Media Briefs: What To Tell Your Agency
Roderick White
How do you get the best media plan for your money? You have to start by giving the media agency a brief that it can both work to and work around, because a good agency will nearly always have more in-depth knowledge of the media scene than you, and it has to have room to interpret the brief imaginatively, to save money or to achieve better value (or, ideally, all three).
Increasingly, moreover, media planners are becoming 'communication planners' (2, 5, 6, 14, 19), because the demand for integrated communications is...