Press / Why Everyone in Advertising Wants to Work in Media
September 08, 2014 · Ad Age
Why Everyone in Advertising Wants to Work in Media
Ad Age published a guest column arguing that media planning has evolved from a back-office function into a central, sought-after discipline within marketing, citing tech leaders' repositioning of their companies as media businesses and campaigns like L'Oreal's Emmy Awards "magic mirror" activation as evidence. The piece contends that professionals across creative, planning and account roles now need media fluency, and argues that as marketing specialties fragment, coordinated media planning becomes more essential to brand success.