Account Planning? Media Planning? Communications Planning!

Geoff Wicken
Global Information Services, Symmetrical Resources Inc.
and
Jayne Z Spittler
Leo Burnett Co., Inc.


Introduction

Proliferating media choices and fragmenting audiences can be a media planner's nightmare – and the same planner's dream. As audiences differentiate themselves by their media selections and usage patterns, media planners armed with these insights can elevate their work and contributions to a new level of strategic planning. No longer left in the dust of after-the-fact tactical planning considerations, they can and are becoming equal participants in early communications planning discussions with account planners, creatives and marketing strategists. Their insights and understanding of people's media behaviors help to shape target audience definitions, and message and media strategies that will deliver a brand's communications goals.