There was a time when Carat was head and shoulders above every other media agency. Even their competitors said so. There were two main reasons for this: first, they were the biggest, and by a street the most entrepreneurial, as the original network was created by purchasing the leading media independent in each European market. And secondly they spent more on research and tools than anyone else.

Ever since early man emerged from his cave, invented fire and wondered aloud how he was going to spread the word of his wondrous invention to others, those responsible for doing the word-spreading have considered themselves hard done-by.

Agencies feel advertisers underpay them. They feel that their true worth is under-valued. They feel misunderstood, under-appreciated. They always have, they probably always will.

We’ve all seen the chart, witnessed the presentation, heard the wails. Why do TV’s detractors always show an old-fashioned small screen encased in a wooden cabinet? What about the new technologically advanced 50” flat screen, hooked up to the home’s wifi that does everything, including making the tea in the morning (if only..)?

Disclosure: BJ&A is a Co-Founder of Crater Lake and Company mentioned in this post.

Let’s talk about planning. Even better, let’s be clear what we mean by the word, then let’s talk about it.