A media plan is not a shopping list. It is a bet on where your audience is paying attention, and most plans lose money by buying reach they cannot use.

Impressions are cheap and misleading. A million views on a channel nobody remembers is worth less than a hundred thousand in a place people trust. We build the plan around attention first, then price, then scale, in that order.

Every line in the plan has a job. Outdoor builds fame, broadcast builds reach, digital builds response, social keeps it alive between bursts. If a channel has no clear job, it comes out.

After the campaign we report on what each channel actually returned, not just what it cost. That is the only way the next plan gets sharper instead of bigger.