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Media Planner

Media Planners are the strategists and visionaries behind where and when advertising appears. They study clients’ audiences, media habits, market trends and consumer behaviour to understand how a campaign can reach the right people.

 

They turn those insights into a media plan, recommending the right mix of channels. That could include television, outdoor advertising, radio, social media, search, online video and other digital platforms. They balance audience, timing, frequency, budget and the campaign’s goals.

 

Media Planners work closely with clients, account teams, creatives, data specialists and Media Buyers. They explain the thinking behind the plan, adapt it as new information emerges and help the wider team understand how each channel contributes to the campaign.

Great skills to have as a Media Planner

A love of data and curiosity about what it tells us about human behaviour.
Curiosity about where people spend their time and get their information and entertainment.
The ability to turn research and data into a clear media plan.
Excitement about emerging platforms and new ways to reach audiences.
Strong attention to detail and confidence managing budgets.
Clear communication and presentation skills to bring others along with the plan.

Pathway to becoming a Media Planner

There is no single set pathway into media planning. Agencies look for people who communicate well, are comfortable with data and numbers, and can apply a human perspective to what the data shows.

Tertiary study is not mandatory. Subjects such as economics, psychology, business, mathematics or science can be useful, but people enter media from many different areas of study and experience.

Many Media Planners begin in entry-level roles such as Media Assistant or Media Executive. They build their understanding of audiences, channels and campaign delivery before specialising in planning. In some agencies, planning and buying are combined; in others, they are separate roles.

Graduates ready to start full-time work can register their interest in the Comms Council Graduate Talent Hub, which supports entry-level media opportunities. You can also apply directly for Media Assistant, Media Executive and other entry-level media roles.

Career progression

There are no set timelines for progressing through media. Many people begin as Media Assistants or Media Executives, then move into planning or account management as their skills and confidence grow.

 

From there, roles may include Media Planner, Senior Media Planner, Account Manager, Planning Director or Business Director, depending on how the agency structures its team.

 

Progress depends on your performance, the skills you develop and the opportunities available. Ask questions, find people you can learn from and put your hand up for projects that will help you grow.

What might I be able to earn?

The following provides an indication of the sort of earnings you could achieve during your career.

 

We’ve selected a range of roles and provided indicative earning potential. Titles and levels of responsibility can vary depending on the size of the agency, the nature of its accounts, its location and how it defines each role, so these figures are indicative only.