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August 2007 - Strategy Magazine
Media

This is media

by Patti Summerfield
page 39

Today you can pretty much classify anything that conveys a brand message under the broad heading of media. The industry has moved light years beyond the notion of media-neutral planning into a slightly topsy-turvy world where many media executions don't involve media buys or even media agencies. On the other hand, some of the most creative campaigns are coming out of media agencies sans creative agency support.

Summer always brings brands to the street, with guerrilla-style, stunt and event-based efforts. As well as some twists on traditional OOH, this year social media is also making the summer street scene.

Trying to define what media actually is today is something all marketers are wrestling with, says Greg Klassen, VP marketing for the Canadian Tourism Commission (CTC), and often it involves a bit of trial and error. "I think we'll be leveraging more peer-to-peer type of media than we have in the past," Klassen says. "It's simply much more cost effective and hopefully more effective at selling travel because of the emotional connection."

Canadian Tourism taps peer-to-peer media scene

Virgin does happy with freezie-cart-as-media road trip

plan B: Humour + user-generated content

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