So often in my career, I’ve worked with talented professionals who are skilled in media planning, creative development, research or other areas. However, I just as often observe that these same professionals are siloed within their specialty. Successful strategic planning requires knowledge and experience in all areas in order to put together the right combination of tactics to achieve the desired results. It’s understanding which channels are most appropriate for your audience, how to use those channels effectively to support your brand message, how to move prospects down the marketing funnel, and how to turn those customers into brand advocates.

Even more exciting is how new technology and innovation are changing all the time, providing new opportunities to reach and engage your audience, but respecting the ever-changing environment of privacy laws. The creative brands which learn to adapt will thrive, while the stagnant brands fall behind. It is with this mindset that I view advertising and strategic planning. I have adapted from traditional channels such as TV and print, to more efficient methods like retargeting, SEM, and social media. All the while taking a holistic approach of thinking through strategic planning from both a media and creative execution standpoint.