As usual, the iMedia Summit (this one was at The Camelback Inn in Scottsdale) this week produced a lot of fodder for thought. One of the themes that came up very early and also often (both from the
dais and in individual conversations) was that of integrated planning.
I have written about this before, but the issue keeps raising its head. Why? Because many companies still insist on
silos between strategic thinking for the Internet vs. all other media. There are many rationales for integrated offline and online planning. But there also seem to be many barriers. Barriers include:
"Planning needs to be associated with creative". This is the same old reason that full service agencies use to hold on to media planning and buying rather than have it be unbundled. The media
agencies have proven that media CAN be separated from creative effectively and with great efficiency. Sure, it requires more communication and a few meetings. But, isn't that our business? "Only
Interactive people are qualified to do Online planning and buying." And they should not be separated. Guess what? This statement comes almost exclusively from Online companies wanting to protect their
turf. "The offline guys won't talk with us." This amazing statement was made to me by a major media service Interactive person about offline people within his own company. Looking under the hood,
this occurs at a lot of companies. Seems to be more of a problem within the media agencies that have supposedly worked this out than the full services organizations. The offline folks have to stop
worrying about their own bottom line and their own budgets and think about the client. "The online guys won't talk with us." This sometimes happens inside the same media agencies where the
preceding statement was made. These guys are fighting over turf while top management is out talking integration at industry conferences. Strange, but true. "There are separate agencies appointed
by the client." Right. And any client worth their salt today is looking for outside vendors to work together strategically. And if they don't, look for a whole new wave of consolidation.
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The
reality is that the big companies are coming into the online market in droves. They want to know what the online effort adds to their current media and, according to Erv Shames, former CEO of
Kraft/General Foods, who spoke at iMedia, they want to know this in terms they are used to using, like reach and frequency. This means that a single planner must be in charge of media mix. Allocation
of budgets to individual fiefdoms is so "1999."
Sure, the clients want to be exposed to the Interactive team. And there is plenty of chance to do so at the tactical and execution stage
through discussion of buys, technology, promotions, value added, site customization, etc.
By the way, both traditional agencies and media buying/planning services need to start schooling
their planners in online media strategies and tactics so that the planner of the future will be prepared to handle the overall strategy.
It is time to stop battling for turf and time to start
looking at the big picture before clients find new vendors who can meet their needs.
David L. Smith is President and CEO of Mediasmith, Inc.
