The role and work of the media strategist has changed dramatically over the last 25 years.

In the early days of our agency, there were far fewer channels through which to reach our target audience, and thus less breadth of media space. It is true, however, that the smaller spread made it easier to reach the desired audience with the message.

With the advent of digitalisation and the emergence of new technological solutions, and the consequent competition for every moment of consumer attention, the work of the media strategist itself has been transformed and has become increasingly complex. The strategist is now not only concerned with the distribution of messages across channels, but also with finding solutions to engage consumers in experiences and stories.

A specific and clear briefing with the client is still essential, which, in addition to basic information about the client and its objectives, should specify who and by what means it wishes to address and how the achievement of the objectives will be measured. Once the media objectives, budget and timeline have been defined, an analysis of the target audience and their purchase path is carried out, and the results are used to develop a strategy across all relevant digital and traditional channels.

Even with regard to the final lease, from the very beginning we have not been a classical media leaseholder of advertising space, which merely (re)orders advertising on the media, but we have been actively involved in the process of creating, scheduling and adapting the client's media budget. We want to get to know the client well, so we ask questions and listen carefully so that we can provide quality advice, prepare and optimise the media web, negotiate with each media outlet individually and try to tell tailored stories on each media channel that support the brand's overarching strategy.

The biggest leap compared to the early days of the agency is that new technologies have enabled data collection and analysis, which in turn helps to optimise media leasing, its constant adjustment, changing the content of ads and, last but not least, rationalising the client's investment in achieving the set goal.