Stop blaming planners. It’s their clients who make media ineffective
“Do your fucking job.”
That was Mike Follett’s message to media planners at The Future of Media Manchester last month. Great soundbite… but are planners really to blame?
I’ve been talking to planners for a good few years now, and the idea that they’re lazy or incompetent is entirely at odds with what I see and hear. One of the first things I did as TML editor was introduce a Strategy Leaders feature, showcasing the best planning brains in the industry. It was precisely because there was so much rich material to commission.
They aren’t asleep at the wheel. They are strapped in the passenger seat while the client floors the accelerator and fiddles with the sat nav.
Maybe it’s the marketers who should “do their fucking job”.
