Media Planning and Buying
MediaCom is responsible for planning and
buying the advertising media for some of the world's biggest
companies - including P&G, Shell, Universal, GlaxoSmithKline,
RBS and VW.
The first thing we do, using a
combination of world class research techniques, deep experience and
analysis is to determine with our clients who their most likely, or
most desired, customers are. We are then able to determine which
media these potential customers see, read, hear or engage with the
most. This is the media planning of a campaign; we 'plan'
advertising campaigns that reach intended audiences, with the
minimum amount of wastage.
After this initial planning
stage, we then work alongside creative agencies, who actually
make the advertisements. It is our responsibility to get the
adverts on to the television screens and radio, in to the press and
cinemas, on to billboards and poster sites, and online. This is
what we call media buying.
During the buying stage, MediaCom
negotiates the best possible prices with media owners such as
television and radio stations, magazine publishers and website
owners for the space or airtime. Because MediaCom is one of the
largest media buying agencies in the world, we are able to buy
media at an incredibly competitive price. Even so, we always look
for ways to innovate to reduce costs further and increase the
effectiveness of advertising - whether on screen, outdoors or
Our clients benefit from MediaCom
being part of GroupM, the world's largest media
investment management group. This gives us unparalleled negotiation
power when buying media on behalf of our clients.