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It is not necessary that an ad campaign be unified across all media. Certainly, many agencies and advertisers have had great success with the philosophy that each medium is so unique it requires the best possible creative, even if it departs from the overall campaign.
It must be acknowledged, however, that a campaign managing to unify the creative for all its media outlets under one cohesive message will possess unbelievably powerful synergies. Accordingly, it seems incumbent on creatives to work harder at that unified message before succumbing to a more “media-specific” approach.
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