A timely return to the craft of media planning
In a marketplace akin to haggling on Paramatta Road for an old Kia, how do we sell spanking new Ferraris? Ian Perrin calls for the return of the return of the superstar media planner.
There was a time when media pitches were won by compelling insights, innovative channel plans based off those insights, and a prescient articulation of measuring performance.
However, since the global financial crisis, those days have passed. Media pitches, especially global ones, are primarily driven by rates, and delivering (usually unsustainable) price commitments.
In such an environment, agencies have lost their ability to sell the benefit of media planning, and clients have lost the skill to value and evaluate it.
Well said. The global procurement nonsense is ridiculous…
Proof media strategists can’t use photoshop.
Well said pea.