Planning for digital media

Focussing on the UK this article discusses digital media planning and gives tips for developing a successful digital campaign.

Planning for digital media

Merry BaskinBaskin Shark

What needs to be considered when developing the big creative idea to stretch across traditional and digital media? Merry Baskin at Baskin Shark has some suggestions.

It has been proven that a great creative idea can boost the effectiveness of a campaign tenfold, and we'd all like some of that. The role of the account planner is to help the creative team(s) get to that better creative idea, faster. If not, please move out the way.

Combining TV and online activity yields better results – research from Thinkbox and the Interactive Advertising...

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