I can agree in part but I think if the media plan and Ad ideas work together you can enhance the effectiveness as a whole more than either could on it’s own. This also seems to be based on current views not necessarily on hard data and I can’t agree with how it belittles the importance of how to reach your market and the ads don’t do that the planning is what will. I know they are talking about brand switching but the way they word puts it in a completely different context that doesn’t sit well with me.
What good is an ad if nobody sees it. I think even better is when the two work in tandem from the start. That is when each can augment the other and creativity and the planning are always stronger together than they are on their own.