The document provides tips for clients on how to get the best media plan from their media planner. It recommends that clients fully brief their media planner on their business and product, provide sufficient time for plan development, and approve media objectives before plan development begins. It also outlines do's and don'ts for clients when working with their media planner, such as allowing full disclosure, identifying commitments up front, and inviting the planner to strategy meetings. The goal is for clients to receive a thorough, well-thought out media plan tailored specifically to their needs rather than a recosted version of the previous plan.

1. Fitch Consulting August 2015
www.fitchmediamanagement.com 1
MEDIA MATTERS!
How to get the best from your Media Planner
Media planning requires a detailed analysis and evaluation of marketing and media options suited to
each client. The best plans require the full involvement of the client and
other agency disciplines such as creative and digital developers.
It is the planners role to have a thorough understanding of a clients business
and a full understanding of the strengths and weaknesses of all media
available.
Clients should provide a detailed briefing of all known facts about their
product or service plus competitor insights to the planner. Sufficient time
There are a lot of
pieces to a media
plan. Experience and
the understanding
each mediums
strengths and
weaknesses will help
you develop the best
plans.

2. Fitch Consulting August 2015
www.fitchmediamanagement.com 2
needs to be provided for plan development and allow the opportunity to seek out new ideas.
Always keep in mind the lead-time required for execution of a plan.
A discussion and approval of media objectives should take
place prior to full media plan development. Everyone must
buy into the objectives. Until strategic issues have been
addressed, don t get hung up on executional details.
It s also vital to not impose your own habits, values and biases
into the planning process.
For major or complex media plans allow at least 10 business
days (two weeks) for delivery. Give as much time as possible
for simple revisions at least 48 hours. Being available for
interim progress reviews and to answer questions is also beneficial to
the process.
There are some basic do s and don ts when working with your planner
DO:
Avoid requesting Client X scenario s. Suppliers hesitate on these.
Allow for full client disclosure.
Identify up front any must haves or current commitments.
Invite your planner to meetings where strategy is on the table (doesn t
have to be in person).
Inform your planner of all changes creative or executional (Start dates, ad sizes, etc.).
DON T:
Limit media to the final 15 minutes of a 3 hour meeting.
Let personal preferences influence your feedback on a media plan.
Make any new media commitments without consulting your planner.
An experienced media planner
will keep you calm with well
thought out strategies and
rationale.

3. Fitch Consulting August 2015
www.fitchmediamanagement.com 3
By providing a solid brief and enough lead time you should expect
to get more than just a costing or blocking chart.
Each plan should be a zero-based approach; not last years plan
recosted.
Multi market campaigns should provide market-by-market
solutions; not a media solution.
Ultimately a well thought out plan with sound decisions based on
experience.
Bill Fitch is the owner of Fitch Consulting with over 25 years
experience as a media practitioner.
fitchonmedia@shaw.ca
The man who
stops advertising
to save money is
like the man who
stops the clock to
save time
-THOMAS JEFFERSON