Reference / Glossary / Practice and industry
Media Planner
The person who turns a brief into a plan: audience research, channel selection, budget allocation, flighting, and forecasting. Planners work upstream of buyers; in digital the roles have merged into planner-buyers and channel specialists.
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Cite this entry:
Agency Echelon. "Media Planner." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/media-planner/