The workflow or the various stages through which a media plan evolves within an agency differs from agency to agency and also within the agency’s account to account. The variations depend on the size of the problem and the agency’s organization and its relation with its clients. The development of almost all plans must follow a similar pattern, although the stages may be telescoped and considerations made implicit rather than being discussed at meetings.
The initial planning meeting is usually a large one and will see the involvement of senior people working on the account, and possibly the agency management. The account director, his team and creative and media planning people also take part in that meeting. In some cases, the client team may also be present. The purpose of this meeting is to formally evaluate the current progress of the brand and its market, and the plan for the period under review, usually the following financial year. The end product of the meeting should be a draft marketing strategy, which outlines the way the agency feels the brand’s target can best be achieved.
This first draft will then be thrashed out with the client, the agency being represented possibly by the management and certainly by the account team. When approved, the marketing objectives form the basis for both creative and media work.