Working alongside or within the public relations and/or marketing department, the media planner's key role is to first identify a company's target audiences and then work with Art Directors and the marketing team to create a marketing or advertising campaign that effectively targets that audience, thereby maximising the impact of a client's advertising and extending the brand's reach.
You must be a creative with the ability and business acumen to analyse a market and create strategies in order to target those markets within all forms of media: including print, television, radio and online. These strategies will include impactful marketing materials that you create alongside the art department and that are within the budget devised by yourself and the management team.
Often project-based work, you must be able to work under pressure and to a deadline. An excellent communicator, you will create a raft of contacts within the media industry in order to be able to secure the best deals for your company. Once the campaign has aired, you will then put systems in place to evaluate the success of the campaign, measuring a campaign's actual results and reporting this back to management.
As well as being creative, working alongside designers to put together aesthetic pieces of advertising, the Media Planner will also be analytical, looking at and analysing a company's target audience.
You must be highly organised and work well under pressure, and your knowledge of advertising means you will date plan media schedules in response to market trends. From managing budgets to negotiating the best rates, you work on a campaign's brief, from its beginning through to completion.