Expertise
Six media families, planned according to their role.
An additional medium does not mechanically improve a plan: it spreads the budget and complicates measurement. We plan and negotiate the six families of advertising media, and combine them according to the function they have to fulfil.
A function before a channel.
A media plan is built from the function each medium has to fulfil, then from the outlet that fulfils it best in that specific context: rapid reach, frequency in a given area, editorial context or capture of purchase intent.
The six families.
Traditional and digital, one plan
Mediagenic plans traditional media and digital together rather than separately: a TV broadcast prompts searches that search advertising can capture, an out-of-home campaign is extended by geolocated mobile targeting, a presence in the business press is echoed on the same titles' websites.