How important is the role of a media planner in an ad agency?
It’s as important as you want to make it. The role consists of a number of responsibilities, which include managing relationships with both client and media owners; planning future activity that would best suit the client, in the traditional media; testing new media and routes to market; managing the planners/buyers and trainee planners/buyers beneath them and ensuring that their clients receive a high standard of service; negotiating the best possible price for the client for the activity they are undertaking. Most entrants in media planning start as trainees, joining a team of senior planners and buyers, working on a portfolio of accounts and learning on the job. Planning executives usually progress to become established planners or buyers after about a year. A senior or management position means more responsibility. How does a media planner ensure that every penny the client spends gets the desired return? Most advertising/media companies have a process that must be followed for opt
