Mediatel News spoke to industry leaders to find out more about how they see the balance between art and science in media planning going forward.

As focus on digital technology and insight has grown, media has had to evolve but do we need to give up on art, creativity, and instinct of media planning to fully embrace science, measurement, and data?

Dan Plant, UK Executive Head of Strategy, said, “Science is the study of cause and effect, the process of identifying phenomena and understanding why they happen. In the world of media planning, we have got better at identifying some causal links between advertising and sales but because we are dealing with the fickle nature of human beings, that causation is a constantly moving feast and we are left with huge gaps in what we actually know is true vs what we think might be happening."

Read the full article here.