I come from a generation that grew up professionally in full-service ad agencies – where everything, including creative, planning, media, even in some cases packaging and market research was all done under the one ad agency roof orchestrated by account people.

I mention this as the concept of integration of media with creative is hardly new. It’s where we started.

A version of this post appeared in The Media Leader on 12^th September.

The media and advertising world is measuring the wrong things.

And – we may be measuring some of the right things whilst fooling ourselves that what we’re measuring means something it doesn’t.