There has always been tension between those who plan and those who buy; and I am in no doubt that the tension survives whatever titular changes have occurred over recent years. From old-style press buyers intimidating planners who dared to challenge their desire to shift spend from hand-picked-carefully-selected-context-rich publication A to agency-deal-driven-great-entertainment-giving publication B, right through to one trading director of my acquaintance more recently informing his planning counterpart that “you guys may win the business but we make the money” the relationship has not always run smoothly.
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