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Insight Creative’s media department works on campaigns with a variety of budgets, from a few thousand to a quarter of a million dollars. No matter the budget, we must be smart about what we’re buying. A lot of thought goes into media buys and we buy media that will best reach our target demographic. This can be a mix of traditional and new media, and just because something has always worked for the client in the past, doesn’t mean we won’t switch things up and bring fresh ideas to the table. Similarly, just because someone has what seems like an endless budget doesn’t mean we should buy media that doesn’t reach our target audience or get the client’s desired results.

So where do you start? Building a media campaign is like building a pyramid from the ground up. If budget allows, you want to have a few strong base layers, incorporating media that performs well within your target demographic, while working your way up the pyramid, adding other media on...