7 Things Creatives Should Know About Media, According to Apollo Partners Founder Eric Perko
Geno Schellenberger & Eric Perko
Lots of times… creative and media teams work in silos. Eric Perko, Founder and CEO of independent media agency Apollo Partners, wants to change that.
On the Breaking and Entering Advertising Podcast, Eric shared an honest look at how media agencies work, why they should be creative partners, and what creatives should understand to make better work.
Here are 7 things every creative advertising professional should know about media, straight from someone running a modern, independent media shop.
1. Media Should Be a Growth Strategy, Not Just a Budget Line
Too many brands treat media as an expense to check off. Eric says it should be a lever for growth. The best plans do not just spend more money, they spend money smarter.
"We tell our clients it should be our job to recommend spending less if that is the right answer."
2. Creative and Media Need to Work Together From the Start
Media and creative ideas should not be planned in separate rooms. The best campaigns are shaped with placement in mind. Should it live on TikTok? As a pop-up? On TV? Knowing the idea early helps figure out the best way to bring it to life.
"Ideally you are partnering hand in hand from the beginning."
3. Media Planning is a Creative Job
Forget the idea that media is only spreadsheets and negotiations. Modern media strategy involves designing brand experiences, integrating into the Super Bowl, or unlocking new data opportunities.
Creative teams should see media partners as fellow idea-makers, not just buyers.
4. Small, Focused Teams Can Make Better Work
Apollo Partners was built to stay small on purpose. Eric believes tight, accountable teams move faster and deliver better ideas.
"All the great things I have been part of were small, focused teams with a lot of capabilities."
5. Media is Changing Every Day. You Should Too.
Eric says the best media professionals love how fast the field evolves. New channels, new formats, new cultural behaviors mean creative teams also need to stay curious and adaptable.
Working with media partners is one of the best ways to keep your ideas current.
6. Good Media Plans Really Know the Audience
Media agencies go deep on audience research. But Eric points out many old-school plans miss younger audiences entirely. If your audience lives on TikTok but your plan ignores it, your creative will not land.
As a creative, ask the media team where your audience actually spends time.
7. Independent Media Agencies Often Play by Different Rules
Eric's agency avoids "principal-based buying," which is essentially selling clients media they have a financial stake in.
He believes recommendations should be about what is best for the client, not the agency's bottom line. For creatives, this often means more trust and more freedom to do interesting work.
Watch the Full Episode
Want the full story? Hear Eric Perko explain these ideas in detail and share his journey building Apollo Partners.
Final Thought
Creative work does not end at concepting. It lives and breathes in the real world through media. The best campaigns come from creative and media teams working together from day one.
Next time you are writing a brief or brainstorming a concept, invite your media partners in early. Your work will be better for it.
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