Media planning: Media by design
Kendra KingInitiative
Media planners should embrace design thinking principles to go beyond numerate processes and uncover deep, meaningful insights and breakthrough ideas.
Driven by their penchant for media math, media agencies were once quite comfortable being left to speak their own language of half-lives, gross rating points and cost per thousands. Only occasionally did they dare to visit the world of exploration and imagination governed by the advertising agency brethren. However, with the elevated role of media and technology in the lives of consumers, media agencies have evolved to meet the needs of marketers...