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Definition of a media agency

Many advertising agencies have a media department staffed with media planners and analysts to fulfil the media planning and buying needs of there clients. Some savvy clients recognise that a media neutral agency like brand-links can help deliver a more  efficient media channel planning and buying service, by just focusing on the advertising media in order to strike the best value.

The good media agencies are media agnostic as the role of the media agency or department is to understand what media channels will most efficiently reach the client’s target audience within the allotted budget. The media department then contacts those media venues, negotiates placement and cost, then confirms via an insertion order specifying the specifics of the media buy.

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