Post by account_disabled on Jan 8, 2024 7:51:37 GMT
In recent years we have witnessed an evolution of the challenges facing brands, and a transformation of the cultural context that surrounds them, to which media agencies, and specifically the figure of planners, have had to respond. And it is precisely in this changing environment, which poses more and more challenges, such as digitalization and technological transformation, in which the planner has acquired a new role that provides greater value than ever to brands, since today they must be the person in charge of providing solutions to new challenges, from consulting and strategy definition to implementation and measurement. About all these issues we have spoken with Carlos Pacheco , Head of Strategy at Starcom , who 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 much in recent years? Clearly, it is now much more demanding. The role of the planner has been evolving at the same speed as the challenges of brands Email Data and the cultural context, but always staying one point ahead. Let me explain: the environment is becoming more and more difficult, new challenges emerging at a dizzying speed: loss of trust on the part of people in brands, little differentiation between brands in their categories, digitalization, technological transformation... The planner It must be there, providing more value than ever, orchestrating all the solutions for new challenges, from consulting and strategy definition 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, he 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. Our role has not changed in that; It has been, is and will be an attribute that characterizes the planner.
The planner must provide more value than ever, orchestrating all the solutions for new challenges, from consulting and strategy definition to implementation and measurement. What are the advantages of a media agency as a strategic consultant? The capabilities of the media agency today have immense value. I think that the challenge we have as an industry is precisely that, to demonstrate that a media agency not only plans media, but that we have skills 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. It is about offering an “end to end” solution , integrating all services. That is the main advantage, offering projects that cover the entire chain. Having a complete vision of the process is good for advertisers not only from a point of agility but also from a point of optimization. All this is also enriched with a research and data access capacity like no other service.
Has the role of a planner within a media agency changed much in recent years? Clearly, it is now much more demanding. The role of the planner has been evolving at the same speed as the challenges of brands Email Data and the cultural context, but always staying one point ahead. Let me explain: the environment is becoming more and more difficult, new challenges emerging at a dizzying speed: loss of trust on the part of people in brands, little differentiation between brands in their categories, digitalization, technological transformation... The planner It must be there, providing more value than ever, orchestrating all the solutions for new challenges, from consulting and strategy definition 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, he 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. Our role has not changed in that; It has been, is and will be an attribute that characterizes the planner.
The planner must provide more value than ever, orchestrating all the solutions for new challenges, from consulting and strategy definition to implementation and measurement. What are the advantages of a media agency as a strategic consultant? The capabilities of the media agency today have immense value. I think that the challenge we have as an industry is precisely that, to demonstrate that a media agency not only plans media, but that we have skills 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. It is about offering an “end to end” solution , integrating all services. That is the main advantage, offering projects that cover the entire chain. Having a complete vision of the process is good for advertisers not only from a point of agility but also from a point of optimization. All this is also enriched with a research and data access capacity like no other service.