Noble People

Media planning is half of that equation. The real aim of media planning is to find ways to spend the least amount of money possible to achieve your business goal. The key to achieving this is understanding that media can be anything between a brand & an audience and that technology & innovation beats scale. But unless you're asking experienced people with integrity to take that task on, you're probably just in the game of media spending. And that game favors the guy with the most money.