Edition:: UK |; Asia

Jobs

Marketing Manager – Events Industry: Up to £40,000 Plus Pension
Strategic Insight / Data Consultant (Financial Services): £200-£300
Customer Insights Marketing Manager (Retail): £40000-£50000
Head of E-commerce: Attractive
Business Development Executive: £25000-£35000

We Are Social - Advertising 2.0

Is advertising broken?

Comments:6 Add your comment

Gareth Kay asks 'Is planning broken?'

The sole responsibility of the planner is to ensure that the work works. Yet all the data suggests that this is clearly not the case.

As my title suggests, we may as well be asking 'is advertising broken?'

^{Subscribe to Advertising 2.0 by} ^email^or^RSS

Published Aug 18 2007, 12:25 PM by Robin Grant

Filed under: key insights, planning

save it on Add to Del.icio.us

Del.icio.us Add to Digg

Digg

Stumble

share on

Facebook

Comments

by GARETH KAY

August 18, 2007 3:46 PM

Robin I think it's bigger - is communication broken? My point was that at the end of the day planners are first and foremost responsible for effectiveness so it's our job to try and help fix the mess we're in.

by Melanie Clark

August 20, 2007 9:01 AM

I'd definitely sat this is a function of the increased clutter & difficulty in standing out in the online marketing market not just planning. Planning is the "lead the horse to water" part of the process - if the horse refuses to drink then maybe the water tastes wrong, or no-one's explained that it's any different to the pond over the hill......!

by Duncan James

August 20, 2007 11:05 AM

I think that the primary issue with 'planning' is the talent pool. Ad planners and communication planners are two different skills at present (and people). They are working (like their employers) in silos. This is mega in-efficient for clients who not only get overlap (and pay for it) but confusion and completely unproductive message/channel advice. Indeed, who even questions that comms is the answer, what about a new product, or better service training for staff (I am thinking banks!!) Stanley Pollitt's aim for planning was has never been needed more now, it is just that that the 'research' we need to incorporate into brand planning spans more disciplines and outputs than he had in mind. Robin, Gareth and Melanie, if you ever fancy a cup of tea in Gt Portland street we are just pre-launch of a new model marketing company and always up or a discussion about the industry. e-mail me at duncan@callcottmarketing.com.

by barry christie

August 22, 2007 5:20 PM

Im not so sure about broken, but I think its often unheard or unseen. The problem being the sheer noise and variety that is the modern media landscape. It is thus obvious that in such an overloaded media landscape, success rates will be diluted. We need to define a different view of success, planning and metrics for such a cluttered world.

by GARETH KAY

August 22, 2007 5:54 PM

Fair point about new metrics Barry, in fact I'd argue it's really about new models of thinking that will lead to new approaches that will lead to new metrics. And I think there are signs that planning or advertising is broken. The role of comms is to change behavior yet there are precious few examples of this being achieved - it's certainly the exception not the rule.

by Melanie Clark

September 21, 2007 12:09 PM

Just to add my second tupennyworth - couldn't resist... While the response rates above do seem concerning, you have to put them also into context of the rates paid - it may be simplistic to say "Anything works at a price", but the true value to a client should always be ROI, not numbers taken individually. If you buy on the right metric, decide intelligently what your aims are & how to measure it, plus each member of the marketing team (client, agency and media side) remembers their 4 (or 5) marketing Ps, it doesn't half help :)

To comment on this post you have to be logged in

Top of Page

Search Community

About this blog