It is OK to have a goal to make your work famous, and it helps you keep the big picture in mind. In everything you do, look to go that extra mile. Find ways to build frequency across many media types using the tactics above. Be sure to make the plan measurable, whether it is a branding or a DR campaign.

Figure out ways to pull all of the data together so you are able to document your success. This also makes it easier to sell through to the client in the first place. I cannot overemphasize this point, especially with new technologies and new media.

If there is not an established standard metric, work with the media seller and the research companies to come up with an effective one. For most digital media, there are more data than most agencies can ever hope to digest. Dig into it and find some data points you’ll be able to extract along the way that document your success.

What are the elements of a winning plan?

• Start with a good media brief that results in clear objectives.
• Make sure that the client has signed off on the objectives. (The best objectives are ones that the client edits. That way you are sure they read them!)
• Create the obvious alternative strategies, then create a few that overreach rather than just meet expectations. This could be a medium never used by the client, a higher budget level (making your case for the spend) or a new treatment within a medium.
• Don’t be shy about coming up with ideas that leak over into the creative realm. They would do the same.