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This is the final in our series of pieces on the positions of the Media department and their importance to the success of our clients.

Have you wondered how the Media Analysts and Buyers got so good at what they do? A big part of their success can be attributed to PlattForm’s Media Planners.

Long-time members of the PlattForm team, the Media Planners use their knowledge of markets, clients and various aspects of media, combined with leadership skills, to guide the Analysts and Buyers.

Overseeing the development and growth of a team of Buyers and Analysts, they are constantly refining their teaching methods to reach each of their team members in the best possible way.

“The Media Planner basically acts as a second (or third) set of eyes over the accounts on his/her team. The Planner is there to provide leadership and guidance to each team member…” said Brian Sumner.

The Planners look over buys and lead tracking every week to ensure the highest level of service for our clients. Because it’s not possible for a Planner to look at every single transaction, they have to rely on the training they have provided their team.

Becoming a Media Planner takes time and dedication.

“To prepare for this role, you must be able to make concrete buying decisions, be solution-focused, always with the clients’ goals in mind, and be able to negotiate at a high level in order to get the most for your client and enable them to be productive within their business,” said Katie Tomlinson.

Media Planners have a busy job. In addition to their other duties, they are constantly searching for out-of-the-box solutions to client problems, and they must continually expand their knowledge of the industry. And in the end, just like our Buyers and Analysts, they enjoy what they do and find the satisfaction from a job well-done worth all the hard work.

“Many things are challenging but very rewarding afterwards, and that is what makes it a great position,” said Stacy Pendlay.

It’s time to return to the basement for the second in our series of posts on the Media department. Grab your flashlights; we’re off to find out more about PlattForm’s Media Buyers.

With backgrounds in media sales for magazines, television stations, newspapers and more, our Buyers have a wealth of knowledge and experience on both sides of the advertising spectrum. This gives them a leg up when negotiating for the best rates for our clients.

This experience also allows our Buyers to think up new ideas and areas to test, form research, and offer inventive suggestions.

No day is ever the same for our Buyers. How could it be? It’s hard to imagine fitting all they do — revising buys, analyzing existing creative, researching new market opportunities, sending market performance updates and planning client media schedules – into a single day.

Not that it seems like many of them hear the 5 o’clock whistle at quittin’ time.

Trials like tough markets and quick deadlines don’t daunt PF’s Buyers. In fact, some seem to enjoy working a challenging market.

As Media Buyer Sheila Fogel put it, “It can take a while to turn one of these markets around, and that makes me a stronger buyer.”

The Buyers not only like a good challenge, but they have a pretty strong dose of dedication running through their veins. They work as a team to strengthen and improve markets.

“The entire department treats every account as our most important account, and there’s no shortage of dedicated professionals ready to take that account to the next level,” said Media Buyer Danny Pumpelly.

As a kid, did you ever explore the recesses of a grandparent’s or neighbor’s basement. You know the kind. They were kind of dark (the overhead light never reached the corners), but you knew there were amazing things down there just waiting to be found.

PlattForm has one of those basements.

The difference is, instead of being packed full of amazing things, ours is packed with amazing people – people who work their butts off for our clients.

With Bachelor’s degrees in varying areas like Strategic Communications, Advertising, Business/Public Relations and Business Administration, PF’s Media Analysts are more than qualified to handle this fast-paced position.

Often the last to leave the office, organization is imperative for this busy team. Multi-tasking isn’t just a word they’ve heard, it’s a code they live by.

“As an analyst, everything must be in order and as accurate as possible to make sure our buys are on target,” said Media Analyst Rick Ragsdale.

Requesting and checking spot times to make sure ads ran as they should, entering leads, and analyzing markets are just a few of the things Analysts do to ensure that buys are correct and clients get the biggest bang for their buck. They also spend their days giving their communication skills a workout, talking with representatives at media outlets across the country.

The Media Analyst team is filled with people who enjoy testing and watching their ideas impact their markets.

In the words of Media Buyer Michelle Gonzalez, “There is always room for improvements to increase lead flow.”

This post is the first in a series focusing on the members of the Media department and the vital role they play in our client’s success. Keep your flashlight handy. In the coming weeks we’ll return to the basement to meet the rest our Media team and find out exactly how they come together to help our clients succeed.