Illumination through media
The Gate's media department also adopt the Illumination approach, asking how media can be best used to light up your brand or product proposition in your target audiences' minds. We look beyond buying space at the lowest price and measuring Share of Voice, instead we use insight driven buying strategies and measure Share of Mind – the greater the SOM the greater the audience attention.
As part of a full service agency, we truly integrate creative and media.
Our approach involves building on the consumer insights that have driven the creative development, layering proprietary knowledge of media usage to develop a core plan. A key point of difference at this point of the process is that we hold regular briefing sessions with key media owners and clients. This collaborative approach leads to cross media integration, better linkage to editorial and increased cut-through, and greater interactivity and response. All in all it actively serves to bring the idea to life.