Dead or primed for rebirth? The state of communications planning in 2017
Whilst eulogies announcing the death of frameworks and processes are often premature, I can remember one area of the communications ecosystem that did unfortunately pass away. It was the stand alone communications planning entity.
Every week the advertising industry loves to pronounce the death of something.
Media planning is dead – says one expert.
Planning is dead, says another.
The traditional media agency is dead too (whatever that means).
Quit your yapping and start producing
Agree.
kind
Spot on. There are a lot of so called “strategists” in Australian media agencies who bang on about AI or data fuelled marketing who couldn’t put together a Comms plan if their life depended on it. Let alone tell you how data is informing the plan beyonf a tiny % of programmatic banners. It’s compounded by the ridiculous notion of waiting for a response from “the media” to put together a plan. So the plan is dependent on who responded the quickest, with the best charts (or best lunch) and within budget. Entire relevant media channels aren’t put on the plan as a result. This isn’t a media plan but a summary of responses. Sorry state of affairs. Total lack of media planning based on the client’s objevtives or the creative idea. Media agencies are also too busy trying to sell in shit content that they’ll pay people to watch.
Well said Ben. Perhaps the the need is greater now more than ever. Not only from Naked-like agencies, but also at the source, in marketing departments and Executive teams.