Creative: the new media planning

Joe Mandese

Joe Mandese, in his regular report on the U.S. media scene, considers the twin themes of 2005 - creative communications planning, and the metrics of accountability.

Creative: The New Media Planning

Joe Mandese

As we wrap up 2005, it's a good time to revisit the two disparate themes that have been driving fundamental changes in the way marketers and agencies plan and buy media. They are the simultaneous push towards both art and science. As outlined in previous columns, the artistry of media is being driven by the shift towards communications planning, and all the attendant metrics and measures that are emerging to show its substance: attentiveness, connectivity, involvement and engagement. The drive for greater science is underscored by the increased focus on accountability, return on...

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