A partisan view of neutrality

Some of what Charlie Makin (MW September 19) writes makes perfect sense. A media-neutral approach has to start with a fundamental customer understanding.

I do, however, take issue with two points. Firstly, that media-neutral planning is fundamentally flawed. Yes, agencies are guilty of overtalking and underdelivering, but let’s not kill something which, when used properly, is an incredibly effective process. To move forward, we need to agree a common view of what we mean by media-neutral strategy planning and, importantly, to articulate clearly its benefits to agencies and clients alike – something that clearly hasn’t happened with Makin’s senior client.

Secondly, on the issue of whether consumers want media neutral planning, Makin completely misses the point. Consumers don’t throw up their hands and say “use CRM on me” – it is an approach marketers use to persuade their customers to spend more and to stay active for longer. Equally, it is irrelevant whether consumers understand what media-neutral planning is.

Used properly, a media-neutral approach will lead to powerful, effective, value-for-money communications that solve clients’ business challenges. Let’s focus the debate on how we can change agency and client organisations in order to deliver it effectively.

Peter Crawshaw


London W12

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here