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Media planner: Job description and activities

Job description

Media planners enable their clients to maximise the impact of their advertising campaigns through the use of a range of media. In order to ensure that campaigns reach their target audiences as effectively as possible, media planners combine creative thinking with factual analysis to develop appropriate strategies. They apply knowledge of media and communication platforms to identify the most appropriate vehicle 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, such as, for example, brand promotion on the sides of buses and taxis. Some agencies combine the role of planner with the role of media buyer.

Typical work activities

Media planners usually work on a number of projects at the same time, usually for a number of different clients. Typical work activities generally fall into two main areas, with levels of client contact increasing with seniority.

Preparation:

• working with the client and the account team to understand a client's business objectives and advertising strategy;
• liaising with the creative agency team, clients and consumers to develop media strategies and campaigns;
• making decisions on the best form of media for specific clients and campaigns;
• applying detailed knowledge of media owners in a range of geographical locations;
• thinking creatively about ways to represent particular clients;
• undertaking research using specialist industry resources;
• researching and analysing data to translate ideas into a quantifiable task;
• identifying target audiences and analysing their characteristics, behaviour and media habits;
• presenting proposals, with media and cost schedules to clients.

Implementation:

• recommending the most appropriate types of media to use, as well as the most effective time spans and locations;
• working with colleagues, other departments and media buyers either in-house or in a specialist agency;
• making and maintaining good contacts with media owners, such as newspapers, magazines and websites;
• managing client relationships to ensure respect and trust in your judgment;
• proofreading advert text and content prior to release;
• maintaining detailed records;
• developing evaluation techniques for your campaigns.

AGCAS

Written by Lucy Burrows, London School of Economics and Political Science

Last updated:

March 2008

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