Ambidextrous thinking: balancing data and creativity

Traditionally, advertising agencies have treated media and creative as separate fields, even outsourcing to distinct agencies. Creative agencies focus on crafting concepts, copy and visuals, while media agencies handle campaign placement. Many marketing teams now have agencies specific to each discipline.

At Hemisphere we take a more holistic approach — what we call ambidextrous thinking. We combine data driven strategy with creative ingenuity, collaborating to deliver a cohesive solution that achieves maximum impact.

The power of integration: media and creative in harmony

The importance of synergy between media and creative can’t be overstated. A media strategy without creative execution lacks flair, while creativity without a media strategy will always miss the mark. When media and creative work harmoniously, the strategy aligns seamlessly with creative execution, resulting in a compelling message that resonates with the target audience.

“Even after decades in this industry, I still get really excited every time a media idea sparks a brilliant creative execution, and when a creative idea seamlessly integrates within a media context. That, to me, truly demonstrates the magical impact advertising can have”.
Katrina Richmond, Hemisphere's Head of Media and Insight

Nielsen Research found that creativity accounts for 47% of a campaign’s impact, with the remaining influenced through brand and key media pillars — reach, targeting, recency and context. Magna Media Trials/Yahoo found that creative now drives 56% of a campaign’s impact on purchase intent. This data shows the vital role both media and creative play in delivering successful campaigns.

Hemisphere’s integrated approach

At Hemisphere, our integrated agency approach bridges the gap between media and creative. Our experts in creative design emotionally resonant campaigns, that are visually captivating and memorable. Our media specialists ensure these impactful messages reach the right audience, at precisely the right time and through the most effective channels.

We create campaigns that are not only impactful and memorable but also effective.

Client benefit: a cohesive strategy with impact

Integrated campaigns are more effective when they’re delivered through a cohesive and collaborative agency. This symbiotic approach reflects our commitment to whanaungatanga — providing a greater sense of shared ownership, leading to seamless campaign delivery and exceptional outcomes for our client partners.

Unlocking the power of integrated advertising

Integrated advertising, powered by ambidextrous thinking, is the key to achieving maximum impact. Hemisphere’s expertise lies in merging media and creative, forging strategies that resonate rationally and emotionally with the audience. Hemisphere has the vision, experience, creativity and data to make your brand shine. Let us show you the power of integrated advertising. If you’re looking for advertising solutions that captivate and convert, let’s kōrero.