Media planners have more channels than ever before to plan across, and a head-spinning array of solutions to help them plan, buy and measure the results. As the media ecosystem expands, the number of potential intersections grow, as do the opportunities to amplify the impact of marketing efforts and evolve the business of media. In this session, we’ll explore: Do we need generalists over specialists now more than ever? Have media planners lost the taste for playfulness and experimentation? Has the art of integrated planning been forgotten and how do we recover it? How can marketers plan seamless omnichannel campaigns, sequencing messages effectively across platforms, while overcoming both online and offline challenges? What are the unique strengths of each channel and which current and future channel combinations are vital to building key brand associations? How important are new measurement metrics, currencies and solutions in supporting marketers achieve integrated planning?