Jeff Swartz
CEO + Founder at Ethic Advertising Agency
Website Address: https://www.ethic-ads.com/
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Jeff Swartz from Ethic Advertising Agency. To learn more, check out https://www.ethic-ads.com/.
What is the biggest change in marketing that you see coming in the next 2 years?
Change is the biggest change in the next two year. It’s not just one things, but it’s multiple changes that marketers and advertisers will have to face with things like privacy regulations, new mediums, shifting competitive landscape, inflation, and much more. Change will be constant and those who can roll with the punches and are comfortable in adapting to change will do well.
Are there any trade organizations or groups that you belong to?
Media Associations of Pittsburgh
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Marketing director’s tend to have to wear a lot of hats, are limited on time, and can’t be experts in all specific niches. Working with an outside shop allows a company to tap into the talent of multiple, true specialists, traditionally get much better results/deliverables than relying on one person, and they get more company time back in their day. All of this results in better efficiency and an easier path to them achieving their goals.
What is one tip that you would give when it comes to media planning?
Two tips: Apply logic and look at the creative. I’m heavy in the digital space which often gets bogged down with data and people get completely lost in the numbers. I love analytics, but sometimes a little logic applied to the numbers can reveal the true story and best direction. Also, media people should see the creative that will be distributing, it might spark a good idea for placement, or it might give you an opportunity to raise a concern about it. If the creative is bad…the media won’t be as successful.
How does a media buyer stay on top of trends with media placement?
Review the campaigns they are running, self educate, and talk with the client.
