Last night the team at Craft Media launched The Anti Ultra-Processed Planning Cookbook, a new industry guide to planning, developed in collaboration with AnalogFolk, LoopMe and IMS.
The book questions whether in a world where comms thinking is being served up like fast food: quickly, cheaply and with an absence of nutrition, there needs to be a shift back to the things that matter – crafting the perfect recipe on how to mix your comms.
The authors argue that while performance metrics and algorithmic tools have brought rigour and accountability to media investment, they have also encouraged a drift toward sameness, with campaigns increasingly built from familiar category codes, short-term efficiency targets and templated playbooks.
Mel Leslie, agency and client services director at Newsworks, said: “The team at Craft Media are genuinely passionate about their work and their generosity in sharing it for the ‘greater good’ is massively commendable. I loved their analogy that ‘anti ultra-processed planning’ could be likened to the Delia Smith cookbook – easy to follow, for everyone. It’s a book to be used – practical and grounded. Every marketeer and media planner should grab a copy.
“Their approach is refreshing in getting away from the media blandness we see today. Instead, effective comms planning should be based on creativity, human insight and judgement. The book challenges marketeers to plan for real people, not audiences, and to think beyond reach. At its core this book is a great reminder of the power and art of great media planning.”
Copies of The Anti-Ultra-Processed Planning Cookbook are available to download for free here.
Physical copies will soon be available to buy with a % of profits being put aside to gift training to up and coming strategists on the recently announced Media Planning Group (part of the APG).
For more details about the book, contact: [email protected] or [email protected]
