GrowthMad

A media plan with the assumptions showing.

Media planning and buying advice from a former media agency strategist: channels, budget, audiences and expected results. Forecasts come as ranges with the conditions attached.

Ask about this What’s involved

A media plan is a set of bets. A good one says what the bets are, what each should return and what would make you change your mind. A bad one is a spreadsheet of impressions that nobody can connect to sales.

I planned and bought media inside large agencies for years, across everything from search to broadcast. Now I write independent plans for businesses and for agencies without a media department. Because I don’t earn commission on what you spend, the plan has no reason to be bigger than it should be.

This is for you if

  • You have a campaign budget and need to split it sensibly.
  • You’re a creative agency that needs a media plan to go with the idea.
  • You want a second opinion on a plan someone else wrote.
  • You’re moving from one channel to several and need a framework.

How the work runs.

  1. Objectives

    What the campaign has to achieve, in numbers you can check afterwards.

  2. Audience

    Who you need to reach, where they spend attention and what it costs to reach them.

  3. Channel mix

    What each channel is there to do, and how much it needs to do it.

  4. Forecast

    Expected reach, traffic and results as ranges, with assumptions listed.

  5. Measurement

    How each channel will be tracked and judged, agreed before launch.

Deliverables

What you end up with

  • Written media plan
  • Budget and flighting schedule
  • Forecast ranges with assumptions
  • Measurement framework
  • A version your agency or client can present

Where AI comes in

Faster, with a person checking

AI speeds up audience research and scenario modelling. The plan still rests on platform data and on having seen how these channels behave in the Perth market.

How I use AI

Tools I work in

  • Google Ads
  • Meta Ads
  • StackAdapt
  • Similarweb
  • Looker Studio
  • Google Meridian

Fair things to ask.

Something else? Ask me directly.

Do you buy the media too?

For digital channels I can build and run the campaigns. For traditional media I’ll plan it and work with your buyer.

Can the plan go out under our agency’s brand?

Yes. Unbranded plans for agencies are a regular job.

Do you buy the media, or only plan it?

Either. As a media planning consultant I can hand you a plan to take to any agency. As a media buying consultant I can also place and manage the digital media myself, which keeps the plan and the buying honest with each other.

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Something driving you mad?

Tell me what’s going on. I’ll come back with questions or a scoped proposal, and I’ll say so if I’m not the right person for it.

Get in touch