Bob Rose has a point. (Of course I would say that.) Here it is:

"In media management it's the experienced, talented media director who sees the big picture, has an arsenal of resources to draw from, and the strength of personality to organize, mobilize and energize disparate platform gurus to create layered programs that really work."

Keeping an eye on the big picture is what we do. Our team at Thayer Media has the responsibility of looking at everything in client side sales and operations, like the buying process, the target audience analysis, geography and seasonality and the fulfillment mechanism, and craft a media plan, a communications arsenal, that works with all those variables.

Bob Rose calls it "layering." We call it "piling on." No matter what you call it, the mix matters, the media plan is THE thing. A really good media plan can stand up and sing, and you know one when you see one.

Bob Rose says the media director is a dying breed. Not at Thayer Media it's not.

Thanks, Bob - and don't worry. We're keeping the faith, and we're hiring.