At a recent new business pitch our firm was grilled on our ability to negotiate the lowest possible media costs. The client perception was that a smaller agency would lack the clout to deliver low media costs. This is how we addressed this very good question.
In this three part series, we’ll review the characteristics and skills that can make you an effective media planner and buyer, or if you are an advertiser, a discerning buyer of media services! A quick note – my perspective is from a smaller agency where the lines between planning and buying are often blurred. Your results may vary if you are working at or with a large buying shop.