Have you got the media plan yet?

Contrary to popular opinion, creative types actually like a bit of structure. Leaving a media plan until the last minute can actually make the creative solution harder to find. You might have great idea - but if you can't execute it in a particular format you might be missing a massive opportunity. Equally - having an unusual format in there can also spark an original idea.

Knowing WHERE something will be is sometimes as vital as knowing WHAT it will be. Great ideas don't happen in isolation, there needs to be a clear objective in sight and it's the media plan that often gives a great idea the focus it needs to become a great campaign.

So, what can you do?

Think about your media as early as possible. In many cases you can come up with a 'working media plan' to get the ball rolling - because having a structure helps you as much as it helps your creative friends.