Point of view: Media planning - friend or foe
John WoodwardPublicis WorldwideIt was interesting this week to read that Visa is overhauling its advertising development process, joining the growing band of major clients who are involving the media agency before the creative agency, and doing the media planning before the creative ideation.
This is, I think, a good thing. However, it's frequently misunderstood, and badly executed, either because media agencies have a mistaken idea of how they can add value or because they are ill-equipped in staffing or skills. The result is often, therefore, strategy proliferation, friction between media...