Results for articles with tag 'mediaplanning' (2 total)
10/22/2009 11:43:14 AM 
(1) 
(1) Judging from the debate it's provoked, it seems like a worthy effort. The crux of their argument is that Connections Planning has produced little and has been used by media agencies to fill a gap that existed because of their disconnection from the creative process.
At their most cynical, Kay and Oke suggest Connections Planning was born because it's ability to provide additional revenue, perhaps a little like Account Planning in the early days.
Their ideas to get it back on track are smart and reflect an understanding of the changed communication environment. Thinking about time, space, geography and emotional connection has to be a smarter way at the opportunity, than thinking channel out. However, I would argue that some of the best practioners already think that way.
In the end, the problem is the rise of infinite media that forces the practice of media planning to be re-thought and if you add onto that the general turmoil of a communication industry, you have multiple disciplines struggling to re-define themselves when there's no clear end-game.
At the end of two days of Planning-ness, it seems that Planners have a potentially even more expansive portfolio than ever before, but one has to question whether one person can really be effective across all or even several of these different areas.
The one solution could be Planning Teams- bringing together the best media thinkers with the best Account Planners. There's a lot that could be done with this model, but given agencies desire to reduce costs and consolidate skills, this might not be the most attractive financial option.
Posted by Ed Cotton
09/09/2007 09:48:43 AM
It's interesting to see what this means for media planners and buyers.
Are bloggers on media schedules?
Who is dealing with them?
Do they get forgetten about and left to the PR agency to handle?
If it's about doing more with blogs than running banners, then there's some potential overlap here.
Ogilvy PR recently took the unusual and important step of issuing a code of ethics that defines how they plan to work with bloggers.
- We reach out to bloggers because we respect your influence and feel that we might have something that is “remarkable” which could be of interest to you and/or your audience.
- We will only propose blogger outreach as a tactic if it complements our overall strategy. We will not recommend it as a panacea> for every social media campaign.
- We will always be transparent and clearly disclose who we are and who we work for in our outreach email.
- Before we email you, we will check out your blog’s About, Contact and Advertising page in an effort to see if you have blatantly said you would not like to be contacted by PR/Marketing companies. If so, we’ll leave you alone.
- If you tell us there is a specific way you want to be reached, we’ll adhere to those guidelines.
- We won’t pretend to have read your blog if we haven’t.
- In our email we will convey why we think you, in particular, might be interested in our client’s product, issue, event or message.
- We won’t leave you hanging. If your contact at Ogilvy PR is going out of town or will be unreachable, we will provide you with an alternate point of contact.
- We encourage you to disclose our relationship with you to your readers, and will never ask you to do otherwise.
- You are entitled to blog on information or products we give you in any way you see fit. (Yes, you can even say you hate it.)
- If you don’t want to hear from us again, we will place you on our Do Not Contact list – which we will share with the rest of the Ogilvy PR agency.
- If you are initially interested in the campaign, but don’t respond to one of our emails, we will follow up with you no more than once. If you don’t respond to us at all, we’ll leave you alone.
- Our initial outreach email will always include a link to Ogilvy PR’s Blog Outreach Code of Ethics.
Via Karl at Experience Curve
Posted by Ed Cotton
Articles for tag mediaplanning (2 total).