https://bja.igloo1.com/blog/where-have-all-the-planners-gone/ from BJ&A Thu, 28 Jul 2016 12:01:57 +0000 hourly 1 https://wordpress.org/?v=4.0.38 https://bja.igloo1.com/blog/where-have-all-the-planners-gone/#comment-128427 Fri, 22 Apr 2016 09:45:43 +0000 http://www.bjanda.com/blog/?p=751#comment-128427 Think Brian that despite judgement playing a significant part in planning (irrespective of the basis for making that judgement, whether it’s data driven, stars driven or what not) there has been an undue agency pressure to weight the decision to use X or Y media rather than Z on the basis of whether X or Y deliver a higher margin than Z. So over time recommendations have become increasingly less media-neutral (it has never been completely media-neutral, as I think you know… but that’s a consequence of exerting your “judgement”) and that, of course, has eroded much of the basis of proper media planning work. The weight of evidence (from multiple sources) any good planner uses to make his/her call has been supplanted by “business imperatives.” As you say, we’ll see. On the other hand, thinking technology will provide much of that lost “neutrality” might be easier said than done… just think of the feathers ruffled by Google’s multi-analytics-agency work on the effectiveness of YouTube videos. That’s “technology” at work. Neutrally? Well…

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