A strong media plan starts with a strong brief. When the brief is vague, the plan becomes a list of channels rather than a strategy. When it is clear, planners can make smart choices and explain why each one earns its place.
What a good media brief includes
- The business objective. What needs to change? More sales, more enquiries, stronger awareness in a region, a successful launch?
- The audience. Who are you trying to reach, and what do you know about their habits and routines?
- The message. What single idea should people take away? Is there a creative idea already, or will media shape it?
- Timing. Key dates, seasonal peaks, launch windows and any fixed deadlines.
- Geography. National, regional or local, and whether some areas matter more than others.
- Budget. Include whether production costs sit inside or outside the media budget.
- Measurement. How success will be judged and what data is available.
- Constraints. Anything that is fixed, such as existing contracts or channels that are off limits.
Let channels earn their place
Try not to specify channels in the brief unless there is a good reason. Saying “we need TV” limits thinking. Saying “we need to reach a broad audience quickly around a launch date” lets planners compare TV with other routes that might do the same job.
Think about how channels work together
TV can build broad awareness. Radio can add frequency and reach people at specific times of day. Out-of-home can put your message in places where people shop, travel or gather. Digital channels can help people act on what they have seen. A good plan explains the role of each one, not just its cost.
Share what you already know
Include results from past campaigns, customer insight and any research you already hold. Even informal learnings, such as a promotion that worked well locally, can help.
A clear brief saves time, reduces rework and leads to better plans. If you would like help writing or reviewing a media brief, the Northpeak team would be glad to talk.
