During the buy process, what is the role of the agency?

The agency plays a crucial role in developing goals and objectives for the media plan during the buying process. This involves understanding the client’s overall marketing strategy, target audience, and intended outcomes. By establishing clear goals and objectives, the agency ensures that the media plan effectively aligns with the client’s vision and maximizes the potential impact of the media buys.

This phase is essential because it sets the foundation for all subsequent actions, including the selection of media channels, allocation of budgets, and measurement of success. Goals could reflect a range of objectives, such as increasing brand awareness or driving sales, which directly influence how the agency formulates the media strategy.

In contrast, negotiating buy specifications, handling invoices, and conducting maintenance on trade lines are operational tasks that typically follow the strategic planning stage. These activities are significant, but they occur after the overarching goals have already been established, emphasizing the primary role of the agency in the initial strategic setup.