We need to stop looking at Media as an inventory business. I keep getting into conversations that describe media as something that’s stocked on shelves. The logic seems to go that for any given task a selection is chosen from the shelf, a price negotiated and a schedule implemented.
We need to start seeing Media not as existing inventory that’s stocked, but as opportunities that are created. We shouldn’t regard Media as something that already exists and that, at a stretch, might be right for the task at hand.
Media should be something that we create fresh each time we connect a brand with a person. And the most compelling way to make that connection might not exist until we understand how that person can be connected with that brand.
We need Media to be a fresh rather than a packaged business.