Key in the Media Arts thinking is the understanding, that media strategy is an essential part of the creative process. During the 2009 Grammy Awards Pepsi ran an ad tied to one specific moment during broadcast. As adage.com reported, the Pepsi ad with Will.i.am appeared immediately after the singer will be on screen. “Typically, you do spot and you just try to find a bunch of different places [for it to run]. That’s the tommy-gun approach.” said Rob Schwartz, executive creative director of TBWA\Chiat\Day Los Angeles in AdAge. “This is more precise, and more and more, we are looking to do deeper messages and have them in places where there’s more relevance.”

Source: www.adage.com