THE BOOK OF LISTS: The 10 Top media planners

1. Louise Jones, the brand planning director at PHD.



Last year's media planning Who's Who was dominated by a bunch of old

gits like Jonathan Durden, who wouldn't recognise a media plan if it

sneaked up on him in the street and bit him on the bottom. If you want

the truth of the matter, Louise is PHD's real planning guru these days.

One of the few planners who's sound on football matters, which is always

a good test.



2. Rosie Faulkner, MindShare's head of planning.



These days, the top planners do more that conjuring up a few mildly

amusing media wheezes and stunts. Clients look to the likes of Faulkner

to provide wider ranging business consultancy. They listen to what she

says, even when she disagrees with them.



3. Sarah Bussey, the head of planning at OMD.



As with PHD, so with OMD. Forget the agency's old git

planning-genius-type-person, Mark Palmer. Sarah's where it's at,

whatever it is. "Whereas Mark rushes in starting all sorts of fires,

Sarah is far more considered," one observer explains . "She's analytic

and diagnostic. She sees all the angles."



4. Tony Regan, PHD's joint managing director.



Talk about an embarrassment of riches. Tony was a founder of Michaelides

& Bednash before being poached by the Real Madrid of planning

excellence. It's not really fair on the others, is it?



5. Peter Edwards, the business director of Starcom Motive.



Recognised as a true star within the media fraternity, Edwards has yet

to build a wider profile in the advertising industry. Not for long will

he be the agency's best-kept secret.



6. Kevin Brown.



Described by admirers as ramshackle but awesome. Left Starcom Motive to

found Soul, an exotic entity that older readers might succeed in

identifying as a full-service advertising agency. People often ask Kevin

where he gets his ideas from. And do you know what he replies? "Cheers."

That's the sort of talk that goes down a storm at Campaign.



7. Ben Hayes, the media strategy director of Manning Gottlieb Media.



Having joined Manning Gottlieb Media, he's bound to get the sort of

recognition that was hard to achieve within Saatchis' near-invisible

media department. He's said to have the classic planner's combination of

passion and intellect. One source added that he has "a good bedside

manner". What's that all about?



8. Gerry Boyle, the director of planning at Zenith Media.



We'd like to find an excuse for leaving him out, seeing as he was in our

list last year, but everyone talks about how much of an impact he

continues to make at, probably, the hardest planning job in town. Which

is why he's in. But that's it. No more exceptions, not even for ...



9. Mark Palmer.



Oh, all right then. But small denomination, used notes, if you don't

mind please, Mark. And yes, you will definitely be placed above Durden.

No, honestly.



10. Jonathan Durden.



Jonathan likes to tell anyone who's prepared to listen that he may be an

old git ... but he still plans. Even though he's the chairman, even

though there's all that gold braid on his dress uniform and even though

he takes the salute from the raised dais at the PHD march-past on his

birthday. Despite all that, he planneth mightily. It's in his blood,

see. In fact, he claims to be the only one of his generation (apart from

Mark Palmer - Ed) that is still actually doing it. Sad really, isn't it?

Last year, the Campaign Book of Lists described Durden as the

grandfather of planning. This year, we salute him as the Old Testament

Patriarch of Planning.



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