NEWS: Longhurst hits out at media trainees

Paul Longhurst, the media director of Ammirati Puris Lintas, has condemned the poor calibre of young media planners, claiming the lack of attention given to this area by ad agencies is threatening the creativity of the work.

Paul Longhurst, the media director of Ammirati Puris Lintas, has

condemned the poor calibre of young media planners, claiming the lack of

attention given to this area by ad agencies is threatening the

creativity of the work.



Longhurst’s broadside came as he announced the hiring of a clutch of new

planners to beef up the APL media department.



At the end of the lengthy recruitment process, Longhurst accused the

advertising industry of failing to adequately train and motivate young

media executives.



‘Most are listless, without any vision, and nervous about the extent of

consolidation and centralisation,’ he said.



Longhurst blamed the trend of separating media from the advertising

agency and into a media specialist for ‘producing a high number of

administrators and clerks’.



Longhurst claimed that media is increasingly treated as a commodity and

that this attitude is threatening the creative product. ‘Media for many

agencies is no longer a skill worth investing in.



‘I want to promote an environment of total creativity at APL, where the

creative teams can think about the ads and the media as part of one

creative idea.’



Longhurst has taken on three new media planners, due to join the company

over the next month, his first major hirings since taking over as media

director in February.



Alexi Askar, a senior media planner, comes from Zenith Media to work

primarily on Nestle Rowntree, while Zenith’s outdoor arm loses Robyn

Adams, who joins APL to work on Rover’s media planning. The third new

planner is Mark Bowling, who joins APL from Ogilvy and Mather.



Hashim Emadi, a senior marketing planner at the TV sales house, TSMS,

completes the line up of new recruits, joining APL as a media

researcher.



The hirings are part of a worldwide bid by Lintas to offer a top-quality

media planning function within its main agency network, despite the

presence of Initiative Media as the network’s media buying specialist.



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