Madness is doing the same thing repeatedly and expecting a different result. Are you mad or sane?

10 July 2009

For decades the vast majority of media plans have had a similar ring to them: big budget, widespread mainstream media; small budget, narrowcast creative media.

The theory has been if you have the money, engage a big multinational agency, play it safe creatively and clout your target with as much mainstream media as you can to make them see stars (ideally in your product). And if you don't, grab the best local creative hot-shop, get creative with your advertising and spend only what it takes to stand out in downstream/non-traditional media that can't be ignored.

Way more often than not the winning media plan - based on ROI - should be the highly creative/limited budget scenario. As a quick example, how much do you think the world's 10th largest brand spent on mainstream vs downstream media last year? By the way, that brand is Google.

So, what are your thoughts ... are you (or your clients) mad? Sane? Sane going mad? Or mad looking for sanity? We'd love to know your thoughts, just email them to comment@impactmedia.com.au.

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