Media placement itself becomes a creative lever, not just distribution
Campaign argues that as ad environments multiply, where and how a message appears is now shaping creative strategy, not just amplifying it. That blurs the old media-creative divide and pushes agencies to plan channel and concept together from the start.
Why it matters. Agencies can no longer sell media planning and creative development as separate phased services, since the split argument no longer holds once channel and concept must be built together from the start.
Signal from campaignlive.co.uk · Katie Lee · read the original.
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