Be a 'Stractics' Player

Because the media marketplace is too unforgiving to have to correct mistakes, media agencies need to be right the first time out. The only way to do that is to really execute creative media ideas, not just pay them lip service. Creative media is a concept called "stractics," for "strategic tactical elements." Agencies need to bring strategies for their brands head-on into a media environment where consumers can see competitive messaging at once. It's not enough just to be an expert in channel planning anymore. First-to-market innovations are the key, and these stractics are the result of teamwork between creative and media partners.