The WARC Podcast A new model for media planning
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Feb 5, 2026 Jonathan Rigby, Global Chief Strategy Officer at Omnicom Media in New York, talks about systems planning as a replacement for linear media models. He covers orchestration across channels, AI shifting planners toward setting guardrails, the rise of GEO for LLMs, creator strategy versus authenticity, and why creative and media must be reunited.
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Media As An Orchestrated System
- Systems planning shifts planners from delivering assets to designing adaptive marketing ecosystems.
- Media teams must orchestrate paid, owned and earned touchpoints to influence consumer choices in real time.
Use Your Data And Platform Relationships
- Use agency-held audience intelligence and platform relationships to activate and optimize strategies in real time.
- Integrate creative, PR, social, influence and CRM and respect each function's contribution to orchestration.
Humans Set The Guardrails For AI
- AI accelerates execution and demands higher-level human judgment to set guardrails and strategic direction.
- Planners must avoid letting automation optimize toward sameness and preserve brand distinctiveness.