More About Media ...

The Challenge

The world of media has never been so complicated nor has the need to fully understand it ever been so critical. There are more connectivity points and possible ways to reach consumers than ever before (FRAGMENTATION).

And it is becoming increasingly difficult to talk to consumers and establish a true connection to deliver a brand message (CLUTTER).

To add to this, digital technology has created a convergence of all media, making communication flow in all directions and directly into the lives of individuals.

The Opportunity

The Ecology of Media:  We believe it is vital to seek out of the ordinary communication solutions.  We need to engage with consumers when they want to be reached and find an idea so arresting that they take the time to take in the message.  This way we encourage positive brand interaction.

We also know from experience that multiple contact points in a media strategy are more effective than a single channel strategy.

Everything communicates at varying levels and intensities.  Our job is to seek solutions that target consumers in the contact zone determined by the optimal channel mix.

• OMD = Media Direction OMD
  
• SAARF = SA Advertising Research Foundation
  
• AMASA = Advertising and Marketing Association of South Africa
  
• IMM = Institute of Marketing & Management
  
• IBA = The Independent Broadcast Authority
  
• PMA = Print Media SA
  
• SAMRA = Southern African Marketing Research Association
  
• ASA = Advertising Standards Authority
  
• ABF = Advertising Benevolent Fund
  
• DMA = Digital Media Advertising
  
• Advertising Media Internet Centre
  
• Brand Republic