Planning on a Career As A Media Planner in Switzerland? - Here is everything you need to know

This job series is part of all Marketing jobs in Switzerland series, check our other focus on the blog

What does a Media Planner do?

A Media Planner's primary role is to develop a strategic plan for advertising campaigns across various media channels. They research and identify the best platforms (digital, print, TV, radio, etc.) to reach the target audience effectively. Their focus is on where and when ads should be placed to align with the campaign's objectives and target audience.

What is the difference between a Media Planner and a Media Buyer?

You may be thinking, isn't that what a Media Buyer does? We needed to get this straight, too.

So, a Media Buyer's role is more tactical and execution-focused compared to a Media Planner. Once the Media Planner develops the strategy and selects the appropriate media channels, the Media Buyer negotiates and purchases ad space or airtime. They work to get the best possible placement and price for the advertisement, ensuring that the chosen media aligns with the overall strategy and budget.We would summarize it like this: While a Media Planner is in charge of the strategy for where ads should be placed, a Media Buyer handles the purchasing and negotiating aspect of that strategy. If you are, on the other hand, interested in specializing in managing online advertising campaigns, particularly in search engine marketing, check out our job overview on SEM Management.

How does the day-to-day of a Media Planner look like?

On a daily basis, a Media Planner engages in:

1. Research and Data Analysis: Investigating target audience preferences and media consumption patterns to inform strategy.
2. Strategic Planning: Developing media plans to effectively use various channels (digital, TV, print) within budget constraints.
3. Collaboration and Communication: Working closely with clients, creative teams, and media buyers to align strategies.
4. Monitoring and Adjusting Campaigns: Tracking campaign performance and making necessary adjustments for optimal effectiveness.

What are the myths about Media Planners?

Do you know about common misconceptions about Media Planners? We sure do! Here are some of our favourite ones:

1. It's Just Buying Ad Space: Many people think media planning is solely about purchasing ad space. In reality, it involves a strategic process of researching, identifying, and selecting the most effective media channels for reaching a target audience, well before any buying takes place.
2. Media Planning is Only for Large-scale Campaigns: There's a misconception that media planning is only relevant for big, national campaigns. However, media planning is crucial for campaigns of all sizes and scopes, including local and niche markets.
3. Digital Media Has Made the Role Obsolete: With the rise of digital media, some believe traditional media planning is no longer necessary. However, media planning has evolved to include digital platforms, and the role is more critical than ever in creating integrated campaigns that span across digital and traditional media.

What are the competencies required for a Media Planner?

1. Analytical Skills: Proficiency in analyzing data and market research to understand audience trends and media effectiveness.
2. Media Knowledge: Broad understanding of various media channels, including digital, print, TV, and radio, and how they can be utilized effectively in campaigns.
3. Budget Management: Skills in managing and allocating budgets efficiently across different media platforms.
4. Communication and Negotiation Skills: Strong abilities in communicating with clients, media vendors, and team members, and negotiating media buys.

What qualities are required for a Media Planner?

The top four requirements for a Media Planner are:

1. Analytical Skills: Proficient in analyzing data and trends to inform media strategy and audience targeting decisions.
2. Strategic Thinking: Capable of developing comprehensive media plans that effectively meet client goals and campaign objectives.
3. Knowledge of Various Media Channels : Understanding of the strengths and uses of different media platforms, including digital, TV, radio, and print.
4. Budget Management: Skilled in allocating and managing budgets across media channels to maximize campaign impact and ROI.

What does the future hold for Media Planners?

The future of media planning will be centred around:

1. Greater Focus on Digital and Programmatic Advertising: Emphasizing digital channels and automated ad buying processes.
2. Data-Driven Strategies: Utilizing data analytics for informed decision-making and campaign measurement
3. Integrated Cross-Media Campaigns: Creating cohesive strategies that span both traditional and digital platforms.
4. Adapting to Emerging Technologies: Staying agile with evolving media technologies and platforms, while being mindful of ethical and privacy considerations.

How to best start a career in Media Planning?

In contrast to other jobs in marketing, a career as a Media Planner requires a combination of education, skills, and experience.

Here are some steps to help you get started:

1. Education: A bachelor's degree in advertising, marketing, or a related field is typically required for entry-level positions. Courses in media planning, market research, consumer behaviour, and communications can provide a solid foundation.
2. Internship: An internship at an advertising agency or media company can provide valuable hands-on experience. You'll learn about different media platforms, how to analyze data, and how to develop media plans.
3. Skills Development: Media Planners need strong analytical skills to interpret market research data and make informed decisions. They also need excellent communication and negotiation skills to work with clients and media vendors. Proficiency in media planning software and tools is also important.
4. Certification: While not mandatory, certification from a recognized advertising or marketing association can enhance your credibility and job prospects.
5. Networking: Join professional organizations, attend industry events, and connect with professionals in the field. Networking can open up job opportunities and provide valuable insights.

How to find the best Media Planner jobs in Switzerland?

Our honest advice: Start your search for the best junior Media Planner position by focusing on companies that value creativity and strategic thinking.

Look for roles that offer opportunities to learn and grow, such as those that provide training or mentorship programs. When evaluating potential positions, consider the company's culture, the team you'll be working with, and the types of projects you'll be handling.

When applying, showcase your understanding of media planning, your ability to analyze data and trends, and your strong communication skills.Pro tip: Record a video application with moonwork to stand out, showcase your creative side make a remark on your recruiter.

And a last remark from us: the goal is not just to get a job, but to find a position where you can thrive and grow. Good luck!