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Industry shifts focus back to the art of media planning
Innovation can’t trump strategic planning when it comes to delivering results
Fri, Apr 2, 2021, 06:00 Supplied by Dentsu
A heavy focus on pure innovation has detracted from some of the fundamental principles of media planning. Photograph: Getty Images
A year into lockdown, I found myself remembering the heady days pre-Covid-19, when the great and good gathered to celebrate the rising stars and the best and brightest campaigns of the previous year.