media: Mass Communication has become My Communications.
People are inundated with information. Every medium from television to cell phones is trying to target consumers with some sort of message. Consumers no longer tolerate "too much information" and in self defense, they have become their own program directors.
At gkv, we map media that is important to the customer, helping our clients to connect with them at the right time, in the right place, and through the right channel. It is not just about reaching, it's about engaging. Giving an appreciative nod to CPM, while on the way to a relevant, emotional connection.
It is our job to move consumers from target groups into affinity groups. Thoughtful media connections lift the advertiser's image, increasing receptivity to the brand. Ultimately this leads to greater response, referrals, repeaters, and return on our clients' investment.
Our media planners are every bit as creative as our copywriters and art directors. They have to be. It is the only way to beat the bigger spending category leaders. At the end of the day, the ultimate tie-breaker isn't who's bigger, it's who's smarter.