Creativity in media is less about pushing one big message out to lots of people than it is generating conversations with consumers at every step of their purchase journey, says David Gaines, Chief Strategy Officer, Wavemaker<\/a> US.<\/p>\n \u201cWe\u2019re moving away, I would argue, from media planning and saying \u2018well, we actually need a content strategy,\u2019\u201d Gaines says in this interview with Beet.TV.<\/p>\n Media creativity involves how to represent the story of a brand in a way that\u2019s appropriate, including during the priming stage, \u201cwhen I am trying to create a position for my brand of favor, so that when somebody gets to the trigger point…there is a better predisposition for my brand relative to the things I need to say once they\u2019re in that purchase journey cycle.\u201d<\/p>\n The plethora of options for media consumption have pushed creativity in a way \u201cthat we\u2019ve not really been able to think of it definitely a decade or so ago,\u201d Gaines adds.<\/p>\n The concept of having \u201cone big idea\u201d and exposing it to lots of people is no longer operable, according to Gaines. \u201cThat only really works if you have brand new news,\u201d he says. \u201cOr you\u2019ve got a new launch. Ninety-nine percent of the products we work with are trying to create greater share, growth in some shape or form. Revenue, share of market, consumption.\u201d<\/p>\n Thus media creativity now involves generating a conversation that keeps people engaged all the way around their purchase journey. \u201cSo that what I do from a broadcast perspective and awareness perspective has an amplified effect on converting people to buy my product or buy my service,\u201d says Gaines.<\/p>\n