (e.g. content and media), and when they don't need to match (e.g. creative and content), you are freed up to produce great work and great results.

Would be interested in people's comments on this topic...

1 comment:

Trudi said...

great debate Rob...!
indeed many discussions about leaving the matching luggage approach behind and agree, this doesn't work all the time.
I would be hesitant to agree with media strategists only looking for content/ spaces that exists.... is this role not just to find the right way 'in' but also be neutral enough to appreciate both existing environments as well as the need to potentially create something from the ground up? Admittedly, i don't think the job spec of a media strategist is the same everywhere...