Media is The New Creative

I saw an interesting speaker this week who provided me with a few thoughts that I wanted to remember.

(1) Media is the new creative.
There was a time when the big ideas ran the ad world. Now? Yes, good ideas are essential. But they're not all. We need more information. What are we getting from 'em? ROI, baby. And what ultimately defines the ROI? The media we choose to get the message out.

Ten years ago, media was completely different than it was now. Now we have outdoor, print, radio, television, microsites, advergames, restobars, blahdeblahblahblah. There are a gazillion specialty channels instead of a few big networks. Targeting is theoretically easier -- and practically more complex, more involving, and more confusing -- than it's ever been. People are overwhelmed by the volume of messaging and getting it right is becoming less art, more science.

Every medium has its own measurement tools, and we are familiar with trying to evaluate GRPs and increase the eyes we require on our prize(s). But the new stuff? It's under review, but we can't not be there. Hell, the internet was available even in my wee hometown when I was in high school -- but even a few years ago, it was completely different than it is now (hello, crash). Trying to understand clickthroughs and impressions and what they really mean for return is still up in the air -- neither scholars nor professionals have yet come up with a solid solution. And don't get me started on digital signage -- it's so new, I can barely find white papers on its valuation.

So, yes. The incumbent is no longer starring in this show. Media is ultimately what will drive our numbers -- it's just a matter of putting together a formula that defines where those came from.

(2) There is nothing more freeing than a tight brief.
Creatives tend to be really -- how do I say this nicely? -- challenging. They spend so much time crafting their best ideas that they kind of fall a little bit in love with them. And if cliches have taught us nothing else, we know this: when you love something, sometimes you have to let it go. I don't want to deal with sulking or moping or general childish attitude when my client isn't all that into your beloved -- albeit not necessarily sense-making -- concept.

To be fair, this irritation is also what makes great creative people really freaking good at their jobs. The more attached they are to the ideas that actually do get through the door, the better and more solid these ideas tend to be, and the stronger the project ultimately becomes. So how to combine the good with the bad?

A tight brief.

Creative briefs are a bit of a pain. They're time consuming, require at least seventeen approvals, and rarely end up really providing much but some administrative work. That said, a really tight brief provides the creative people with direction so solid that they can't help but fall into the freedom of only being able to create on strategy.

A tight brief doesn't let the terrorists win.