CEO + Founder at Ethic Advertising Agency
Website address: https://www.ethic-ads.com/
Each week on ‘Media Champions’, our host interviews media experts across the country. This week, our host speaks with Jeff Swartz of Ethic Advertising Agency. To learn more, visit https://www.ethic-ads.com/.
What’s the biggest change in marketing you see coming in the next 2 years?
The change is the biggest change in the next two years. It’s not just one thing, but it’s multiple changes that marketers and advertisers will have to deal with with things like privacy regulations, new media, the changing competitive landscape,… inflation and more. Change will be constant and those who can take the hits and are comfortable adapting to change will do well.
Are there any organizations or trade groups you belong to?
Pittsburgh Media Associations
What is the advantage of working with an external media buyer rather than just having an internal marketing director?
CMOs tend to wear many hats, are time-bound, and cannot be experts in all specific niches. Working with an outside shop allows a company to tap into the talent of multiple true specialists, traditionally achieve much better results/deliverables than relying on just one person, and they save more company time in their day. All of this translates into better efficiency and an easier path to achieving their goals.
What advice would you give when it comes to media planning?
Two tips: apply logic and examine the creative. I’m heavy in the digital space which often gets bogged down with data and people get completely lost in the numbers. I love analytics, but sometimes a little logic applied to numbers can reveal the real story and the best direction. Also, the media should see the creative being distributed, it might spark a good placement idea or it might give you the opportunity to raise a concern about it. If the creative is bad…the media won’t be as successful.
How does a media buyer stay on top of trends with media placement?
Review the campaigns they run, educate them, and engage with the client.