IS THE MEDIA PLAN MORE IMPORTANT THAN THE CREATIVE IDEA?

It is one of the most hotly debated topics in adland and is as old as the industry itself – is the medium more important than the message? 

Great creative advertising and messaging can capture the imagination and bring money-can’t-buy adoration for brands. But is an eye-catching campaign any good without maximum eyeballs seeing it?    

Now, six industry brains will go head-to-head as they settle the issue once and for all [and that’s not taking any creative licence!] in the return of The Big Ideas Store Great Debate, to be held on Thursday, May 12, which will round out two weeks of thought provoking insights and creative workshops.  

Arguing in support of the motion that the media plan is more important than the creative idea is Powered’s Director of Strategy & Insights, Toby Boon, alongside Remi Baker, Head of Strategy, Sydney at PHD and Nick Durrant, Managing Director at MAGNA. 

“This is the ultimate question in advertising, and the answer has always been in front of us – it’s obviously the media plan, and we will prove it. When you look at the science and data…who are we to dispute the evidence?” quips Boon.

Against the motion, Powered’s Director of Enterprise, Michele O’Neill – who captained last year’s winning debate team – will lead Elaine Li, Senior Creative at Howatson+Company, and Kellie Box, Senior Strategic Planner Special Group to argue that the creative is more important than the plan.

“Bring it on Boon!” says O’Neill. 

The Great Debate will be held at Nine’s North Sydney headquarters, or can be viewed virtually. Register here: thebigideasstore.com.au

For more information:
Adrian Motte
Senior Communications Manager – Trade & Publishing
amotte@nine.com.au 

Wednesday, April 27, 2022