I’ve been so many places where everyone throws around comms planning, connections planning, and channel planning (and others) interchangeably. But then some folks say there’s nuance. Is there?

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For me:

Comms / connections / engagement planning are creative strategy - ie taking that idea to make it creative in contextual ways. Linking the creative idea and it’s potential with the media agency.

Channel / media planning - is media and the partners they use/access - ownership, delivery and effectiveness use of the media. Linking the creative agency to the potential media touch points.

But there is overlap:
Channel role
Audience research
Comms hierarchy
Measuring
Etc.

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100% agree with this and a very helpful way of articulating it. Thanks!

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The new models and asks in media agencies (the good ones) all do creative executions and entertainment that require comms and engagement strategy. So could be the same distinctions. Minus the insinuation that it’s separated by ad agency and media agency. Ad agencies may not like it, but it’s real.

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