Media agencies pride themselves being “media neutral”. Gather a list of touchpoints, add much insightful data and research and through the process the planner will act like a judge delivering a detached objective verdict of where to spend the money. This concept has floated around for quite a long time and become increasingly popular as the number of touchpoints have multiplied.
A newer concept is floating around; “Digital at the core”. This is where some shops are thinking digital first violating the objective position right from the get go. Is it that some of come to the conclusion that an objective evaluation of media channels is impossible given the differences in the quality? Is it that media strategists look to complementary channels and start with the infastructure first instead of touchpoints? Are we losing some of the media craft if we move away from the neutral approach?