MediaVest's Manifesto: Truth and Design

NEW YORK At MediaVest’s planning practice, “Truth and Design” are in.

Just as many agencies have substituted terms like “investment” or “activation” for “buying,” MediaVest executives have concluded that “planning” is no longer adequate to describe the process of unearthing insights to best connect client brands with consumer targets.

In fact, said Lisa Donohue, the shop’s former president of the connections planning unit and now president of its newly renamed Truth and Design Group, planning is a counterproductive term.

“Planning is bad,” she said.

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