Planning Guides
The editorial foundation: how planning actually works, from interpreting the brief through allocation, flighting, activation and in-flight optimisation. No folklore, no filler.
29 August 2026 · 8 min read
A media planner turns a campaign brief into a defensible channel, audience, budget and measurement plan. See the responsibilities, workflow, skills and outputs.
30 July 2026 · 5 min read
Media planning is deciding where, when and how much to spend to reach an audience. Here is the process step by step, what a media plan contains, and where plans go wrong.
30 July 2026 · 5 min read
A working process for turning a client brief into a cross-channel media plan: what to extract, how to set KPIs, split the budget, flight it and set the pacing baseline.
30 July 2026 · 7 min read
A worked media budget allocation framework covering channel roles, audience reach, search demand, minimum test levels, diminishing returns and in-flight reallocation.
30 July 2026 · 5 min read
What budget pacing is, how to calculate it, sensible drift thresholds, and how to fix overspend and underspend while the campaign can still be saved.
30 July 2026 · 5 min read
The ten media planning mistakes that surface as underperformance months later: planning to the budget, demographic-only audiences, precedent splits, dead plans and more - with the fix for each.
30 July 2026 · 5 min read
How to build audience personas that survive contact with the platforms: what a useful persona contains, translating traits into targetable segments, sizing, overlap and keeping a library.
30 July 2026 · 5 min read
What media activation is, where plans get lost in translation to platform structure, the taxonomy and QA discipline that prevents it, and what to watch in launch week.
30 July 2026 · 5 min read
A decision framework for optimising live campaigns: the signal hierarchy, diminishing returns and marginal cost, reallocation rules that survive scrutiny, and when not to touch anything.