Who can plan my advertising for me?

An agency like Plan My Advertising looks across channels, recommends where the budget should go and can buy the media. This suits businesses that want an independent view across traditional and digital options.

Specialists in a single channel — for example paid search or outdoor — can have deep expertise in that channel. Their recommendations naturally centre on what they sell, so check whether that channel is actually right for the job.

A freelancer can be flexible and cost-effective, particularly for a single channel. Check their range of experience and whether they can buy media directly.

Radio stations, outdoor contractors, publishers and platforms will help plan activity on their own inventory. That can be useful, but they cannot give an independent view of other media.

Some channels can be bought directly. It works best when the objective is simple, the channel is clear and there is time to learn. For larger or multi-channel budgets, mistakes can be costly.

• Do you start with my business or with a particular channel?
• Which channels do you plan and buy?
• How will you decide how much to spend in each?
• How will results be measured?
• What will I see about media costs and your charges?
• Who owns the accounts and data?

See how to work with a media agency.