There is no single right media channel according to the core belief. Researching your own brand and understanding customers is key to successful media usage. A variety of media channels can be valuable depending on the brand, and knowing the process, formulas, and motivations behind each channel is important for finding the right fit. As media usage changes, profitable channels are those that adapt to new digital opportunities.

1. Core Belief: There is no one right media. Every media has value.
Tenant: The perfect message is wasted if the right customer doesn’t see it.
Inspira2ons: 20+ years of planning, buying, selling and developing new media.
Principles: Media usage is as much a part of a brand as its look, feel, tagline and
messaging. It demonstrates what the brand values, and what interests it shares with
potenBal consumers. Research and understanding your own brand as much as you
understand your consumer is key to media success. Knowledge is king, and that
includes knowledge of the process, the formulas and the moBvaBng forces for media
channels, agencies, clients and consumers alike. Every media can be of value to some
brand, and if media owners present themselves as the only opBon, they are doing
their clients a disservice.
Support: As media usage changes, the dollars follow. TradiBonal media that have
been quicker to adopt and co‐opt digital opportuniBes have maintained more
profitability than their compeBBon.
Marketing Leadership – Philosophy of Media Buying
MaIhew D. Weinland MarkeBng Leadership Proven Results