\u2018Planning\u2019 is having a moment. There are posts on measurement, on MMM, on Origin, on cross-media, on using data, on owning data, on what we mean (or should mean) by outcomes, on where we\u2019re all going wrong and from when. At least it makes a change from the horrible mess that is \u2018buying\u2019.<\/p>\n\n\n\n\n\n\n\n
The trouble is, \u2018planning\u2019 has become one of those words that means different things depending on who\u2019s using it. It is a member of the ignoble club of mis-understanding. Fellow members include \u2018outcomes\u2019, \u2018reach\u2019, \u2018impressions\u2019, \u2018views\u2019, even \u2018agency\u2019. To qualify for membership, any attempt to define what exactly a word means is followed by: \u2018It depends\u2019.<\/p>\n\n\n\n
To an OOH specialist, the proportionate mix of different formats constitutes \u2018planning\u2019. To a video expert the balance between broadcast, streaming, YouTube, FB Video requires \u2018planning\u2019.<\/p>\n\n\n\n
There\u2019s nothing in any way wrong with this, what we used to call intra-media planning is essential but there\u2019s an issue that is a lot more consequential than what we put in some dictionary of terms.<\/p>\n\n\n\n
And that issue is: clients won\u2019t pay for intra-media planning. Why should they? The balance between OOH contractor A and contractor B is something the agency does as a matter of course. They can\u2019t buy space (in this case) without doing it.<\/p>\n\n\n\n
Agencies have since the dawn of time worried about how to increase their revenues. I remember the old commission versus fee debates; and the jealous glances cast in the direction of management consultancies.<\/p>\n\n\n\n
Regardless of what is on social media, this is not a new problem.<\/p>\n\n\n\n
The Cog Blog has commented many times over the last 12 years on the various smart, devious, open, hidden ways agencies have tried to extract more from their clients; or as the agencies (and I) would prefer it \u2013 how to get paid fairly for the value they bring.<\/p>\n\n\n\n
Increasing revenues from clients falls into the too difficult bucket for many, who prefer the easier route of looking to vendors. This is neither wise nor any kind of long-term strategy for success.<\/p>\n\n\n\n
Agencies of all hues spend their lives advising clients on what they should do. \u2018Listen to your customers; make sure you satisfy a customer need\u2019.<\/p>\n\n\n\n