Is Madison Avenue really rethinking the mix? Or, is it just mixed up?
new arms race among the big US media shops is no longer billings clout, stateoftheart
media management systems, or even proprietary research. It is thinking.
Actually, it is a form of creative thinking the kind of thinking normally
associated with their creative agency counterparts. And to come up with these
new thoughts, media agencies have begun borrowing something else from the
creatives: the discipline of account planning.
course, they don't call it account planning. They have come up with all sorts of
labels to describe their new approaches: communications architecture, realworld
media planning, 360 degree media planning and even media account planning. Call
it what you will, it is premised on the same ombudsmanlike approach as
account planning. The only difference is that instead of focusing on how
consumers relate to brands, these new media ombudsmen concentrate on how a
consumer's relation to media affects those brands. It is a slight twist and a