WHAT IT MEANS TO BE A MEDIA PLANNER (THANK YOU, COMMITS!)

Poorvi Kothari (Class of 2014) wrote this piece for The Commits Chronicle in June 2016:

Before I joined Commits I had no idea that a role like media planning even existed. But thanks to our classes with Mala Ma’am (Malavika Harita, CEO of Saatchi Focus), I not only learnt a lot about advertising but I also got introduced to some great roles, like those of media planners.

And that’s the beauty of Commits. You can come in without even knowing what you want to do or what you are capable of, but one thing is for sure, you’ll leave with a vision, direction, and goal in life.

POORVI AT HER DESK AT THE GROUPM OFFICE IN BENGALURU.

So what exactly is media planning? When I say I work as a media planner, people usually get a little excited and ask, oh, so you are in the TV industry? To which I politely say no. Then they jump to the next possibility: Oh, so then you are a journalist? To which I again say no. As I start explaining how the advertising world works, they become impatient and ask, oh, so you make ads? I say no, I just plan them. By then, even though they haven’t understood what “plan” means in this context they give up and say, oh, okay, that sounds good. 

So, yes, “media planner” is not a profession that everyone gets right away, like “journalist” or “copywriter”. Let me, therefore, try to put it in simple terms: Imagine a mind-blowing advertisement that never reaches its target audience. What good is the ad then? Media planners ensure that a brand’s ad is served up to the right audience. We are like distributors.

After an ad is created, media planners think of the best ways to reach out to the brand’s target audience (be it print, TV, radio, or digital). This involves a lot of statistical analysis as well as number-crunching. Media budgets are huge, typically in crores of rupees. Using this money to effectively reach out to a million consumers in the target audience is a big challenge.

I could go on about everything that happens in media planning, or at work, or at client meetings where we are grilled for explanations about why we are spending this much on a particular medium/channel/programme/website/newspaper, etc., or what the rationale is behind a particular strategy. We are talking big bucks here so, often, we play the role of lawyers, accountants, strategists, and investment bankers.

POORVI WITH HER TEAM MEMBER, COMMITSCION REYA DUTTA (CLASS OF 2015).

To sum up, media planning is the business side of advertising. It is not all about numbers, though. To me, media planning is a good mix of creativity and ingenuity combined with a knack for identifying key insights about what we refer to as media consumption. What I really love is how beautifully numbers can tell us stories, and the best part is when you are trying to sell a story and your job becomes so much easier because you can do so on the back of some powerful data.

Creative agencies feel proud when their TV commercials are seen on air, but for us it’s satisfying when people say, Hey, did you see that ad? It’s all over the place, man! That’s when I know, okay, I did a decent job there.

• Here are three ads whose media plans were prepared by Poorvi and her team:

The incredible story of how a documentary, "Kony 2012", went viral and helped raise millions of dollars for the NGO that made it

Headlined "Guerrilla marketing" (great title, that), a five-page feature in a recent issue of Bloomberg Businessweek has re-focused the spotlight on a 30-minute film about the heinous acts of an African warlord.

Kony 2012 was launched on YouTube by the US-based NGO Invisible Children in March — Facebook and Twitter users will remember the many "shares" and "likes" the link gathered on the way to becoming a worldwide sensation — and its popularity resulted in, according to the article, nearly two million people visiting the donation page of Invisible Children within the first few weeks of the campaign.

JOSEPH KONY

Bloomberg Businessweek staff writer Claire Suddath, who has clearly done an enormous amount of research for this story, tells us that Invisible Children co-founder Jason Russell designed Kony 2012 to do two seemingly incompatible things:

1) explain a protracted international conflict happening very far away; and 2) be as popular as a Buzzfeed list. Russell did away with much of Kony’s back story and focused instead on the target audience: teenagers and twentysomethings browsing Facebook (FB) and Twitter.

He added some feel-good philosophy about the interconnectedness of society, scored the film with a dubstep song, and shortened it to 29 minutes and 59 seconds because a timestamp starting with a 2 looked less daunting than one with a 3.

Russell also put his young son Gavin in the film because, as Invisible Children’s director of idea development, Jedidiah Jenkins, explains, “if you want to get something watched online, you either have to put funny cats in it or little kids.”

What a terrific lesson that is about how to engage your target audience. Now you know why I think "Guerrilla Marketing" is such a wonderful headline for this piece.

There's more in the article in terms of marketing wisdom — as well as human interest. I was intensely moved, for instance, by the description of Russell's plight today:

He couldn’t be interviewed because he’s recovering from the “brief reactive psychosis” — a psychotic episode often caused by stress — he suffered after the release of the video, according to Invisible Children. He hasn’t returned to work. In an e-mail, his wife described his recovery process as “building invisible fences around what’s sacred [and] getting back to life.”

And why was Russell stressed out? Because, Suddath writes, the backlash against Kony 2012 was as swift as the video's spread.

At the height of the criticism this spring, 10 days after Kony 2012’s release, police found him naked and shouting in a residential San Diego neighbourhood, apparently suffering a nervous breakdown. Footage of the incident quickly appeared on TMZ and Gawker.

Why was there a backlash? What was the criticism about? Read "Guerrilla Marketing" here to know more. Also read: "Five Reasons the Kony Video Went Viral".

• Claire Suddath is a superlative writer by any measure. Learn from her "How to write a gripping article on office lunch thieves (yes, you read that right)".

• Photographs courtesy: Bloomberg Businessweek

• As far back as March 1998, The New Yorker, one of the most cerebral magazines in the world, had published a report on the atrocities committed by Joseph Kony. Read it here: "Letter from Uganda".

UPDATE (July 30, 2018): Read this BBC News profile of Joseph Kony: Child kidnapper, warlord, 'prophet'.

A marketing whiz and the lessons she learned from journalism

Good journalists make good media professionals. Meaning, if they want to, they can do well in most other jobs in the media industry be it PR (as many of my former colleagues have proved), marketing, advertising... even teaching. :-)

That is what I believe. And that is what I tell every new batch of students at Commits.

NANCY FRIEDMAN

Now here's a former journalist turned marketing whiz reinforcing my belief that journalism training and experience can be a great asset in other media fields. Nancy Friedman, who styles herself as Chief Wordworker at Wordworking, an unusual communications company in California, says she has been able to apply to marketing some of the lessons she learned from journalism and she explains them in detail on her blog, Fritinancy.

Here are the 10 points she discusses:

1. Get to the point.
2. Take notes.
3. Ask and anticipate questions.
4. Spell the names right.
5. Nouns and verbs are your best friends.
6. Hello sweetheart, get me rewrite.
7. Omit needless words.
8. Grab attention with a great headline.
9. If you make a mistake, issue a correction.
10. There's no writer's block on deadline.

To let you revel in the strength of Friedman's argument — and to give you a flavour of her uncluttered, persuasive writing style — let me reproduce what she has to say about her first point, "Get to the point".

All journalists learn the inverted pyramid format: putting the most important news in the first paragraph, or lead, and the least newsworthy information at the end. Readers of ads, web content, and white papers are no different. Give them the information they need up front; don't waste time with throat-clearing and other verbal filigrees.

And because I really like what she has to say about Point No. 3, let me give that to you as well:

Ask and anticipate questions. When you're digging for information, there are no better digging tools than the five W's — who, what, when, where, why — plus H for how. I use them all the time when I'm interviewing clients. Who are your competitors? What are your products? When do you expect to launch? Where are your target markets? Why are you in business? How do you expect to achieve your goals? And like the journalist I once was, I'm ready with follow-up questions when I get the answers.

Friedman elaborates on the other points just as brilliantly. Read her column in its entirety here: "What Journalism Taught Me".

• Also visit Nancy Friedman's Wordworking website here (Slogan: "Announce. Convince. Describe. Define. Celebrate. Sell. Tell your story.") and learn how she helps companies tell their story.

Speaking with authority

Mint has this great series called Spot Light for advertising and marketing professionals. An expert is asked to comment on an ad campaign, the new Adidas TVC, for example, and his or her views convey a great deal to us about why something works (or doesn't).

Here's Prakash Varma (the Hutch pug, the Vodafone zoozoos) on the Adidas campaign.

Advertising and marketing students will benefit from bookmarking Spot Light and reading the comments every week.