Media Planner

Average Salary: £27,000 - £32,000
Competition: MID
Years Experience: 1-4 years

Job Summary

So let’s say you have a business with a marketing budget. Boohoo! You think to yourself, it might not be wise to blow it all on a two-minute TV advert. So what is the best combination of media platforms to reach most of your target market? Enter the Media Planner. Media Planners will identify the best combination of media channels to advertise a business’s product or services. All to reach the target market effectively. Did I mention within budget? Pretty impressive.


There are many reasons why a business would use a Media Planner. It may be to attract and retain customers, maintain customer satisfaction levels, increase brand awareness or it could even be all three. In order to achieve this, Media Planners usually get involved in doing the following job responsibilities:

  • Meeting with clients to get an understanding of their advertising needs and objectives
  • Researching the industry and gaining familiarity of the target audience's tastes and habits
  • Devising media strategies and campaigns according to clients’ objectives
  • Working alongside Media Buyers to determine costs and book advertising space
  • Evaluating the results and the effectiveness of the media strategies and campaigns
  • Keeping up-to-date with the latest media trends

Key Skills & Characteristics

A Media Planner should:

  • Have excellent communication and interpersonal skills
  • Possess strong research and analytical skills
  • Show a great understanding of media channels
  • Be creative and able seek out good opportunities
  • Have good planning, time-management and organisation skills

Entry Routes

Nowadays, the media world has become an open playground for anyone to pick up and run with. Being so open makes it quite easy for an individual from any professional background to become an expert and is why becoming a Media Planner is open to all graduates. However, completing a degree in advertising, marketing or media studies, may be useful in gaining a better understanding more quickly. And of course, it may be easy on employers' eyes. Wink, wink.

What’s really important is getting relevant work experience. In particular, experience that will develop your interpersonal skills. So a customer service, retail or sales role would provide a solid foundation. It may also be worth creating a presence on social media or blog, as it'll show employers that you have genuine interest in the industry.

Job Progression

Assistant Media Planner

Media Planner

Senior Media Planner

Associate Media Director

Media Director

Advice From Our Experts

The Good

  • New People – It’s a job where you’re always meeting new people
  • Variety – Every client requires a different approach which makes the role interesting
  • Ever-Learning – The Media industry is innovative, which means you’re forever picking up new skills

The Bad

  • Difficult People – Some people may have unrealistic expectations with their budget
  • Long Hours – Working in media is an everyday job, where an opportunity may arise at the most awkward of times
  • High Workload – The job is intense, which can make it difficult to be creative under pressure