In response to the comment from Martin Bowley (MW last week) that media planning is divorced from the creative process, as head of Strategic Solutions at MediaCom, I can only say that it isn’t – at least not here.
Our planning process, Real World Planning, ensures an integrated approach throughout the communication process, so that creative development and media planning are in fact based on the same strategic platform. This is something that we insist upon, whether the strategic platform is led by the agency or, as in an increasing number of cases, either by MediaCom or jointly with the creative company.
This has led to a number of very creative TV projects, including the development of The Real Car Show with Granada for Direct Line’s successful launch of JamJar last year.
If Martin would like to pop in here on his tour and hear about Real World Planning – he’s very welcome.
Director of Strategic Solutions and Real World Planning