SpinSix Strategic - Marketing Design

In traditional advertising, "media planning" referred to the scheduling ads – such as television or radio spots, magazine ads, newspaper ads, outdoor ads, or online banner ads, whereas "media buying" referred to the task of negotiating rates for all of the above.

In modern strategic marketing services however, the role of media planning is expanded to encompass a broader and more holistic view of the client's overall marketing objectives, including not only the planning of traditional advertising (online and offline), but also the use of tactics such as strategic sponsorships, product placement, in-store demonstrations, product sampling, sweepstakes, promotions, and direct mail.

In today's ultra-competitive environment, only sophisticated marketers have a chance of breaking through or maintaining their lead. We can help.

We're Not Your Typical Media-Obsessed Ad Agency

At SpinSix, our in-house media buying experts can manage all of your media planning and media buying if you prefer. That said, we are fundamentally unlike almost all other ad agencies in one important way: We don't depend on buying your media.

See, traditional ad agencies make the bulk of their money based on buying media at discounted rates and reselling it to you at a healthy markup. This creates a severe conflict of interest, in which the agency is incentivized to recommend that you buy as much media as possible, often without regard to maximizing your marketing ROI.

This is why you will almost never find an agency that will try to talk their clients out of advertising. They simply aren't geared to think that way—in fact, they often don't even understand the alternatives, such as launching an affiliate program instead. (It's sad to say, but their associates would probably be fired for suggesting such a thing, even when it's in their clients' best interest.)

At SpinSix, we take a different approach to advertising. First, we ask whether or not you even should be advertising, as it doesn't make financial sense for many firms. Because we're a comprehensive marketing strategy firm, we look at your entire marketing mix, of which advertising is just one tool out of many.

If advertising isn't for you, we'll tell you. Or perhaps, rather than blowing through your entire annual budget running a brute force, carpet-bombing branding campaign, you should only be running laser-targeted ads in one or two select venues, for a limited time, to accomplish one specific task. If so, we'll identify that opportunity and, if you prefer, we'll manage the process for you.

See Also:

Media Relations, Public Relations, Social Media