Where Art Meets Science in Advertising.

The Art of Defining Goals in Media Planning When it comes to media planning, defining the right goal is like setting your GPS—you need it to make sure you're headed in the right direction before you start driving. It’s tempting to think that every client’s main focus is on bottom-of-the-funnel (BOFU) conversions—more sales, more leads, more sign-ups. And sure, that’s where most of us want to end up. But if you dive straight into BOFU without considering the big picture (or your budget), you...

Welcome, Media Enthusiasts! I hope you all had a great 4th of July! In my own time off, I discovered my new favorite soda brand. Olipop just popped up in my local Kroger. My family decided to give it a try & we are definitely big fans now. Olipop is a "new kind of soda" is not only delicious but also good for you: their cans have low sugar plus they include fiber and prebiotics meant to help your gut biome. You’ve probably seen Olipop's vibrant, retro-styled cans popping up everywhere. I was...

Surviving the Political Ad SurgeTips for Media Planners During the Election The presidential election always shakes up the media landscape, making it a dynamic and unpredictable time for anyone involved in media planning and strategy. Here’s a look at how this political rollercoaster ride impacts the media world: Your costs are going to go up. Election years are like Black Friday for media outlets—everyone's throwing big money at digital ad campaigns, especially on social media. Did you know...

I'm a puzzle lover. I bring a 1,000-piece puzzle on almost every vacation. That's why I love creating media plans—they're like giant puzzles. But with media plans, some pieces are missing, and you have to create them yourself. It's satisfying when everything fits together perfectly. Your media plan should be a picture of the future, combining historical data, industry trends, and your goals to predict outcomes, allocate budgets, and tailor messages across channels. A well-crafted media plan...