“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Paul Longo, managing director at Accordant Media.
A media agency’s core DNA has traditionally fed a model built around the media planner. In recent years, agencies have received much criticism for conferring too much responsibility of their strategic media efforts on young planners in their 20s.
Certainly, many shops are still mired in that old mindset. And while it seems that agencies acknowledge that the planner’s role must be transformed to realize the potential of always-on marketing, there needs to be a quick shift to action to meet current planning realities and changing client needs.
To fully appreciate, it could be instructive to take a historical view of the evolution of agencies in the past 15 years. Until the aughts, most media planners focused on traditional planning – including target audience preparation, strategies and tactics – just once a year or quarterly. Once that planning was complete and campaigns were set in motion, things would ramp down. Optimization was a maintenance endeavor that took up no more than 30% of agency media folks’ time.
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