Media planning isn’t dumping the budget across channels and hoping something sticks.

It’s not “Let’s do TV, because we always do TV.”
It’s not “Let’s go digital,” followed by blind banner buys no one clicks.

It’s matching the message to the moment.
Finding the space where your audience isn’t just present — they’re paying attention.
Even if that space is a podcast, a lamppost, or the back of a bathroom door.

Media planning is half science, half instinct.
The numbers matter. But so does taste. Timing. Tone.

Just because you can buy every second of prime time doesn’t mean you should.

Good media planning feels obvious in hindsight.
Of course it was there. Of course they saw it. Of course it worked.

Bad media planning?
That’s when you ask, “Wait, we ran a campaign?”

Because in the end, the best media doesn’t just deliver impressions.
It delivers impact.