Everyday a city dweller is exposed to 5,000 advertisements. With this many advertisements it is amazing that we actually remember some of them. Part of the remembrance is due to the work of media planners.
Media planning is the science of message dissemination. It specifically “refers to the process of selecting media time and space to disseminate advertising messages”. In order to find out more about this division and the work they do our blog group reached out to Zimmerman Advertising Assistant Media Planner Mariel Oweida.
Oweida, a May 2013 graduate of the UNCW Cameron School of Business, began working for Zimmerman Advertising in December of 2013. She referred to media planning as,
“…finding appropriate media platforms for a client’s brand/product to use by determining the best combination of media to achieve the client’s marketing objective; media could include print, TV, radio, digital, OOH (out of home advertising- billboards, bus wraps, etc.)”
Media planning begins with a Media Action Request (MAR) and ends with a media buy. Although the media planning division doesn’t actually negotiate the buying, they do work closely with buyers and account executives to make sure the plan is well executed.
Media planning is fast paced. Owieda explains she was surprised at the quick turn around. Having concentrated in marketing as an undergraduate, media planning was a new career path for her. Usually you need specific degree for advertising or experience from another ad agency but, she says, ad agencies look for candidates that are willing to learn and grow with the company.
Specifically, Zimmerman Advertising is a full-service agency that focuses on building national retail brands. Over the past 30 years it has become 14th largest advertising agency in the world and they currently bring in revenue of $100 million a year.
Recently they moved their headquarters to Ft. Lauderdale, FL. Their brand new office is beautifully constructed to promote a more casual, creative, and collaborative environment. Although this brand new building seems friendly and relaxed, it is full of hardworking individuals who go above and beyond to help clients meet their advertising objectives. In a previous interview with Elizabeth Harrington, Oweida described her typical workday as untypical. “You should never expect to go in at 8 a.m. or leave at 5 p.m. [You] almost always end up going in early and leaving later- that extra dedication is unpaid.”
During her day Oweida works on budgeting clients money, conducting market research, and media placement. Already she has worked on accounts for Ashley Furniture, Boston Market and AC Moore. “The most challenging part of being an assistant media planner is paying attention to detail, executing the plan we provide, and dealing with clients,” Oweida says. “As a media planner it is your job to let clients know why they are spending their money the way you are telling them. It is important to keep up with research from Nielsen ratings, to demographics, income, and even how long people have owned homes. They all help you plan the media and explain the why to the clients.”
So as soon to be graduates we asked for the inside scoop on what to do if you want a career as a media planner. She said work on knowing Excel and basic Excel math, but most importantly have great communication skills. She also told us to be up to date on the newest and important trends in the field, which as of right now are social and digital media.
We would like to thank Ms. Oweida for taking the time to speak with us. If you have any questions or advice about media planning comment below!