It’s now possible to create highly personalised and targeted campaigns. There’s a load of technology. There’s so many different channels and intersections. Does this added complexity just make the lives of planners more difficult? Is there an art in going back to basics, finding a space for simplicity? What emerging technologies deliver greater performance and value to campaigns, and which tech can planners do without? Do we have the required expertise in businesses to meet the technological demands of Media 3.0? How can planners resist the urge to run towards all the shiny new objects at our disposal in the transition to Media 3.0, and focus on the technology that delivers the most value?