• by VCU Adcenter , May 25, 2006

When Media approached us to offer our perspective as students on the industry at large, what got us stirring like swizzle sticks at an open bar was the idea of new creative teams.

In meeting with agencies across the country, we've learned that most see the potential in pushing beyond the traditional agency model. They go about this in various ways, so that in some agencies we meet with the planning director, in others we meet with the head of media or creative directors, and sometimes we meet with all three.

Agencies are creating new names and divisions, and playing with new variations on the traditional model. The Martin Agency has placed a media-centric person on some of its creative teams, while tbwa/Chiat/Day has moved the Apple account to its New Media Lab. They are not alone. The new model of integrated, collaborative thinking is personified in the role of the communications planner, who, depending on which company you ask, can also be called a connections planner, consumer context planner, 360 planner, or insights planner.

What does that mean for us in media? Creative media planners are now part of the creative team. Their skills are actionable, and their palette, while not based in art direction or copywriting, can be just as effective at reaching consumers in new and engaging ways. Creative media planners will become integral members of the creative team not only for their expertise in media, but because in many ways the medium really is the message.

Josh Brandau, Kumar Kanagasabapathy, Mike Karnjanaprakorn, Kerry O'Connell, and Chanda Johnson