Expert: Peter Gabany - 11/14/2010

Question
Hi.  Can you tell me if there is a creative aspect to the position of media buyer, or are the creative positions at ad agencies only creative director, art director and copywriter?  Thanks

Answer
Each and every poisition in an agency is a creative position but media buyer has a very special creative position. How do you get a car on a billboard? Why would you even attempt something like that? The rate card doesn't offer 3 dimesnsional considerations.

How about filling a bus shelter ad case with thousands of $1 bills to demonstrate bulletproof glass? Who comes up with this stuff and who figures out a way and negotiates a way to do it.

I would have to say the more we need to placate the public with novel ideas to get a message to market the more creative Media buyers have to be.

Pete