Read audience research, current channel performance and market context together.
MEDIA PLANNING
Give every channel a reason to be there.
Build an investment plan around audience behaviour, commercial priorities and the evidence each channel can produce. Connect planning with delivery and a clear decision rhythm.
REVIEW YOUR MEDIA PERFORMANCEGet the important question clear.
Last year’s allocation is not a strategy. We examine where customers discover and evaluate your business, what the current mix misses and how much room there is to test without losing operating discipline.
FIELD NOTE 14 / Media PlanningLast year’s allocation is not a strategy.
02 / WHAT CAN BELONG IN THE SCOPESpecialist depth.
Specialist depth.
Connected delivery.
These capabilities sit within Media Planning. We choose the combination that addresses your brief; the engagement is not a requirement to buy every item.
- Media Planning
- Budget Optimisation
- Campaign Strategy
- Audience Planning
03 / THE WORK, IN PRACTICEFrom a clear brief
From a clear brief
to useful delivery.
Set channel roles, budget ranges and creative dependencies.
Agree when to hold, stop or increase investment and what evidence supports each choice.
Map the opportunity
Read audience research, current channel performance and market context together. Separate established acquisition activity from exploratory investment.
Design the allocation
Set channel roles, budget ranges and creative dependencies. Include scenarios for different levels of response and operational capacity.
Build the review rhythm
Agree when to hold, stop or increase investment and what evidence supports each choice. Keep campaign teams and commercial owners in the same conversation.
Evidence for
the next decision.
Agree the baseline, definitions and review cadence before delivery. The right measures follow the business problem and the data available—not a standard dashboard.
- 01Spend aligned to priorities
- 02Test learning quality
- 03Commercial response by role
A media plan is a set of evidence-led choices and assumptions, not a forecast guarantee. It should evolve as the market responds.
Bring the context.
We’ll help shape the brief.
Who it is for
Growth leaders, paid media teams and commercial directors who need a focused Media Planning programme and a clear connection to the wider business.
What helps us begin
Business targets, budget constraints, customer research and historical media and sales data.
What we agree together
Deliverables, responsibilities, access, approvals, costs and a realistic review rhythm. We identify dependencies before committing to implementation.
06 / GOOD QUESTIONSBefore
Before
the next step.
What should a Media Planning engagement solve first?
We begin with the constraint described in your brief, not a standard channel checklist. The first decision is usually whether to map the opportunity and what evidence would justify the next step.
Which Media Planning capabilities can belong in scope?
Relevant capabilities include Media Planning, Budget Optimisation, Campaign Strategy, Audience Planning. We select only the combination needed for the outcome and document dependencies before delivery.
What does BackTeams need before Media Planning work begins?
We usually start with business targets, budget constraints, customer research and historical media and sales data. A named owner helps resolve access, priorities and approvals.
How is Media Planning performance evaluated?
We agree a baseline and read spend aligned to priorities, test learning quality, commercial response by role in context. Reporting must support a decision. A media plan is a set of evidence-led choices and assumptions, not a forecast guarantee. It should evolve as the market responds.
Can Media Planning connect with our internal team and other agencies?
Yes. We define ownership across performance marketing, adjacent specialists and your team, then use a shared review cadence so evidence travels between disciplines.
Give attention a direction.
One specialist team or several connected disciplines.
We’ll work out what belongs in the plan.