I just celebrated my 2nd year anniversary here @ RTCRM. It’s not just a lifespan marker that signals to me that I’ve met and worked with all the teams across the agency but more so a threshold recognizing the establishment of a discipline.
We aren’t talking about media purely from a planning, buying and implementation standpoint. The core part of the practice is really focused on being a consultancy…working across all the teams to help provide insight, perspective and strategic support. Being at the heart of marketing planning and program development is so helpful in ensuring that the teams think as holistically as possible about the target and potential communication touchpoints. Online and offline.
The other parts of “the practice” lie in the areas of “parternships” and “information.” Partnerships are our relationships with media agencies. One of our key objectives for our teams to have strong working relationship with them. The on-going connection of creative and media is so important. It’s an opportunity for all of us to take advantage of our collective thinking and experiences.
As for “information,” it goes without saying that there are so many ways in which research, secondary and proprietary, can infuse great strategy. Media is a central point to many sources of secondary research…through our network and our media agency partners.
So what now as I, and the practice at large, begin the 3rd year? Evolution and innovation. Evolution because the discipline needs to continue to listen to the needs of our clients, agency teams and partners. We need to continue to think about how to continue to deepen our channel and communications savvy. Innovation because we need to keep challenging ourselves to think of new ways to create, nurture and loyalize our relationships. New tools and tactics are coming about…even old ones that are enhanced technologically that allow direct marketers to utlize.
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