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  • Frank Gussoni

It’s What You Learn After You Know It All That Really Counts - Part 2

Last week I spoke a bit about the communication breakdown between marketing departments and media agencies when creating a campaign strategy. If you missed it, please go back, and take a peek. Now, I’ll continue.

First, many of the marketing leaders are younger than 40, which is great, really it is but let’s analyze a few things associated with that.

They grew up in the cellular and digital world, it’s really all they have known. And companies like Google and Meta have done an incredible job growing audiences and tracking behavior, all of which is very valuable. But one must ask, who receives the most, the client or the publisher?

These companies have created a digital world so cluttered with ads, competition, and limiting algorithms that they nearly demand every brand advertising with them continue to spend more, if they intend to keep up with the noise created by the other brands also using these outlets.

Marketer: “We need more exposure”. Outlet: “Well, you’re going to have to increase your spending”! Nice!

The second concern I have is their narrowness of thought. Many have preconceived notions. They’re so sure what will work and what will not. But many really don’t spend enough time analyzing their existent consumer and fishing where their catch swims. The proof is found in one word. BUDWEISER!

If you have an older clientele, please believe me when I say those folks still watch TV, listen to the radio, and take to the highway to see their kids and grandkids! And they have their opinions good and bad!

My next concern is their lack of observation. They need data, but 25% don’t know how to use it and  another 25% don’t even look at it. They just need to have it; in case their boss wants to see it. But they don’t take the time to watch the brightest and best in the world and ask themselves why. Why if digital is the end all be all, then why do companies that own that space such as Meta, Google, Apple, Microsoft, Verizon, Samsung, Netflix and so many others not put all their eggs in the digital basket?

Answer: Because they are the biggest and brightest, with tremendous mental horsepower, and they know the answer lies in diversifying their campaign, so they can spread their net wide enough to catch more fish than their competitors. Think about it. They all use TV, radio, and OOH, in addition to their apps, CTV, OTT, programmatic, digital elements and search.

My next concern is their lack of differentiation. They don’t understand the difference between marketing programs and advertising. While it might be nice to do some quirky promotion that gets you noticed, it may not appeal to the masses and go completely unnoticed. Just because they think it’s cool, doesn’t mean everyone else will. I know three things.

1.      Every brand wants a more personal connection to their consumers.

2.      Every brand wants more customers.

3.      Every brand wants to make more money.

They only have two choices.

1.      Grow their client base.

2.      Sell more to their existing client base.

Finally, my last concern is egotism. Yep, I said it. It’s clear and simple. If the idea comes from an outside source, it’s not as good as if they thought of it. Trust me, I have always garnished my best results both personally and professionally by my willingness to look for the best answer, whether it’s mine or not. Winning gets you the gold ring, period!

In the end, I’m not saying you need every media that exists, but I am squarely saying that there are too many opportunities, great opportunities being missed and really money being wasted, due to the lack of experience and awareness.



President & Founder of A3 media.

We’re Type A. We transform media from an expense into a smart investment.

Frank’s Take provides uncommon sense media buying advice for regional and mid-market businesses.

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President & Founder of A3 media. We’re Type A. We transform media from an expense into a smart investment.

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