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Media Planning & Buying


Media Planning
The first thing we do, using a combination of world class research techniques, deep experience and analysis, is to determine with our clients who their most likely, or most desired, customers are. We are then able to determine which media these potential customers see, read, hear or engage with the most. This is the media planning of a campaign; we 'plan' advertising campaigns that reach intended audiences, with the minimum amount of wastage

After this initial planning stage, we then work alongside creative agencies, who actually make the advertisements. It is our responsibility to get the adverts on to the television screens and radio, in to the press and cinemas, on to billboards and poster sites, and online. This is what we call media buying.

Media Buying
During the buying stage, MC negotiates the best possible prices with media owners such as television and radio stations, magazine publishers and website owners for the space or airtime. Because MC is one of the largest media buying agencies in the world, we are able to buy media at an incredibly competitive price. Even so, we are always looking for innovative ways to reduce costs further and increase the effectiveness of advertising - whether on screen, outdoors or online. Our clients benefit from MC being part of IG, which is an investment management group. This gives us unparalleled negotiation power when buying media on behalf of our clients.

Our Services
At MC, we we take a flexible pro-active approach to maximising the effectiveness of media planning and buying. We like to think creatively about how we use media, and we don't just work on a one-size fits all strategy. We also don't have 'favourite' medium - we like to think about the concept first and how this translates in to how we communicate with a target audience. Therefore, we are media neutral - we consider all valid touch-points prior to making a final recommendation regardless of the level of budget. This helps us to ensure during the initial stages that we are targeting the right people in the right places first.

We put a strong emphasis on research and quantitative metrics driven by consumer insight, and believe strongly in analysing effectiveness and not just efficiency. What make us unique are our appreciation of brand positioning and the creative platform - we think this makes for communications ideas that add real value and fuels brands or destinations.
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