Media Planning & Buying.

Media is usually the single largest line in a marketing budget. Small differences in audience definition, channel mix, negotiation and optimisation compound into large differences in reach and cost efficiency. Disconnected planning and buying leaks value at every hand-off.

We plan and buy as one team, starting from the business objective rather than the channel. Audience strategy defines who matters; channel strategy defines where they can be reached efficiently; negotiation and partnerships extract value; live optimisation moves money to what is working.

• TV
• Digital
• OOH
• Print
• Media Negotiation
• Media Partnerships
• Audience Strategy
• Campaign Optimisation

• Reach targets that keep rising while budgets stay flat
• Fragmented audiences across TV, connected TV, digital and OOH
• Limited visibility into what negotiated rates should look like
• Campaigns reported on delivery, not on business outcomes

• Objective-led plans that set reach and frequency against business targets
• Cross-channel audience strategy built on measurement, not habit
• Negotiation and partnership structures that secure value and added inventory
• Optimisation and reporting tied to conversions, brand lift and efficiency

Case studies for media planning & buying are shared under client confidentiality. See how we present our work and request the credentials deck.

Upcoming executive briefings related to media planning & buying:

• How does media planning work in India?
• What is the difference between media buying and media planning?

Read our marketing and media insights

What is media planning and buying?

Media planning is the process of deciding which channels, placements, timings and frequencies will reach a defined audience most effectively for a given objective and budget. Media buying is the negotiation and purchase of that inventory. Done together, they ensure a brand's budget is spent where attention is available and outcomes can be measured.

How does media buying work in India?

In India, media is bought across television (national and regional channels), digital platforms, out-of-home networks, print titles and radio, usually through agencies that aggregate demand and negotiate rates, value additions and sponsorship packages. Buying is shaped by regional language markets, festive and sporting seasons, and the mix of measured (BARC, digital analytics) and negotiated inventory.

How should brands allocate media budgets?

Start from the business objective and the audience, then allocate to channels by their ability to deliver reach, attention and measurable response for that audience. A common approach combines a core reach layer (TV, digital video, OOH) with a performance layer (search, social, programmatic), reviewed monthly against outcome data rather than fixed percentages.

• 02Digital MarketingDigital marketing covers every way a brand is discovered, considered and chosen online — search, social, video, display, commerce and the AI-powered answer engines that increasingly sit in between.
• 04Sponsorships & PartnershipsSponsorship and partnership marketing associates a brand with a property people already care about — a league, team, tournament, film, music platform, celebrity or content franchise — and activates that association across media, digital, retail and experiences to build fame, affinity and sales..