There is a flurry of noise & action in bringing creative & media planning back together. This isn’t new & nor should they ever have separated
In a previous life, I created Cheil Media, Samsung’s in-house agency, specifically to bring media planning & creative together. Media planning was both physically, & in processed, immersed in the creative dept. & vice versa. Working with the creative teams to show the different cultural locations, site elevations, visual lead-ins, AdTech/network capabilities etc allowed them to create bespoke executions &/or adapt global assets to optimise the canvas/screen & boosts campaign effectiveness
The best creative executions maximise effectiveness when there’s context, working with the location & architecture, content & environment. I’m fortunate to work with the best creative teams who instinctively set out to understand audience behaviours & channel consumption.
It’s good to see the two getting back together, though I’m still mystified why they got divorced in the first place.