Foundations
Scottish campaign media planning: setting the budget share
A population split gives Scotland about 8%. Cost STV, Scottish press, radio and out of home by owner, then justify any uplift against the Scottish objective.
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Foundations
Foundations
What Cardiff and Belfast media buyers must know about S4C and UTV
Media buying agency teams buying S4C in Cardiff and UTV in Belfast face two very different audiences, and UK-wide plans usually under-serve both markets.
Foundations
Welsh-language media planning: channels and sales routes
Media planning for Welsh-language campaigns: which channels to use, who sells S4C and press space, which audience data applies, and how to split the plan.
Foundations
Is Northern Ireland media buying different from the rest of the UK?
Media buying agency work in Northern Ireland differs from the UK through UTV airtime, local press, cross-border Irish advertising, currency and regulation.
Foundations
How to read Barb, Rajar, Jicmail and Ukom data as a UK media buyer
Media planning in the UK runs on four audience currencies. Here is what Barb, RAJAR, JICMAIL and UKOM each measure, and how to quote them well.
Foundations
Media planning for Glasgow and Edinburgh: STV and Scottish press
Media planning in Glasgow and Edinburgh: STV airtime, Scottish press titles, the audience currencies behind them and how to choose a media-buying agency.
Foundations
Media buying agency vs media planning agency: which do you actually need?
Media buying agency vs media planning agency: how UK agency scope splits between planning and buying, and how to decide which of the two you need.
Foundations
Network, independent, specialist and hybrid media agencies compared on control and exit
Compare network, independent, specialist and hybrid media agency models by control, capability, trading route, evidence and exit requirements.
Foundations
Five advertiser problems media buying agencies can still solve
Five advertiser problems media buying agencies can still solve: video planning, retail media governance, proprietary buying, measurement and privacy.
Foundations
Four UK demand signals that can shape a media agency brief in England
Four current UK demand signals that can inform an England media agency brief, with publication dates, source limits and practical interpretation notes.
Foundations
Media buying agencies brief for England: scope, evidence and rules
Write a media buying agencies brief for England: the reason for change, a scope statement, one commercial problem, cited evidence, rules and evaluation stages.
Foundations
Media buying agencies market entry: England launch checklist
Starting a media buying agency in England? Our market entry checklist covers company formation, commercial terms, operational setup and legal duties.
Foundations
Sizing England's media buying agency market without inventing a total
A careful way to size England's media buying agency market using business, workforce and advertising spend evidence without inventing a total.