Seizing the Moment: What Happens When Media Gets Creative

In the fast-break world of media and advertising, being ready to seize unexpected opportunities has never been more crucial.

That’s something we were reminded of when presented with a last-minute shot at placing ads in the Big Ten Women’s Basketball Tournament, where Iowa Hawkeyes superstar Caitlin Clark has dominated the court and electrified sports fans.

The games not only made Clark a household name but, for our brand partners, put the importance of opportunistic media buys in the spotlight.

With our finger on the pulse of what is happening in culture, especially within women’s sports, and due to our extensive relationship with the networks, we learned that some remaining ad slots were available in the game in which Caitlin Clark was looking to break the all-around scoring record. With swift action, Anthony Pedalino, VP of media, worked closely with Fox and internally with our teams to find clients who would be interested. Our teams quickly mobilised and secured units for three of our clients within three hours -seizing a prime opportunity, and one that was completely unexpected.

Why is this approach so important today? Because in a world characterised by so much media fragmentation, commoditisation and unpredictability, brands must be prepared to act quickly and capitalise on opportunities that may emerge. While traditional network upfront deals may offer certainty and premium placements, it is the opportunistic buy that allows brands to tap into moments of cultural significance that might have otherwise been missed.

At our agency, we are poised to strike at these moments of opportunity because our teams are structured in a purposefully integrated manner, where a single team leads media strategy, planning, investment, activation and measurement. This intentional design - compared to typical media agencies, having far more layers of approvals and siloes - allows us to be nimble and more closely aligned with our clients’ business needs so we can bring them breakthrough opportunities in real-time.

For us, the success of such an approach lies in strategic alignment. It’s not just about jumping on every available opportunity. The way we see it, success comes from the intersection of media, strategy, creative, and a connection to culture. By earmarking funds for unforeseen opportunities, brands can capitalise on cultural moments like the NCAA games - or what NBC Sports dubbed 'The Caitlin Clark Show' - thereby driving relevance and impact with a moment’s notice.

From a consumer perspective, the timing of ad placements may seem inconsequential. But for brands, the ability to adapt and respond to the shifting tides can make all the difference. Opportunistic media buys offer an unexpected chance to break through the noise, connecting with audiences in meaningful ways at times when it matters most.

As the business of media buying becomes more complicated considering proliferating platforms and evolving consumer passions, the lesson remains clear: Flexibility breeds success. By embracing opportunity and getting creative in media, brands can stay ahead of the curve and drive meaningful engagement with their targets.

By remaining vigilant, adaptable and strategically aligned, advertisers can harness the full potential of these surprise opportunities, driving impact and relevance beyond the final buzzer.