Why social has to sit at the center, not at the end

Traditional agencies still start with a 30-second film and then “adapt for social.” That sequence is backwards. Attention lives in feeds first. Television, OOH, and retail should inherit what already works in the scroll, not the other way around.

Putting social at the center is not a channel preference. It is an operating system: listen daily, make daily, measure daily, then amplify. Creative, media, and strategy have to sit in the same room or you will pay twice for work that does not talk to itself.

That is the Turner Media model. One team. One brief. One scoreboard.