Media Planning Toolkit: Digital strategy

Tony Regan
Brand Performance

In this Best Practice on Digital Strategy, Tony Regan of Brand Performance says practitioners of the discipline need to be much more 'hands-on' than other strategists, requiring knowledge of how all forms of digital media work and can be best utilised – experience that may have been gained at a publisher or vendor.

Digital strategy's role and purpose

Digital strategy plays a key role in extending digital expertise across the agency – upskilling comms strategists and planners, informing senior (non-'native') managers in all disciplines and giving direction to the agency as a whole. It challenges any lingering inclinations to include digital as a line on a plan ("of course, we'll do some digital") and, instead, exploits the many facets of the digital ecosystem, combined with offline channels.