In a recent profile featured in Campaign, Niel Bornman, Chief Executive of Publicis Media UK, expressed his ambition to revolutionise the media planning process, criticising the current practice as often a "copy, paste" exercise lacking in creativity. Citing generative AI as a potential catalyst for change, Bornman suggested that media planners are currently operating in an environment that requires a blend of art and science, emphasising AI's role in managing vast amounts of data that is beyond the capacity of human analysis.
Bornman's views have sparked a range of reactions within the media industry. Richard Kirk, EssenceMediacom's Joint Chief Strategy Officer, argues against the notion that the UK's media plans are repetitive and stale. He acknowledges significant shifts in media investments over the past decade, driven by emerging technologies and new buying methods. However, Kirk warns that an unwavering focus on innovation might skew the balance and potentially undermine effective media strategies. While he supports AI-assisted planning for its potential to foster deeper consumer understanding, he suggests the impact might not lead to drastically different planning as anticipated.
Sally Weavers, founder of Craft Media, concurs to some extent but points out multiple factors contributing to the perceived stagnation in media planning. She highlights the often identical briefs provided by clients year after year, which, when combined with insufficiently challenged responses from agencies, lead to repetitive media plans. Weavers stresses the importance of strategic communication planning over traditional advertising as a remedy for contemporary marketing challenges.
Dino Myers-Lamptey, founder of The Barber Shop, believes creating customised media plans requires liberation from agency constraints, adept buyers, and clients willing to invest in premium planning. He critiques current AI-driven media buying as focusing on superficial metrics rather than quality engagement, suggesting that AI currently operates based on flawed data, leading to potentially ineffective outcomes.
Sabrina Francis, Strategy Director at the7stars, echoes the sentiment that frustrations are evident among advertisers due to sub-par media plans prioritising agency interests over clients'. While she recognises the intricacies of modern media planning that AI can assist in managing, she emphasises that AI cannot replicate the innovative spark required for exceptional media work that distinguishes brands.
Hamid Habib, Managing Director at Havas Entertainment, agrees that while there are planners who may resort to "copy, paste" solutions, this is not widespread. He cites the significance of the client-agency relationship and clear communication for producing brave, transformative work. Habib asserts that quality output is directly related to the input quality, advocating for proactive and strategic long-term planning that ensures unique and impactful campaigns.
Overall, the media industry exhibits a consensus on the challenges cited by Bornman, albeit with varying perspectives on the efficacy and application of AI in solving them. Despite agreeing with the potential for AI to enhance media planning, industry experts remain mindful of the balance needed between technology, creativity, and the human touch.
Source: Noah Wire Services