Enrique Gutierrez
Media Planner at Publicis Media Unit 3C
Website Address: https://www.publicismediaunit3c.com/
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Enrique Gutierrez from Publicis Media Unit 3C. To learn more, check out https://www.publicismediaunit3c.com/
What is the biggest change in marketing that you see coming in the next 2 years?
Ensuring consent. In light of iOS 14 and the cookie sunset, advertisers need to be more responsive to privacy concerns of consumers. A big part of that ensuring informed consent regarding how data is tracked, collected, and used.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
The main benefit is in creative difference. Working with an outside media planner prevents groupthink from impacting the diversity of placements and strategies that can be used to improve performance.
What is one tip that you would give when it comes to media planning?
Don’t forget about traditional media. Just as with email and snail mail in the 90s vs now, traditional media will reach a similar point. With an ever-growing number of screens, traditional media will be less saturated and thus offer fresh opportunities for tired eyes.
How does a media buyer stay on top of trends with media placement?
Industry and platform blogs are very helpful in this regard. These include Moz, SemRush, Buffer, and Hubspot among others. Adweek and Adage are great as well.
