Astral Media conducts media planning campaign
Astral Media has begun a national advertising campaign called "Media is the New Creative," aimed primarily at media buyers and planners. The online campaign consists of four videos depicting media planning stereotypes. The video component, located at <http://www.newcreative.ca>, is being supported by out-of-home, print and online advertising, as well as social media activities. The campaign was developed by Bos. "Creative media starts with media creatives," said Derev Antikacioglu, director of branding and corporate marketing at Astral. "We are in a privileged position to understand our clients' changing reality and their intimate involvement in the ideation process. This, combined with our own brand DNA, is what inspired this launch. Being at the table at the onset of the ideation stage, media planners have greater influence on the direction of campaigns, and need both imaginative and knowledgeable partners who will collaborate with them in pushing the boundaries. We at Astral want to be that partner, capable of combining the extended consumer research and creativity of our multiplatforms."