“Media planning is beginning to come back into

“Media planning is beginning to come back into agencies. Media has now become a creative function. Now, what places clients show up [in] delight consumers and engage them beyond traditional stuff. [Media planning] is a very important part of the team, the creative account planning team. It’s not a sort of down-the-assembly-line function—it belongs upstream when ideas are being birthed.” —David Lubars, BBDO