Media Planning Agency
Strategic budget allocation across all channels. Maximum reach, minimum waste.
Media Planning: The Right Channel, Audience and Moment — Before a Single Pound is Spent
Media planning is the strategic discipline that determines where, when and how much to invest across channels before a single penny of budget is committed. The difference between a well-planned media schedule and an unplanned one is not a marginal efficiency gain — it is the difference between 30–50% budget waste and a campaign that compounds every pound invested. Our media planning methodology starts with the audience, builds from the funnel, and closes with a measurement framework that makes future plans sharper.
The two most common media planning errors are mirror images of each other: over-concentrating budget in one channel (high brand risk, single point of failure) and spreading too thin across channels (diluted frequency, no channel reaches effective threshold). The optimal plan concentrates 70% of budget on proven, high-performing channels while allocating 30% to structured testing — enough to gather statistically significant data without jeopardising the core campaign.
"Media planning is not about buying the cheapest reach — it is about buying the most valuable attention. The CPM that reaches the wrong person is the most expensive of all."
Media Planning Services
Strategy to buying to attribution — full coverage.
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Selected campaigns for global brands.
The best media plan isn't the one with the most channels — it's the one with the right frequency. Research shows 3-5 exposures per week drives optimal recall. Below 3, you're invisible. Above 7, you're wasting money on diminishing returns.
Frequently Asked Questions
Media planning is the process of identifying the optimal mix of media channels (TV, digital, OOH, print, radio) to deliver a campaign's objectives within budget. A media plan defines which channels to use, when to run, how much to invest in each, and how to measure performance — before a single penny of media budget is committed.
Media planning is strategic — it defines where, when and how much to invest across channels based on audience data, campaign objectives and budget. Media buying is tactical — it executes the plan by negotiating and purchasing the agreed inventory at the best possible rates. Both disciplines are required for an effective campaign; the best outcomes come when they work as a seamless process.
Reach is the percentage of your target audience exposed to your message at least once during a campaign period. Frequency is the average number of times they see it. The balance between the two determines campaign effectiveness — too little reach means too few people see the message; too low frequency means it is not remembered. Research suggests 3–5 exposures per week drives optimal recall for most categories.
One GRP equals 1% of the target audience reached once. 100 GRPs could mean 50% of the audience reached twice, or 100% reached once — the same total weight distributed differently. GRPs are the standard planning currency for TV and radio, allowing planners to compare schedules across channels and time periods on a consistent basis.
Media mix modelling is a statistical analysis of historical spend and sales data that quantifies the revenue contribution of each media channel. By isolating channel effects and controlling for external variables (seasonality, pricing, distribution), MMM identifies which media investments drive the most incremental revenue — enabling more precise budget allocation for future campaigns.
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