The Appliance of Science

Brilliant cinema commercial for fags in the headline link.

One of the people responsible was Mike Cozens who was later the creative director at Y&R London. What I loved about Mike was that the media planning was done by the creative department.

Account planning might recommend magazines, the suits would suggest TV & media research would highlight the role of radio. But the creatives would come up with a big cinema ad supported by posters.

So the media was decided by whichever creative idea was the strongest. Brilliant. This meant that we did posters & cinema for all sorts of products that wouldn't normally consider these media. Sugar Puffs cereal, Pirelli tyres & Colgate toothpaste to name a few.

The problem with using stupid computers & dodgy research to decide media is that it doesn't take account of the role of creative. The most important part of the process.