In the latest in a series of guest columns on the future of media planning for Campaign Magazine, Ed argues that brands and agencies fundamentally need a better understanding of audiences.
While many, large-scale Media Agencies have focussed on driving efficiencies in the media buying practice, this has come at the cost of developing deep insights and understanding of the very people we are trying to influence.
At Yonder we pride ourselves on putting the Audience at the heart of all comms and media planning. Planners and clients everywhere should embrace the opportunity to put themselves in their audience’s shoes… and evolve our thinking from comms planning, to experience planning.
Read the full article here.