Head of Startegy at Starcom , who has explained to us how the traditional media agency no 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 dizzying speed: loss of trust by people in brands, little differentiation between brands in their categories, digitization, technological transformation …
The planner must be there, providing more value than ever, orchestrating all solutions for new challenges, from consulting and defining the strategy to implementation and measurement. I consider this last uk telephone number database 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.
By going “ahead” I mean that the planner must be steeped in trends, anticipating what is to come. In that our role has not changed; has been, is and will be an attribute that characterizes the planner.
The planner must UK Phone Number Database provide more value than ever, orchestrating all solutions for new challenges, from consulting and defining the strategy to implementation and measurement.
What are the advantages of a media agency as a strategic consultant?
The capabilities of the media agency today are of immense value. I think the challenge we have as an industry is precisely that, to show that a media agency not only plans media, but that we have expertise in consulting, data and technology . What’s more, our vision as a Publicis group is to unify the service offering of these three legs (media, technology and data) together with creativity.