The poor 24 year old media planner gets a bad rap. They’ve got a difficult job and work under tremendous pressure and impossible deadlines. That said, they are often ill equipped to handle the research and comprehend the different technologies that are popping up (and going away) in our rapidly evolving media landscape. So what is an agency or agency staffer to do?

Read The X Factor.

For those of you unfamiliar with his ramblings, rantings and righteousness (keeping with the alliteration, not a knock on Sean), Sean Cummings is one of those brilliant people. Like, really F’in brilliant. Almost “Big Bang Theory” brilliant, except he’s not a social pariah. Unless you’ve been on the wrong end of one of his diatribes. You might not invite him to your next party. But fear not, he’s got plenty other parties to attend.

What I like most about Sean is that he says the things that most of us won’t or can’t say without getting fired or at least pissing off a client. Remember blogging before you put your name on your blog? Ah, the good old days. But Sean tells it like it is, or how it should be. Lately, he’s been bashing banners and the people who buy them or execute them poorly.

Head on over to iMediaconnection.com and take some time to read his new X-Factor columns. You’ll be glad you did. Unless you leave a comment that disagrees with Sean’s point. Then you better look out, or find a new job in a different industry.

Ed note: Sean is a personal friend of mine and I have nothing but the highest regard for his expertise. You should seriously read his columns.