LeadPost CMO Roy Harmon had the pleasure of interviewing John Gross, the Founder and CEO of Fat Earth Media, for the Hot Pursuit Podcast. The conversation was a deep dive into the importance of integrating creative strategy into the media buying process.
This article will cover some key takeaways from the interview. You can also watch the whole episode below (or listen here).
LeadPost CMO Roy Harmon had the pleasure of interviewing John Gross, the Founder and CEO of Fat Earth Media, for the Hot Pursuit Podcast. The conversation was a deep dive into the importance of integrating creative strategy into the media buying process.
Here are some of the key takeaways from their discussion.
The Importance of Creative Strategy
John emphasized the importance of a strong creative strategy in the current business landscape. While straightforward direct response advertisements still have their place, Gross believes that brands need to think more about their overall brand strategy.
According to Gross, the most successful brands are those that operate across the spectrum of advertising, from direct response to brand-focused content. He pointed out that many brands excel at one end of the spectrum but struggle to integrate the two. Gross believes that the key to effective creative strategy lies in finding a middle ground that satisfies business objectives.
The Role of Testing and Balance
Gross also discussed the importance of balance in creative strategy. He suggested that brands should run quick, cheap tests alongside more thought-out, big-picture strategies. The key, according to Gross, is to understand when to use each approach. This requires someone, whether in-house or external, who can make strategic decisions about when to use different tools and strategies.
Where to Find John Gross
For those interested in learning more from John Gross, he is active on LinkedIn. He also started his own podcast, the Down to Earth Marketing Podcast. We’ll share a link to that here when it launches.