21st century media planning: total customer communications experience

The author traces the changing role of the (US) media planner over the last 20 years, and recommends that the future planner will be less of a single medium expert and more a 'Customer Contact Specialist'.

21st Century Media Planning: Total Customer Communications Experience

Natasha Ikonnikow HouseholderErnst & Young

I couldn't have known it then, but I started my career in the halcyon days of advertising. Remember the 80s? Those were the good old...