It may seem like media planning is now simply a case of applying the learnings of Professor Byron Sharp, or the advice of Les Binet and Peter Field, combined with some targeted programmatic activity.

“You might be under the impression that media planning in 2019 is super-easy [and] that my job is a doddle,” said Mike Deane, chief strategy officer at MediaCom AUNZ, a unit of WPP Group, “because, broadly, you're using the same research points, and the same starting datapoints, to inform your media decision-making.”