The media brief provides essential information to enable media planners to develop well-thought out strategies. It should include the marketing goals, strategy, budget, product details, target audience, creative considerations, geography, timing, and historical information. Providing insightful details in the brief allows planners to identify unique opportunities beyond just numbers. The brief can request a strategic plan with recommendations and options, or dictate the media selection, but the first option may identify solutions the client did not foresee.

1. Fitch Consulting September 2015
www.fitchmediamanagement.com 1
MEDIA MATTERS!
The Media Brief. What Your Planner Needs
A well written media brief enables a media planner to deliver welll thought out strategies and
rationale. Insightful information enables the planner to go just beyond just
numbers and can often open up unique opportunities.
There are three different types of briefs: client-dictated media selection
and direction; creative directed media plans; or a request for a strategic
plan with recommendations, rationale, options and costings. With the
first two you ll likely get what you ask for and perhaps not what you really
need.
These components will make a media planners life easier.
Marketing Goals
Are you looking to build awareness, launch a product, drive sales, stimulate trial or retain a
relationship with current customers? Outline your goals clearly and in order of importance if more
than one.
Your planner will be your
strongest asset the more
they understand your
business and marketing
needs. Be open and
encourage them to do so.

2. Fitch Consulting September 2015
www.fitchmediamanagement.com 2
Marketing Strategy
Is the campaign to include or support a promotion, is it impacted by pricing, timed with sales force
activity or is it to combat a tough competitive environment? Are you running a SEM campaign now?
Budget
Outline the amount along with any market or seasonal priorities. Is
the budget to include all planning/buying fees? Is production
separate or within the budget?
Product/Service Characteristics
Details on its uses, benefits, maturity level and purchase cycle help
in the media selection.
Target Audience
Provide information from all sources available. Your planner will use their
own resources to build on this information. Include any lifestyle data
available.
Creative Considerations
Identify whether the message is complex in nature; your logo identification needs, colour
requirements; current creative that can be repurposed and production budget.
Geography
Identify and prioritize all markets
Timing
Identify seasonality, competitive activity, sales force support, promotions,
purchase cycle or when product is used (time of day)
Historical Information
What s worked and not worked in the past? Any learnings from the past that
may be helpful.
Bill Fitch is the owner of Fitch Consulting with over 25 years experience as a media practitioner.
fitchonmedia@shaw.ca
In advertising,
sex sells. But
only if you re
selling sex.
-JEF I. RICHARDS
The best strategies are
built upon knowledge. An
experienced planner will
know how to think, plan
and manage strategically.