Don’t Confuse Tactics with Strategy
Channel: VMA Media
Date: 04/11/2014

Featuring:
Jen Brady, Founder, CEO of Fred & Associates

Jen Brady founded Chicago-based digital shop FRED & Associates 10 years ago with the intent of providing clients with hands-on service and attention to detail. Today, FRED is executing marketing strategy, media buying, planning, and creative services for clients such as Avery Products, Allstate, Disney, Hallmark, Starz, and the U.S. Army.

“Programmatic can be a great tactic,” Brady explained when asked about programmatic buying, “but it is certainly not a strategy.” She went on to explain that the value of programmatic is great in reaching the right consumer, but not necessarily at the right time or in the appropriate context. 

Her advice to clients in this fast-paced media environment is: “Don’t fight change. Embrace it. Test, learn, and scale.”

Filmed at Videonomics Santa Barbara Summit, 2014
http://videonomics.com/event/ca-summit-2014/#overview