Media planners work within advertising agencies or media planning and buying agencies. They enable their clients to maximise the impact of their advertising campaigns through the use of a range of media.
Media planners combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences as effectively as possible. They apply knowledge of media and communication platforms to identify the most appropriate mediums for building awareness of a client's brand.
Media planners work with the press, television, radio and new media, in particular the internet, as well as more unusual platforms, for example, promotion on the sides of buses and taxis. Some agencies may combine the role of planner with the role of media buyer. Media planners may also be known as communications planners, brand planners or strategists.
Media planners usually work on several projects at the same time, often for a number of different clients. Work activities generally fall into two main areas, with levels of client contact increasing with seniority:
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