Oct 30, 2020
E20 - Gautam Surath on the Science in the Art of Media Planning
What can bees teach you about media planning & buying? Quite a lot, it turns out, as per Gautam Surath, Senior Vice President at Starcom.
When bees fly out of their hives, majority of the bees go out to the regular locations—that’s where the chances of success will be higher. A small portion of bees, however, will go to new places, effectively in search of newer opportunities.
This, Gautam Surath says, can easily be applied to Media planning & buying.
While a media planner’s job is to ensure that as many consumers get the Brand’s message in the most efficient way possible, it’s also important to broaden the audience. That’s the only way to lay out the seeds for a fruitful tomorrow.
This, however, can pose interesting challenges—where do you find the new set of audience? How will you estimate the ROI? How will you convince the client to spend on this new audience?
Listen to the full hippoBrain conversation to get some of these answers, while also enjoying inte…