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May 02, 2010

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I have been saying this for years. As a former V.P. Assistant Media Director at O&M, I always felt it was a mistake to unbundle media planning from creative. When I worked there the media planners had more involvement with the creatives than with the media buyers.

Yes! Being a media planner can be far more exciting in this decade than during the prior decade. Now, planners not only have more platforms from which to chose, they also have the chance to explore new metrics such as daily reach & frequency, sociability, and reach velocity. The target is no longer just the potential customer, but the person who is most likely to carry the message via Social Media. The ad becomes the flower, the customer the bee.

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