And it is precisely in this changing environment, which poses more and more challenges, such as digitization and technological transformation, in value than ever to brands, because today it has to be the person in charge of solving new challenges, from consulting and defining the strategy to implementation and measurement.
On all these issues we have spoken with Carlos Pacheco , Head of Startegy at Starcom , who has explained to us how the traditional media agency no belgium telephone number longer only plans media, but now has skills in consulting, data and technology; three legs that, together with creativity, the Publicis group wants to unify in its service offering to offer an end-to-end solution.
Has the role of a planner within a media agency changed a lot in recent years?
Clearly, it is now much more demanding. The role of the planner has evolved at the same speed as the challenges of brands and the cultural context, but always going one point ahead. Let me explain: the environment is becoming more and more arduous, emerging new challenges at a dizzying speed: loss of trust on the part of people in brands, little differentiation between brands in their categories, digitization, technological transformation … The planner must be there, providing Belgium Phone Number Database more value than ever, orchestrating all solutions for new challenges, from consulting and defining the strategy to implementation and measurement. I consider this last aspect of implementation and measurement vital,the planner must have a completely complete vision of the process, must have the ability to define a strategy, but also knowledge of how to execute and optimize it.