How to move media strategies beyond Binet, Field and Sharp

Media planners can draw on increasingly powerful effectiveness data, but run the risk of delivering homogenised campaigns if they do not seek out new forms of insight and growth.

It may seem like media planning is now simply a case of applying the learnings of Professor Byron Sharp, or the advice of Les Binet and Peter Field, combined with some targeted programmatic activity.

“You might be under the impression that media planning in 2019 is super-easy [and] that my job is a doddle,” said Mike Deane, chief strategy officer at MediaCom AUNZ, a unit of WPP Group, “because, broadly, you're using the same res

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