Скачать или смотреть A new model for media planning | The WARC Podcast

Established models for media planning and buying are breaking. ‘Systems planning’ describes a new approach. Omnicom Media's Global CSO, Jonathan Rigby, joins WARC's Paul Stringer to discuss trends in media planning, advertising investments and the media ecosystem.

Released 5 February 2026.

Episode overview:

Paul Stringer and Jonathan Rigby discuss the future of media planning in 2026, highlighting three key trends: the shift to systems planning, AI-driven search, and creative marketing. Systems planning involves designing adaptive systems to influence consumer choices in real-time. The rise of AI search fragmentation necessitates a holistic approach to consumer behavior across platforms. Generative engine optimization (GEO) is emerging as a new SEO strategy. Rigby emphasizes the importance of integrating creative and media planning, leveraging AI to enhance brand equity and effectiveness. He also notes the need for M-shaped talent and the potential of AI-generated creators, while cautioning against over-reliance on AI.

Keywords: systems planning, media trends, omnicom media, AI search, creators, marketing strategy