Creative: the new media planning

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...