MEDIA PLANNER AT AN ADVERTISING AGENCY (sales planners are usually found at network)

Media Planners are responsible for planning and execution of media activities of assigned accounts.  Media Planner may be assigned specific markets within a region and will have over-all responsibilities of budget assessment, media evaluations, strategic media direction, media plan development, execution and administration of media plans. 

A media planner works with the account executive to research target demographics and the best ways to reach them. This is the department that determines how advertising dollars should be spent – in radio, TV, at concerts as sponsors, in magazines, etc. They also determine how much money should be spent in each ‘medium’ and what the cost to reach the targeted demographic will be so that when the media buyer works with the sellers, they can negotiate to meet those goals.

A media planner often meets with advertising sales people to learn about opportunities for their clients.

Qualifications may include but are not limited to:
  • Agency media planning experience
  • Experience planning either local, national or network broadcast or cable, print, interactive, newspaper, outdoor, etc.
  • Motivated, independent thinker with strong work ethic
  • Able to prioritize tasks in an environment where guidelines and deadlines often change
  • A Bachelor’s Degree (not always a requirement if experienced)
  • Strong presentation skills/ability to speak in front of small groups
  • Excellent communication skills as client interaction is required
  • Understanding of research and specific software/media formula’s

To become a media planner, a suggested start would be as an Assistant to a planner or Jr. Planner.  A recommended background would be previous experience analyzing data or numbers.

Previous experience working in an advertising sales department is also viewed as a great background for entry into the Asst. or Jr. Planner position, particularly if the person has worked with research data.  Having worked at an agency (particularly buying, planning, account work or research) is obviously the best background to have.

Media Planners can be promoted to Media Planning Supervisor and Media Director, Account Services, sales and management.