Dear Campaign

Thought I'd send this to Campaign letters in response to their article on DDB integrating its planning department.

Now, don't get me wrong. I love DDB planning. I hope it's not patronising to say that there are at least 2 planners there I'd hire tomorrow if I could. But it does amuse me when Campaign announced the radical reorgaisation of a big blue chip network agency planning department. Obviously, it's nice to see planning at the centre of integration. But there are many smaller, more agile and independent agencies who have been doing interesting things for ages, without the fanfare.

At Chemistry, we have spent 3 years hiring planners with core skills in direct, digital, brand and advertising, and they learn (through training, direction and, frankly, just working together) the skills of the other. The result is a blended, ideas-centric, solution-neutral planning function that punches well above its weight in client reputation surveys.

So, maybe we are entering a new era of integrated planning. Or maybe what I'm really railing at is Campaign's epiphany, or apparent limited interest of what's going on outside the top 10. But I blow a raspberry at the networks who are just now getting it. And welcome the competition of course.