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The year ahead for ... media planning.
Ivan Pollard goes 'back to the future' to predict what he thinks is most likely to happen to media planning in 2009 and in the medium term.
Does 1993 seem a long time ago to you? Me too. But all the way back then I wrote a paper for the IPA entitled The Evolution Of Media Planning predicting forthcoming trends. Maybe my past performance would be an indicator of how seriously you should take this current piece.
It transpires that either I am the lesser-known sibling of Marty McFly or a direct descendant of Nostradamus. Going 'Back to the Future' was interesting. Here is what I said back then: 'The convergence of media, telecommunications, electronics and computing is gathering real momentum and the 'Digital Revolution' will change our lives forever ... We will all have the choice of what to watch, when to watch and how to watch .. Our TV won't be limited to reruns of Dad's Army ... it will be the most important tool in the house. We will use it to call our mothers, pay our gas bill, order the shopping and go on a virtual reality date with Meg Ryan.'
The idea of a date with Meg Ryan dates things a bit and the fact I believed it would be the TV, not the computer, that would be the access point to all this stuff was also a bit off. But remember, this was in the days before we all had a mobile phone.
But how did I think this would impact on media planning? Again, getting all historical on you: 'Technology will exist to make media planners redundant. Imagine a world where your TV set knows everything there is to know about you and is constantly beaming back information about your behaviours to Big Brother ... the computer will decide which of the 27 car ads it has ... will be sent to your house ... because that is the one you will be most interested in right now ... Media targeting will no longer exist and we will all be out of work or have to reinvent our jobs.'
Read 'Google and the web' for 'TV' and I wasn't that far off the mark. But what was that reinvention, what did I think the role of the media planner would become and why is that still relevant today?
'(Media) planners will be a new breed. Well versed in the skills of marketing and advertising they will mirror the role that account planners have in agencies but will focus on the communications plan rather than the creative process.'
- Meg Ryan and Keifer Sutherland; The New Faces of Baume & Mercier.
- Press release article from: PR Newswire September 2, 2005 700+ words
...both familiar and down-to-earth -- Meg Ryan and Kiefer Sutherland. * This unique...and the protection of the environment. Meg Ryan and Kiefer Sutherland as well as the internationally...on this charity operation. For many, Meg Ryan represents natural seduction and spontaneous...
- hanging out (and hanging up) with Meg.(Meg Ryan, actress)(Interview)
- Magazine article from: Redbook EPHRON, DELIA January 1, 2000 700+ words
...message on my answering machine saying that Meg Ryan had agreed to star in a movie I'd co...dealing with the death of my father. Meg Ryan would play Eve, the middle of three sisters...Walter Matthau. Keaton would direct. Meg Ryan is simultaneously glamorous and down...
- MEG RYAN'S LATEST HAIRSTYLE: DON'T EVEN TRY IT.(Lifestyle)
- Newspaper article from: Seattle Post-Intelligencer (Seattle, WA) May 1, 2000 700+ words
...I saw the hot new haircut. There was Meg Ryan, her hair charmingly askew. The look...in it. It's a little-girl look. Meg Ryan may be one of the few females over the...may be totally passe by next tomorrow. Meg Ryan has probably already moved on to a new...
- A sweet story: Meg Ryan returns as a cutie-pie mom in ?Land of Women'.(Movie...
- Newspaper article from: Buffalo News (Buffalo, NY) April 20, 2007 700+ words
...Byline: Mary Kunz Goldman Apr. 20--Meg Ryan is back. Oh, I know she has played in...teary eyes, the scarves. What is with Meg Ryan and scarves? Is it in her contract that...IN THE LAND OF WOMEN yayaya STARRING: Meg Ryan, Adam Brody, Olympia Dukakis, Kristen...
- Marvelous Meg. (actress Meg Ryan)(includes related quotes from Meg Ryan; quotes...
- Magazine article from: Good Housekeeping Nash, Alanna July 1, 1998 700+ words
...stealing the show and greeting old friends ("Ellen! Anne! Is it true you guys just bought a house next door to us?") was Meg Ryan, outshining everyone in a knockout midnight-blue Vera Wang dress that eased into the subtlest of V-shapes at the neck...
- Meg goes straight (and we're not just talking hair): Interview Meg Ryan; THE...
- Newspaper article from: Sunday Mirror (London, England) Waterman, Ivan March 26, 2000 700+ words
...kay guys, it's time to start stocking up with Kleenex. Meg Ryan, who's played the archetypal cute blonde in countless romantic...of Los Angeles professionals. Can this really be the same Meg Ryan who made looking winsome and tipping her head to one side her...
- Love is Dangerous: An affair, a scandal, a shocking new thriller. Meg Ryan,...
- Magazine article from: Newsweek Smith, Sean September 22, 2003 700+ words
...beachside restaurant in Santa Monica, Meg Ryan seems so unlike any previous image of...halo. The public reaction was brutal. "Meg Ryan's cuckolding of her husband is shameful...who won't be paying to see any more Meg Ryan movies," said another. Tough crowd...
- Meg Ryan's latest role requires emotional and actual nudity.(Knight Ridder...
- Newspaper article from: Knight Ridder/Tribune News Service Lawson, Terry October 23, 2003 700+ words
...Byline: Terry Lawson TORONTO _ The last time we checked in with Meg Ryan, she was jokingly begging for an intervention: She had just...Met Sally," "In the Cut" might seem like the last thing Meg Ryan was cut out for. Ryan doesn't see it that way. "I read...
