Media Planners

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'Media Planner' is a job title in an Advertising Agency responsible for selecting media for advertisement placement on behalf of their clients. The main aim of a Media Planner is to assist their client in achieving business objectives through their advertising budgets by recommending the best possible use of various media platforms available to advertisers. Their roles may include analysing target audiences, keeping abreast of media developments, reading market trends and understanding motivations of consumers (often including psychology and neuroscience).

Traditionally, the role of the media planner was quite close to that of the Media Buyer, the obvious distinction being that the planner would devise a plan for advertising and the buyer would negotiate with the Media Owner on things such as rates, copy deadlines, placement etc. The role of the modern media planner is more wide reaching however. Today many agencies are actually eschewing the job title of 'media planner' in favour of titles such as communications planner, brand planner or strategist. This reflects the shift away from 'traditional' media planning to a more holistic approach, with the planner now having to consider (as well as standard above-the-line channels such as TV, print, radio and outdoor) PR, below-the-line channels, in-store, digital media, product placement and other emerging communications channels all for the purpose of ensuring the client's advertising budget is well spent as well as adhering to the overall marketing strategy devised by marketing consultants or the client themselves. Their expanded job scope has thus made more demands of their time, placing them in immensely pressured situations matched by the states faced by their creative (copywriters and art directors) counterparts. Media planners have otherwise thought to have been in a far more relaxed working environment.

Media Planners tend to work very closely with client marketing departments, and the creative advertising agency to develop their recommendations.

Carat, ZenithOptimedia, Starcom, Mindshare and OMD are all examples of global media planning agencies (although there are many more than these).