How Maxus is training its media planners in creativity

As media buying becomes more commoditized and less differentiated, communications planning — a discipline that uses data insights to help a client figure out brand positioning and media channels– is now a hot battleground for media agencies.

For Maxus, that means motivating its media planners to get out of their comfort zone and learn how to develop creative ideas for the likes of Panera Bread, NBCUniversal and Church & Dwight.

“We don’t want to solely be a distribution shop. We...

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