Merry Baskin advises on making communications planning an engaging experience that creates conversations between brands and people
Now is the time to be a communications planner. As media planning across the globe is experiencing a period of unprecedented change, driven by technology causing us to change the way we behave and interact with each other and with brands, the power has shifted from the traditional ad agency to the media agency.
The passive reception of brand messages by consumers is no more; it's a world of contact, content, interaction and influence, and the consumer is in control of most of it. The communications planner is at the centre of it all, strategically exploring and inspiring the deployment of different channels, platforms and media types before the advertising creative brief has even been drafted.
Nike focuses on setting up engaging events supported by social media