Re: [PRAM] media planning and buying

Hi Ann – I had an internal person until recent round of layoffs and have since farmed out the planning/buying to our ad agency’s planning/buying dept. I couldn’t be more pleased as ultimately they are more up to speed on relationships with media and trends/opportunities as they do the work every day. Rather than internal staff who don’t have the time or focus to dig deep. I also am pleased to see the synergy between the creative and planning/buying that is happening now that the same agency is handling both.

At Cincinnati – I went the other direction – first with outside and then to internal. There the budget was much smaller and internal could handle. But also because we didn’t have a strong external planner/buyer. I think it really depends on how strong the person/people are who are the external consultants.

Happy to talk further if you’d like.

Cindy

Cindy Fink

Director of Marketing and Communications

Cleveland Museum of Art

216-707-2260

From: pram-bounces@listserve.com [mailto:pram-bounces@listserve.com] On Behalf Of ann dickson
Sent: Monday, January 04, 2010 2:12 PM
To: pram@listserve.com
Subject: [PRAM] media planning and buying

Happy New Year PRAMMERS!

I wanted to get a sense of how many of you utilize media planners/buyers in your advertising campaigns. I am considering going that direction and would love to get feedback from those of you who have used them – in particular if you felt you got your money’s worth. I have a moderate ad budget and not sure if it’s worth it….

Any feedback welcome

Thanks!

Ann Dickson

Director of Marketing and Communications

Oakland Museum of California

adickson@museumca.org

510-238-3403 phone

"A New State of Mind"

Oakland Museum of California

Spring 2010