Survey says adland undecided on issue of media neutrality

Media-neutral planning remains a contentious issue among agencies, according to a Campaign-supported survey.

While all respondents in the survey thought it was becoming more important, more than a third thought an agency could never be neutral in the way it planned.

Almost three-quarters of respondents in both creative and media agencies thought that their respective agencies would change to embrace the media-neutral planning discipline. However, 72 per cent also thought the debate had been hyped up.

The survey, based on a panel of 130 people, revealed that the main beneficiaries of a move to media-neutral planning would be event marketing and PR, both of which received more than 50 per cent of votes, sponsorship and direct marketing.

Outdoor and radio also performed well, but conversely nearly 70 per cent felt TV's role would diminish with the adoption of the strategy, while just over a quarter thought it would stay the same.

The survey precedes the Media-Neutral Planning conference, supported by Campaign and Marketing, and chaired by Simon Marquis, the ZenithOptimedia chairman, on Friday 21 November.

Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).