Strategy first

Most of the media professionals I know confuse tactics with strategy.  I read today about Canoe Ventures, the cable MSO consortium formed to unify tech platforms and deliver true interactivity, addressability, etc.

The well written and informative column was slightly flawed and it shows why its taking so long for our industry to get it.  

Creative versioning is one obstacle to TV segmentation/addressability. It's a tactical tool to meet a strategic objective to better target. Segmenting the TV marketplace is also a tactic. A media solution who's means are to achieve the same end. Tactics shouldn't be prerequisites for tactics. That kind of thinking is indicative of an industry who's taking way too long to get things done. Where are the real strategists? Write a good one (whoever you are: client, agency) and your tactics will become easier to execute.

Comments

[Dave Wilcox]

So true.

As an ad agency media director, I found myself frequently having to remind creative teams, account people and clients alike that a strategy should be in place before tactics are determined. Often, it seemed, we had a lot of tactics that were in search of a strategy.

Even some media planners and buyers are guilty of trying to force a tactic perceived as cool or cutting edge into a strategy just so they could use it, but not because it would help meet the communication goals.

[TvMissionary]

It's amazing. Why don't the agencies teach this?

[Dave Wilcox]

I'd like to think that some people in agencies try to make this point. I did, often. Not enough time is spent on teaching the art of strategic planning, or keeping people focused on the strategic goal. Alas, most agencies long ago walked away from formal training programs.

As one who has moved from the industry to academia, I try to instill in college advertising students the need to think strategically. But in most advertising majors, media planning is an elective, not a required course. If I was king, anyone looking to get into advertising, especially as a copywriter or art director, would learn about media planning and media strategy. As I tell students, that's where almost all the client's money is spent: media. And the best ad in the world won't do anything if it isn't exposed to the right people at the right time in the right place and circumstance. Seems simple but is lost on a lot of creatives and clients alike.