Media: Double Standards - 'A few media planners in an ad agency is a waste'.(Interview with John Harlow)(Interview)

Two of the media planning sector's foremost thinkers discuss the media/creative divide, the fallacy of the 'bigger is better' mindset and what still excites them.

 
JOHN HARLOW - founder, Naked Communications 
Should media planning be          Depends what you're looking for. A 
separated from the buying         supermarket may offer premium-quality 
process?                          foods, as well as cut-price everyday 
                                  goods - a one-stop shop that satisfies 
                                  many people most of the time. But, 
                                  inevitably, the focus of such a 
                                  business is on volume purchasing and 
                                  economies of scale and, therefore, 
                                  some compromises are made along the 
                                  way. If you want the finest food in 
                                  the world, you don't go to a 
                                  generalist retailer; you go to someone 
                                  who specialises in that. Our industry 
                                  is not that different really. 
 
What is the most exciting         Making a difference, whenever I can. 
element of your job? 
 
What's the best thing about       If you were really smart, you could 
working in media/advertising?     combine your knowledge of emerging 
                                  trends and markets, future 
                                  technological developments, consumer 
                                  insights and all the other amazing 
                                  things we're privy to, and probably 
                                  make a killing investing in stocks and 
                                  shares. 
 
What do you make of ad            I think it's recognition of the fairly 
agencies, such as TBWA\           obvious point that creative work needs 
London, hiring media planners     to be developed according to 
to work in-house?                 appropriate channel opportunities. 
                                  But it depends on why agencies are 
                                  doing it. Some see the media companies 
                                  gaining too much ground and making 
                                  decisions which affect their creative 
                                  work, others want to position 
                                  themselves as 'media neutral' or 
                                  whatever this week's phrase is. 
                                  Neither reason is particularly sound. 
                                  Having media people doesn't change 
                                  their propositions or what they do; it 
                                  simply helps improve their output. 
 
Describe your relationship        Mostly lovely. 
with ad agencies. 
 
Is it inevitable that the         That depends on how you define 
large network media agencies,     'stronger': yes, if it means more 
which offer planning linked       volume and more clout at the 
with strong buying under one      negotiating table; no, if it refers to 
roof, will only get stronger?     the ability to influence senior 
                                  clients objectively regarding their 
                                  businesses - that has nothing to do 
                                  with volume. Too often, very large 
                                  companies become self-serving to some 
                                  extent, which makes them weaker in the 
                                  long run. 
 
Have large media agencies         I've no idea but, judging by the calls 
invested more in their            our people get, it looks like they're 
planning skills as a reaction     trying to. But I don't know how many 
to the launch of                  big agencies would attribute this to 
communications planning           us; they'd probably say they were 
specialists?                      doing it anyhow. 
 
How do you relax outside work?    Ideally, by driving my old Citroen 
                                  down to Pevensey Bay, buying fish in 
                                  Hastings, going to farm shops, cooking 
                                  all weekend, staring at the sea, that 
                                  sort of thing. You did ask. 
 
How did you celebrate             I didn't. Fifty-odd of them went and 
Christmas with your team?         stayed at a big old house in Dartmoor, 
                                  while I had to slug it out in the 
                                  Australian sunshine. 
 
MARK PALMER - executive head of  strategy, OMD UK 
 
Should media planning be          Ideally not. It shouldn't be separated 
separated from the buying         from the creative process either. 
process?                          Buyers and media owners are two great 
                                  sources of insight and ...