Senior media owners on what agencies consistently get wrong when they’re planning, whether outcomes-based planning is making conversations better or worse and how AI is affecting planning today.
02 Oct 2026 | Charli West
Last week, we spotlighted media planning and strategy, exploring how roles are changing, what planners need to know now, and where the industry is heading next.
When live signals from media owners and commerce partners flow into the planning process, the resulting plan will be quite different to one built on panel data alone, writes the global head of InfoSum.
Spirit Media’s CEO offers planning and strategy tips for getting the best out of B2B.
Organisations ‘over-corrected’ in hiring based on technical skills rather than critical and strategic judgement, and incentives are needed to reward AI adoption, report says.
IPA data exclusively shared with The Media Leader has shown an uptick in planners at 49 UK agencies, bucking wider industry trends around hiring.
Craft Media London’s co-founders join host Jack Benjamin to discuss better planning practices and how to incentivise them.
If pitches are making way for ‘closed reviews’, this could be planning’s great opportunity, argues Omar Oakes.
Agencies should sand down the rough edges that slow the campaign lifecycle. This’ll ensure the efficiencies delivered by AI-augmented planners translate into greater effectiveness, backed by irreplaceable human judgement.