The aim of media planning is to select the correct media placements, taking into account the campaign offer and creative message, which in turn ensures the campaign Key Performance Indicators (KPIs) are hit.
At TBG London, however, media planning is not only about building media plans. Working with your account director, the media planner gains an understanding of what your needs are as a business, together with the specific needs of the campaign. TBG media planners analyse historical campaigns to build on your previous success, match your target demographics to media channel demographics, and actually purchase the media on your behalf, all as part of the same process.
As both the placement and the cost of the media have such a great influence on the success of a campaign, the planning and buying process is merged into one role at TBG. This allows the media planner to wholly understand your requirements and to be able to negotiate better rates on your behalf according to those requirements.
Another role of the media planner is to be fully versed in new, innovative routes to market. The digital industry is moving forward at a constant pace so your account director will work together with the media planner to ensure you have access to a breadth of new technologies and placements providing they will deliver on the campaign KPIs.
The TBG planning team is fully integrated into the media team and attends Work In Progress (WIP) weekly update meetings where all work on clients is discussed.
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