Creative Media Planning?

Media Planners of the world, arise!

Media planning is so twentieth century! How could ad agencies have not seen this coming? They elevated it to a near science, making ROI the touchstone of all media choices, because they figured it was what clients wanted.

How wrong they were. Clients always wanted creative media plans, even though that might sound like an oxymoron. Proctor & Gamble pulled the rug under the feet of everyone by announcing that it wants “a broader approach to consumer planning.” Translated: think outside the spreadsheet!

The marketer has asked for its media planning agencies to turn into ‘communications planning agencies.’ Translated: include non media into media plans, for heaven’s sake! Jim Stengel, P&G’s marketing head, said it best last year. A few of his references to this:

“We must accept the fact that there is no “mass” in “mass media” anymore.”

“There must be and is life outside the 30-second TV spot.”

“Brands that rely too heavily on mainstream media, or that are not exploring new technologies and connection points, will lose touch.”

“Why are we still dependent on reach, frequency, and advertising pre-market scores?"

I have been taking pot shots at reach and frequency for a decade, so it is good to hear a heavyweight say it. Especially a heavyweight with a $2 billion budget!