AdForum: Job In The Spotlight – Media Planner

Excerpt: What is the role of a media planner? Simply put, while the job of a creative is to come up with innovative campaigns, media planners decide where those campaigns will best achieve their objectives.

Mackenzie Patterson, associate director at Mindshare US, explains: “A media planner determines the best way to effectively reach a selected audience with a targeted message. We determine which media channels, partners, and formats make the most sense based on the media consumption of our client’s target audience and their competitive environment, among other factors.” 

To read more from Mackenzie, including her insights around provocation with purpose and the need to constantly be learning, see the full piece in AdForum.