In the global market economy in which consumers find themselves, they have to wade through a barrage of media clutter. Advertising campaigns that will break through this clutter need to rely on the skills of media agency specialists that demonstrate creative and effective media planning.
Schmidt-Vogel states that advertisers tend to focus on separated media pitches and rather look at the ranking lists of media agencies as a measure of their success. Furthermore, they expect creative use of media but hire for the buying results. The focus is on the cost, in that advertisers push for lower and lower agency commissions.
Media moguls globally have a powerful influence on representations in the traditional media. Political favour influences the local media content. With this in mind MediaCom has identified the need to plan media campaigns through more creative channels than just focusing on above-the-line traditional media, such as television.
Due to digital technology consumers are more selective in their media and can no longer be treated en masse. Furthermore, MediaCom recognises that consumers are more alert to traditional media messages through digital technology.
Schmidt-Vogel remarks that no longer can messages be forced on to consumers, as with a press of a button consumers have the power to block out the message.
MediaCom believes that a paradigm shift exists in the way messages are portrayed to consumers. The heart of the media campaign lies in consistency of message through complimentary channels. Added value needs to be placed over and above the product that is being advertised in order to stand out among the media clutter. Furthermore, MediaCom has identifies that consumers need to be targeted on an emotional level. "Touchpoints" and "magic moments" need to be created in order for the consumer to remember and remain loyal to a product or service.
To demonstrate success in media planning, MediaCom believes that effective media planning is about speed in creating campaign that is consistent over a wide variety of channels. The focus is on long term media planning of a campaign to ensure success and not on short once off campaigns. According to Schmidt-Vogel, "It is no longer about the big eating the small but the fast eating the slow."
MediaCom recognises media planning as a cohesive process that requires specialised skills, creativity and extensive knowledge of the many media channels. Separating media planning from an advertising agency allows the media planning process to be focused and goal directed towards the achievement of tangible marketing and advertising objectives with positive effects on the clients bottom line.
