Creative Planner

1. Research and analyze brands need with media knowledge
   • Understand brand objectives (brand awareness, consideration, conversion) through brief and analyzing current communication strategy.
   • Research target audience based on media data: demographics (age, gender), geography (urban/rural), and media consumption behavior (TV viewership, digital usage).
   • Apply media planning knowledge to identify appropriate channels (digital TV, social media, OTT) based on media consumption habits and cost-per-mile (CPM).
2. Develop innovative media sponsorship solution
   • Propose integrated sponsorship idea based on each media channel characteristics:
     • Digital TV: Leverage GRP (Gross Rating Point) and reach of platforms such as IPTV, VOD to optimize coverage.
     • Digital: Use targeting options (demographic, interest-based) to increase accuracy and engagement.
   • Design multi-media solutions, namely: gameshow sponsorship on digital TV with 15-second advertising spots (TV spots), combining influencer campaigns on Instagram and banner ads on entertainment websites.
   • Ensure a balanced solution between media effectiveness (reach, frequency) and brand budget).
3. Planning for integrated media sponsorship
   • Build detail proposal based on media metrics:
     • Digital TV: Benefits such as TVC (Television Commercial), logo placement, or branded content, calculated based on GRP, impressions, and share of voice (SOV).
     • Digital: Paid media campaign (programmatic advertising, social ads), owned media (website, fanpage), and earned media (PR, viral content).
   • Build media plans with timeline, media spend, and KPIs: reach, frequency, CPM/CPV.
   • Optimize media mix between digital TV and digital for maximum efficiency (e.g. 60% budget for TV, 40% for digital).
4. Optimize media solution to increase reach
   • Using media insights (e.g. TV golden hour, peak hour on social media) to choose optimal broadcast and posting time.
   • Propose creative tools based on media trends: 6-second video for digital, AR filters on Tiktok, or interactive ads on Smart TV.
   • Ensure consistent brand messaging, and tailored to each media channel's specifics (TV narrative, digital short – form).
5. Collaborate with related parties
   • Work with partnership teams to negotiate media benefits with media partners (TV stations, OTT platforms) based on media value (benefits valuation).
   • Collaborate with the production team to create media contents (e.g. 30-second TVC for digital TV, vertical video for Tiktok).
   • Present media plan to brands, using metrics (reach forecast, cost efficiency) to persuade and adjust based on feedback.
6. Analyze and report media effectiveness
   • Track performance through media metrics.
     • Digital TV: Ratings (TRP - Target Rating Point), impressions, completion rate
     • Digital: Clicks, CTR - Click Through Rate, engagement rate, EMV - Earned Media Value.
   • Analyze ROI of media spend and recommend reallocation of budget if needed (e.g. increase investment in low CPA channels).
   • Prepare detailed reports, compare actual results with initial KPIs, with media insight for future campaigns.
7. Ensure project success
   • Monitor media plan implementation to ensure correct airtime and posting schedule.
   • Handle media - related issues (e.g. ad slots moved, digital technical errors) and make timely adjustments.
   • Ensure brands achieve reach and engagement goals through effective media planning.

Experience:

• At least 2 – 4 years of experience in one or more of following areas:
  • Media planning
  • Sponsorship
• PREFERABLY in the media, entertainment, and advertising industry.

Skill:

• Deep understanding of media: Deep understanding of media metrics (GRP, CPM, CTR), media buying, and measuring multi - channel media effectiveness.
• Creative skills: Come up with outstanding sponsorship ideas that fit the media characteristics of digital and digital television.
• Planning skills: Proficient in developing media plan, proposal; and proficient in using tools such as PowerPoint, Excel, or media tools (Nielsen, Comscore).
• Ability to analyze data: Analyze and present media insight to convince brands, and optimize campaigns.
• Strong communication skills: Present ideas clearly, work effectively with brands, partners, and internal.
• Language: Fluent English is an advantage (especially for international brands and partners.