360DigitalInfluence

Adweek writes that in five years  any agency worth its salt will have  creative directors that are completely agnostic  of media discipline between  broadcast, print and digital. True that.

I add to that  the same is  true of their counterparts in media  strategy.  After all, media planners are the glue between the message and the people.  As audiences move from being a collective entity to a collection of individuals,  media specialists must be  able to position messages across every conceivable communications opportunity. And they must know how to customize the positioning  for each  individual’s  own place in the buying cycle.

Gone are  the days of the traditional versus digital media planner. So if your planner can give you  a  birds eye view of how  C3  (commericals + DVR) ratings will  forever change the face of upfront buying, but cant tell you how  to optimize your digital ads with  predictive modeling, then  change will eventually be afoot.