Media & Creative Jobs

Media Planner

Media Planners enable their clients to maximise the impact of advertising campaigns through the use of a range of media. To ensure that campaigns reach their target audiences as effectively as possible, Media Planners combine creative thinking with factual analysis to develop strategies involving press, television and radio.

What does the job entail?

Media Planners work on a number of projects at the same time, usually for a number of different clients. Typical work activities fall into two main areas – Preparation and Implementation.

Preparation:

• Working with the client and the account team to understand a client’s business objectives and advertising strategy
• 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
• 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 other media buyers
• 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

Typical Career Routes

Most Planners start as trainees, joining a team of Senior Planners and Buyers working on a portfolio of accounts and learning on the job. Planning Trainees usually progress to become established Planners or Buyers after about a year. Promotion to a senior or management position brings added responsibility for a number of accounts and for the work of others.

Key Skills

• Commercial flair
• Strong interpersonal, negotiation and communication skills
• Literacy, for writing reports and presentations
• Numeracy, for data analysis and negotiations
• Strong analytical and organisational skills
• The ability to work effectively under pressure

Training and Qualifications

Although candidates do not need a particular degree to become a Media Planner, subjects such as Media Studies, Marketing or Business Studies may improve your chances. While it is not impossible, entry without a degree is unlikely without relevant experience. Pre-entry experience, especially relevant work experience will greatly improve your chances.