“I think creativity is huge,” he said, noting that the ability to get creative shops psyched about the potential to tell a story with a new medium or platform is critical to a campaign’s – and a media plan’s – success.
Souza says he always advises vendors to meet with his creative agency counterparts to explain what their medium can do to help their brands tell their stories. In other words, if you get some buy-in from the creative teams, you’re more likely to get on the plan, and, ultimately get bought in.