Spurrier Group works off the creative briefs as a muse to our media strategy development; yet another way we fuse creative and media together. To determine how, when, and why we want engagement and/or action from the target segments, we need to understand what we want the interaction to be. This requires a strategy that media and messaging can both execute on. In this stage, we identify how we want the consumer to engage and thereby define the KPIs based on business goals and media goals.
We know that great creative reaching the wrong or wasted audience isn’t effective. We also know that a great media plan carrying the wrong message to the audience segment is also ineffective. Our strategy first approach provides the best opportunity for efficient and effective campaigns.
Creative and media have the same exact goal. We are both striving for the same KPIs. Our canvases are different: one is visual, and emotion driven, and one is tactical, and data driven, but they need to be on the same path to the same end. Spurrier Group’s approach to media planning, with media strategy as the catalyst, ensures that this will indeed be the outcome.