oranje - media planning

Too many media people would lock themselves into a darkened room with a computer and a pile of research.
We have such a darkened room, and sometimes it's the right place to be. But there really is no substitute for getting out and seeing what you're selling.

Is it possible to be effective as a media planner or a buyer without having experienced what the target audience is expected to do as a result of your encouragement? With this in mind we especially welcome exotic tourism clients.

Getting out there also means getting your hands dirty. What sort of media is likely to be most effective in Aberdeen or in York? The answer isn't in any book, but comes from experience, from listening to people and from actually being there.