Planning department + media agency
For long has the media agency been gaining territory as a strategic partner to the client. Yet, media agencies have not excelled in creativity nor in customised solutions in their recommendations. It is in everybody's best interest to step up collaborations between the media agency and the advertising agency. End result: fewer generic media plans (too common if you ask me), and more media strategies that are integrated with the agency's strategic planning. Get the client directors to book meetings with media strategists early in the project phase.
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