Sarah Prentice, head of media strategy and planning at Heineken UK, Rachel Coffey, chief strategy officer at Initiative UK, and Peter Rowe, head of media at NatWest Group, answer audience questions on planning.

During the discussion, the trio debate what truly drives consideration, the role of AI in strategic thinking, how diversity, equity and inclusion informs their work in a practical sense and so much more.

In particular, they also respond to one of the hot questions this year: how much is too much when it comes to spending on social media, in light of EssenceMediacom's eye-catching research that suggests brands could be spending three times too much in social.

The panel was recorded at The Future of Media London in October and was chaired by Jack Benjamin.

Highlights:

1:02: Considering consideration

4:00: Are we spending too much on social and where to reapportion that budget

6:50: What should technology stay out of the way from?

9:15: How to position DEI in planning and what that means within the wider business

13:42: Balancing wider concerns about social media use with brand spend on these platforms

18:15: The role of sustainability initiatives in planning

22:50: Breaking down specialism "silos"

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