I read with interest your piece on “putting creativity in touch with the media” (MW April 12).
The cause of this problem seems to be the size of media companies and structures that go with managing scale, rather than the ability of media personnel to work hand in hand with creative agencies and to ensure they are kept up to date.
In my 20 years in the business, we in the media have never been so creative and in tune with the total communications process. Every media company now has skilled personnel who understand and can add to the creative process. It is just that, I fear, the more experienced personnel in the larger media companies, who should be dealing with these issues on a daily basis, lack the time to do so as they are preoccupied with management issues.