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Giving Thought to Media Buys

It is ironic how life is.

On my way to the office this morning I was looking around, absorbing — like a sponge — and learning from people’s behaviors and attitudes. I was in a cab, stopped at a traffic light, and a homeless person immediately caught my eye. He was sleeping on a bench as people were walking past him on their way to work or having breakfast at the diner behind him. I was struck by all of this.

The long red light gave me the opportunity to realize the man was resting on a bench with a billboard on the back promoting exclusive residences. It is the kind of image that if it were created by a copywriter and an art director for a social cause, it most likely would be submitted to an advertising awards competition. This image was not “created” — but captured by my iPhone.

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Sometimes reality surpasses fiction. In addition to the big moral remorse I feel, I thought: Is this the appropriate media placement for this kind of product?

Under this circumstance, the word “exclusive” on this advertising banner has a double meaning that makes you think how unfair life is. Here, “exclusive” makes me think, this is not only about exclusivity as luxury, but also about exclusivity as exclusion.

How careful is too careful when we create a campaign and define the media buy for our clients? How can we help make positive changes to this ironic world — through our work and our lives?

– Eduardo Dehesa Conde