The number one issue facing clients right now, regardless of how crappy the economy is, is media fragmentation. Now I am not a media expert. We have some, but not me. But after sitting in thousands of meetings with pie charts and those spread sheets of colored bars, I have come to one simple conclusion. Media fragmentation can not be solved with just a smart media planner. It’s solved with one simple big idea! One simple idea, your marketing big idea. OK, Ok, OK, I know, you have heard this a million times. But very few marketers actually do it. #1 Brands do it. #2 brands do it… And from there it’s fragmented idea time. Marketing plans with way to many sub marketing plans. The issue is not that you may not need a bunch of different plans, the problem is that you don’t have ONE idea that’s big enough to tie them all into one idea. With 900 cable channels, and 1 billion web sites, direct mail, outdoor, Newspaper, Magazine, and urinal cakes.. yes…With Your ONE Big Idea, on all of them. You can’t loose. Start being multiple things in multiple mediums and you will be lost in fragmentation hell. So, stop for a second and look at what you are doing, if it’s not explainable in two sentences… heck, one sentence…. heck one word… than you may want to refine what you are doing….. Safety=Volvo, Do it= Nike, Takes A Licking= Timex, Fast Food=McDonalds Smart Creative=SmithGifford…. Yeah!

Topics: Fragment, Fragmented Media, Marketing, Social media