Media Planner Jobs in Scotland

So you’re looking for a job that can put your strategic communication, web analytics and social media skills to good use. 

A media planner oversees a company’s digital media efforts, including social media/websites, press, television and radio to identify which media platforms will best advertise your client's brand or product. Responsibilities include creating and curating shareable content, with the express aim of maximising the impact of advertising campaigns through a range of media platforms.

By combining creative thinking with data-driven digital marketing, you'll develop appropriate strategies to ensure that campaigns reach their target audiences as effectively as possible. You'll also need to apply a knowledge of media and communication platforms to identify the most appropriate mediums for building awareness of a client's brand.

What exactly does a Media Planner do?

  • Work with the client and the account team to understand the client's business objectives and advertising strategy.
  • Liaise with the creative agency team, clients and consumers to develop media strategies and campaigns.
  • Work on several projects at the same time, often for several different clients.
  • Make decisions on the best form of media for specific clients and campaigns.
  • Undertake research and analyse data using specialist industry resources.
  • Identify target audiences and analyse their characteristics, behaviour and media habits.
  • Present proposals, including cost schedules, to clients.
  • Recommend the most appropriate types of media to use, as well as the most effective time spans and locations.
  • Work with colleagues, other departments and media buyers either in-house or in a specialist agency.
  • Make and maintain good contacts with media owners, such as newspapers, magazines and websites.
  • Manage client relationships to build respect and gain their trust in your judgement.
  • Proofread advertisement content before release.
  • Maintain detailed records.
  • Evaluate the effectiveness of campaigns to inform future ones.

How can I break into the media landscape?

A degree in communications, marketing or a related field and/or a certification in Google AdWords may help your CV stand out. Internship may well be the ticket into the industry, and starting salaries for media planners range from £18,000 to £22,000. Salaries for those with experience can range from £25,000 up to £30,000.

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