Media planners work within advertising agencies or media planning and buying agencies. They enable their clients to maximise the impact of their advertising campaigns through the use of a range of media.

Media planners combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences as effectively as possible. They apply knowledge of media and communication platforms to identify the most appropriate mediums for building awareness of a client’s brand.

Media planners work with the press, television, radio and new media, in particular the internet, as well as more unusual platforms, for example, promotion on the sides of buses and taxis. Some agencies may combine the role of planner with the role of media buyer. Media planners may also be known as communications plannersbrand planners or strategists.

Advertising online Course - Media planner

Typical work activities of a Media planner

Media planners usually work on several projects at the same time, often for a number of different clients. Work activities generally fall into two main areas, with levels of client contact increasing with seniority:


  • Working with the client and the account team to understand the client’s business objectives and advertising strategy.
  • Liaising with the creative agency team, clients and consumers to develop media strategies and campaigns.
  • Making decisions on the best form of media for specific clients and campaigns.
  • Undertaking research and analysing data using specialist industry resources.
  • Identifying target audiences and analysing their characteristics, behaviour and media habits.
  • Presenting proposals, including cost schedules, to clients.


  • Recommending the most appropriate types of media to use, as well as the most effective time spans and locations.
  • Working with colleagues, other departments and media buyers either in-house or in a specialist agency.
  • Making and maintaining good contacts with media owners, such as newspapers, magazines and websites.
  • Managing client relationships to build respect and trust in your judgement.
  • Proofreading advertisement content before release.
  • Maintaining detailed records.
  • Evaluating the effectiveness of campaigns in order to inform future campaigns.

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