The word " Client " can take on many meanings. In media terms it is the person who signs the cheques ( pays the money) and makes decisions on what and where they buy media. Whilst there is much debate about how "selling" to a client takes place, IE Sales teams, one on one meetings, presentations, online webinars etc etc etc at the end of the day the "Client" is the final link between the product or service their organisation makes /distributes and the end customer. So who really is in control the media? The answer must be the end customer, because if they are not seeing or hearing or engaging with the client message then it's all money down the drain. The " Client" makes the best decisions based on what they know or believe is best or from persuasive arguments from the media, suppliers or their media / advertising agency. Are there too many links in the chain. Yes there are. A "Client" who has one media specialist who lives and breathes media 7 days a week, will always be the eyes and ears of the organisation when it comes to wise media investments. It goes beyond research and numbers it is a market savvy second sense combined with local knowledge of what is going on second by second across thousands of media options. A good media specialist becomes a trusted advisor.
A media specialist is an expert in " Media Futures " , those units of time and space that exist in the intangible world but become tangible and then come and go in seconds, but collectively can be powerful tools to increase sales and profits for the " Client". In a diverse and ever changing media market, a good set of eyes and ears is essential.
Media is an art not a science.
Media Futures presents industry related articles in the search for constant improvement in Media Policy, Media Strategy, Media Planning and Media Buying.