Should You Hire a Media Planner?

You’ve probably heard the term “Media Planner” thrown around and thought, That sounds like some fancy marketing jargon—do I really need to care? Maybe you don’t even think of it as marketing at all.

But here’s the thing: there are specific situations where bringing in a media planner can make a huge difference for your brand. Let’s break it down.

First Things First: What does a Media Planner do?

A Media Planner is your strategic guide to getting the most out of your marketing media budget. They help you figure out:

• Where to advertise (TV, radio, digital, print, out-of-home—you name it).

• Who to target (ensuring the right people see your message).

• Frequency, or how often to run your ads (so your audience remembers you without getting annoyed).

• How to allocate your budget across different platforms for maximum impact.

Your Media Planner can sometimes buy media or they may perform different roles as the media buyer (the person who negotiates and purchases ad space). In the latter case, they would work closely together to ensure your campaigns are effective.

So, when would you need a Media Planner? Let's imagine the following scenarios:

1. “I have a big marketing budget, but no idea where to spend it.”

If you’re investing serious money into advertising but aren’t sure whether TV, radio, or digital ads will get the best results, a Media Planner will map out the best approach for your target audience.

2. “I need to justify my marketing spend to my boss or investors.”

If you have stakeholders breathing down your neck, demanding proof that your advertising dollars are working, a Media Planner can provide data-driven strategies and clear metrics to keep everyone happy.

3. “I’m juggling too many campaigns at once.”

Running multiple marketing campaigns across different platforms? Sounds stressful for an already busy Manager. A Media Planner helps you stay organized, ensuring your media efforts work together instead of competing against each other.

4. “I’m already swamped with other marketing tasks.”

If you’re a marketing manager handling branding, social media, events, and more, adding media planning to your plate might be overwhelming. Bringing in a professional frees up your time and ensures your advertising efforts are fully optimized.

So...can My Marketing Manager just handle this?

Maybe. But media planning is more than just picking platforms—it requires training, analytics expertise, and industry insights to ensure your budget is being spent effectively. If your team isn’t equipped to crunch the numbers and strategize across channels, a dedicated Media Planner can make a world of difference in saving money and time.

Let’s Talk Media Strategy

Not sure if you need a media planner? Let’s figure it out together. Book a consultation with Nyika Smythe and get expert insights on how a media plan can help you reach your goals !