STYLETHREAD -- LET'S TALK SHOP!

gingembre1 · Kate Spade

Media planners/buyers?

Suasoria · Chanel

There are companies that do this exclusively for multiple clients, there are large corporations that have in-house media buyers, there are those who work within ad agencies, and there are freelance/project-based people.

Of these, I think an ad agency is the easiest to get into, but you'll probably have to start at the bottom in an account coordinator role, which is a glorified admin supporting senior staff. Those jobs are definitely out there, though - people who are good at these jobs get promoted fairly rapidly, and people who aren't get weeded out.

You may have more relevant experience than you think. Media planning encompasses print, broadcast, online/email, direct marketing, outdoor advertising (billboards and etc.), maybe even working with affiliates or retailers. Any vendor contracts/relationship management experience would be something to play up, and research/analytical skills.

I'm sure you're already scanning the available openings for clues about what people's requirements are - the media/entertainment trades probably have the best classifieds.

jj · Kate Spade

I agree with the agency route. The types of job available also depends on where you live. In some cities like SF and NYC, the adv world is highly competitive and you probably would have to work you way up. Agencies in smaller cities would be more likely to invest time to train a person with different experience.

I worked closely with a media buyer/planner at my old job, and I would say the most important skills are:

- being highly organized, because you have to be sure the right ads are submitted by the deadline

- building relationships and negotiating contracts - each year she is given a client's adv budget, and she has to put together the right plan to reach their target audience with their message and give them the most bang for their buck. She always gets great deals from the people she has the best relationships with.

- familiarity with available adv opportunities and marketing. Like Suasoria said, one day she might do a drive-along to pick the right billboard for a homebuilder and the next day select adspace for a local fashion designer.

Whever we got a new client, we always had so much fun brainstorming ideas, researching options, looking at what the competition was doing. Anyway, I hope this helps!