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Event: Are algorithms killing the planning stars?

Event: Are algorithms killing the planning stars?

Following on from the success of Mediatel’s debut planning event last year – “Has Planning Lost Its Mojo?” – we want to continue to investigate the challenges for this crucial media discipline in 2017.

A new half-day conference – to be hosted in partnership with the APG (Account Planning Group) in April – will see senior media and creative planners, clients, media owners, data business and programmatic companies debate the role of the planner in an increasingly automated business.

The line-up for 2017 currently includes Tia Castagno, head of innovation and content, Vizeum Global; Marie Oldham, communications strategist and head of strategy, Fresheyes Consulting; Laurence Green, founding partner, 101; Dom Boyd, APG chair and group head of strategy at adam&eveDDB and Craig Mawdsley, joint chief strategy officer, AMV BBDO.

Hosted at No.11 Cavendish Square on Wednesday 26 April, the conference will once again be chaired by Mediatel Newsline columnist Dominic Mills.

For full details, please visit the events website.

NigelJacklin, MD, Think Media Consultancy, on 03 Mar 2017
“Algorithms are merely processes that rely on logic and calculations (and predate computers). If you allow the computer to decide where you put your advertising without enabling it to factor in emotional or environmental judgements it will naturally select the lower priced inventory...and avoid any higher priced better value media. Computers can be a bit like efficient but stupid people...who continue down the wrong tramline without realising they are heading in the wrong direction. Planning may benefit from judicious use of processes...but stars need to override these with sound judgement.”

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