Sarah Fay says media tools are dead! ⬦ Wait, no, â¬oeYou need media tools,⬠she says, but, theyâ¬"re just â¬oenot the end all be all⬠anymore.
Tim Hanlan
says media planning is dead! ⬦ Wait, not exactly. Itâ¬"s just that, â¬oePlans donâ¬"t mean anything unless theyâ¬"re executable,⬠he says.
â¬oeIn a
world when ads can be compiled on the fly⬦ buying and planning have to be fused together,⬠according to Hanlan.
In the digital age, the process must â¬oeongoing,
iterative, optimizable.⬠That he did say.