Advertising Media Marketing Opinion In-Depth
Phil Georgiadis
Jul 24, 2014

Why media strategy is a creative problem

Brilliance of the original BMW media strategy (when its share was <1 pc) was that it chose environment over efficiency, quality of positioning over absolute price, says the author.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 022 69047500

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Adobe launches ad making tool for small businesses

1 Adobe launches ad making tool for small businesses

Kia's Sonet embarks on a journey of uncharted thrill

2 Kia's Sonet embarks on a journey of uncharted thrill

WPP's 'pretty grim' profit warning: stock market analysts react

3 WPP's 'pretty grim' profit warning: stock market analysts react

Rob Reilly at Cannes 2025: Why advertising needs better PR (and even better ideas)

4 Rob Reilly at Cannes 2025: Why advertising needs better PR (and even better ideas)

Googlies on Google: A curiosity-driven game for search

5 Googlies on Google: A curiosity-driven game for search

Scroll-stopping or scroll-past? The 2.5-second ad dilemma

6 Scroll-stopping or scroll-past? The 2.5-second ad dilemma

Eknath Shinde's message to advertising, marketing and media professionals

7 Eknath Shinde's message to advertising, marketing and media professionals

WPP has appointed Cindy Rose, a senior Microsoft executive, to replace Mark Read as chief executive

8 WPP has appointed Cindy Rose, a senior Microsoft executive, to replace Mark Read as chief executive

Kuku FM launches Kuku TV targeted at mobile-first viewers

9 Kuku FM launches Kuku TV targeted at mobile-first viewers

Moves and Wins: Week of 30 June

10 Moves and Wins: Week of 30 June

Related Articles

Sociowash to handle BMW Motorrad India
Advertising
Feb 15, 2023
Campaign India Team

Sociowash to handle BMW Motorrad India

BMW parks media mandate at Lodestar UM
Advertising
Nov 16, 2022
Campaign India Team

BMW parks media mandate at Lodestar UM

Battle of the Brands: Mercedes-Benz vs BMW
Digital
Mar 02, 2022
Campaign India Team

Battle of the Brands: Mercedes-Benz vs BMW

MMGB: Why be in office, asks BMW
The Work
Sep 18, 2017
Campaign India Team

MMGB: Why be in office, asks BMW

Just Published

Itch you can’t ignore: Sebamed scratches at the truth
Advertising
1 day ago
Campaign India Team

Itch you can’t ignore: Sebamed scratches at the truth

Its latest campaign takes a cheeky swipe at anti-dandruff clichés, spotlighting how itch—not just flakes—disrupts everyday moments.

Not every Cannes Lion roars in real life
Awards
1 day ago
Raj Kamble

Not every Cannes Lion roars in real life

Amid Cannes backlash, a creative reckoning unfolds. Famous Innovations’ founder and chief creative officer wonders, where do bold ideas end and brand accountability begin in awards season?

Cannes Lions tightens reins as AI blurs boundaries
Advertising
1 day ago
Vinita Bhatia

Cannes Lions tightens reins as AI blurs boundaries

After revoked wins and synthetic scandals, Cannes Lions introduces new integrity rules to verify claims and rein in AI misuse.

Cultural ‘Tadka’ drives India’s most effective ads in 2025
Advertising
1 day ago
Campaign India Team

Cultural ‘Tadka’ drives India’s most effective ads ...

Kantar’s Creative Effectiveness Awards show that when brands serve emotion with local flavour, consumers don’t just notice—they respond.