Why the concept of non-working media is outdated (and holding you back)

Imagine spending most of your budget just to get content seen—but not investing enough in making that content good. Sounds backwards, right? Yet, that's exactly what the old "working vs. non-working media" model encourages. It’s no wonder this approach no longer works.

For years, marketers focused on how much of their budget went into paid media placements ("working media") versus creative production and strategy ("non-working media"). The logic was simple: spend more on distribution to reach more people. But with today’s content-saturated environment, quality is everything. If your creative doesn’t resonate, no amount of media spend will save it.

What is non-working media?

Non-working media refers to the costs of creating assets—like production, creative development, and strategy—while working media covers the budget used to distribute those assets through paid channels.

Historically, non-working media was seen as overhead. The prevailing mindset was to minimise production expenses to maximise paid placements. But what’s the point of amplifying content that doesn’t engage? High-quality creative is no longer a "nice-to-have"—it’s essential.

Why the traditional ratio no longer works

1. Creative drives media performance: Engaging creative grabs attention and significantly improves the efficiency of your media spend.
2. Platforms reward engaging content: Algorithms on platforms like Meta and TikTok favour content that generates meaningful interactions, reducing your cost per result.
3. Personalisation demands more creative variations: Brands now need a variety of creative assets to connect with different audience segments and markets.

The creative investment reality for global brands

Consider a global household products brand that traditionally followed a 90/10 split between media and creative production. After shifting to a 80/20 ratio and investing in higher-quality, market-specific creator content, they improved engagement rates by almost 50% and significantly improved brand sentiment—all while achieving the same business outcomes with less total marketing spend.

This isn’t an isolated case. Brands that invest more strategically in content quality consistently see their media budgets work harder, with performance metrics often doubling. Platforms actively reward content that engages consumers, regardless of category or brand size.

How content requirements have evolved

The rise of short-form video and platform-specific content has fundamentally changed how brands need to approach creative production. Previously, a single high-production television commercial with regional adaptations might suffice. Now, brands need dozens of creative variations tailored to each platform, audience segment, and market.

For large organisations with multiple brands, this shift presents both challenges and opportunities. Relying on a single master campaign no longer delivers optimal results. Each platform has its own audience expectations, content formats, and native styles, requiring tailored creative strategies.

A practical approach: recalculating your creative investment

Instead of sticking to outdated working/non-working ratios, consider this approach:

1. Evaluate your current ratios: Assess how creative-to-media investments vary across products and markets.
2. Analyse content performance: Review engagement metrics and conversion data to identify what’s resonating with your audience.
3. Test and adjust: Pilot a campaign where you shift 10-15% more budget into creative production. Focus on platform-optimised content and measure the outcomes.
4. Look beyond basic metrics: Track how improved creative impacts algorithm performance, reach efficiency, brand health, and sales.
5. Scale what works: Use these learnings to inform new benchmarks and scalable creative strategies across your brand portfolio.

Reframing non-working media as a strategic investment

Shifting away from the “non-working” label isn’t just semantics—it’s about recognising that creative production directly impacts media effectiveness, brand affinity, and business results. Treating production as overhead to be minimised is like underestimating the importance of product quality or customer service.

When brands continue to label creative production as "non-working," they apply outdated thinking to a modern marketing reality. Creative is the fuel that powers your media engine—without investing in quality, you’re just spinning your wheels.

How Creatively Squared helps leading brands

Creatively Squared helps brands create high-quality, platform-optimised Creator Ads that engage audiences and meet brand safety and quality standards. Our solutions seamlessly integrate with existing marketing workflows, enabling brands to scale content production without compromising quality.

Brands partnering with us consistently see improved engagement rates, stronger brand sentiment, and more efficient media spending. By prioritising creative upfront, you’ll make your entire marketing budget work harder—and get the results you’ve been aiming for.