sparking curious mind

The Australian reports that Unilever set up communications planning and digital advertising operations last year, as part of efforts to respond to the declining impact of television advertising.

"The ad industry is struggling at the moment in pulling all the components of brand communication together". "There is a struggle to have traditional media and digital and content and public relations all brought under one roof under the agency side."
says Alan Rutherford, Unilever's global media director

He is not alone. Jim Stengel, global marketing officer of Procter & Gamble, agrees with Rutherford that "the job of media planner - the person who decides where to place advertisements - should be combined with that of creative planner, who helps decide what kind of ads to run."

Uh oh! What is going on here? Is this a warning or what?