That’s a tough issue. A brand manager who’s already worked with at least three agencies (media, creative, digital and additionally BTL and PR) on one campaign may confirm that.

There are always one or two areas she may focus on. Usually, the traditional media (TV, print) or the creative conception. That’s because these two areas may be covered completely over their studies and most of the marketing budget goes to production and TV/print. Even though BTL and online needs more attention due to their complexity, the brand manager split her time – pretty rationally – based on the budget split. If 10% of budget goes to online and 10% goes to BTL then this rate may be applied for her time too.

This situation may be even more tough over holiday seasons. Media has to book TV and print way before the release and production may be in trouble if decisions cannot be made in time. I guess this is what happened with Danone. There was a TV spot a couple of hours ago that was persuading the audience to visit their new website.

Unfortunately, the website was not live yet. OK, it happens – as I wrote, sometimes it just doesn’t work out. But once you know, even in one or two days advance, take the time and design a very simple welcome page to get the people to come back in some days.



The website will be launched on 5th of January, 2009.


It’s pretty sticky for Danone, even if it’s winter holiday season. A harmonic release of an integrated campaign is not easy.