Advertising begins and ends with people and behaviour. It's a methodology that is instilled in Burnetters early. Successful clients brief agencies to create advertising that connects with people and changes behaviour.
But it's hard to craft effective advertising when you're talking to people the same way everyone else is.
Media companies maximize the client's budget by securing the largest amount of eyeballs possible. The beauty of media is that you can show exactly how you maximized the spend using client-digestible numbers.
The problem with that strategy is that it is devoid of, a strategy. You won't come across very unique if you run a tv commercial in the same commercial break as all your competitors, or have the same radio buy, or purchase the same newspapers.
What you need to do is gain the attention of your customers when they're willing to listen.
Selling office supplies? Why not hold a office supply/tupperware party at an office building.
Hocking Nikes? Why not have really attractive, fit athletes start at the back of a marathon and pass everyone on their way to the front.
Into cellphones? Why not throw a concert and give only your customers preferential treatment? Make it cool to be a telecom customer again.
Creating buzz for Google Maps? Why not bridge the real world by placing markers at famous people's favourite places to eat? Oh, that's been done.