Media · Strategy
Media strategy and planning that starts with your business goals
We work out what your media needs to achieve, give every channel a clear job, and model the budget so you know what to expect before a dollar is spent.
The short answer
What is media strategy and planning?
Media strategy decides what your advertising needs to achieve, who it needs to reach and which channels should do which job. Planning turns that into a schedule: where the money goes, when, and how hard each channel works.
At KBR we start with your business goals and audience, not with a list of channels to buy. The result is one connected plan across brand and performance, digital and offline, with clear measures of success agreed before anything goes live.
Is this for you?
Signs you need this
If two or more of these sound familiar, it's worth a conversation.
- Each channel is planned and bought in isolation
- You can't say what each channel is meant to achieve
- Budget splits are based on last year rather than evidence
- Brand and performance activity compete for the same dollars
- Reporting shows activity, not business results
What's included
What you get
Goals and KPIs
Business and marketing objectives translated into measures that link to sales and leads.
Audience and journey mapping
Who you need to reach, where they spend time and how they move from awareness to action.
Channel strategy
A clear role for every channel, from TV and BVOD to search, social and programmatic.
Budget modelling
Scenario planning so you can see the likely impact of spending more, less or differently.
Flighting plan
When each channel runs and at what weight, built around your trading calendar.
Test-and-learn roadmap
Structured tests that keep improving results through the year.
How it works
Our process
- 01DiscoverWorkshop your goals, review current media, data and results.
- 02DesignBuild the channel strategy, budget scenarios and KPIs.
- 03AgreeWalk through the plan together and lock in measures of success.
- 04ActivateHand over to buying with a clear brief, then review and refine.
Tools and platforms we use
FAQ
Common questions
What do you need from us to start?
Your business goals, any past campaign results and your current media spend. We take it from there.
Do you plan offline media as well as digital?
Yes. We plan TV, BVOD, radio, outdoor and print alongside search, social, programmatic and video, so everything works as one plan.
Can you plan if we already have a buying agency?
Yes. We can start with a strategy and planning project on its own.
Education Engine
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ReadNext step
Get a free media review
A 30-minute call with a senior strategist. We'll look at your current media, spend and reporting, and tell you plainly what we'd change.