Media Strategy & Planning

The Art and Science of Media Planning

The definition of a strategy is ‘a plan of action designed to achieve a long-term or overall aim’. A media strategy is rarely straightforward, with myriad potential objectives for comms often competing for priority. This can range from long-term brand building, to short-term commercial success, and anything in between.

UM Birmingham's Moments Planning approach serves as a strategic framework to tackle any new brief, with seven important steps that guide the way from briefing to evaluation. This way of working can make even the most complex brief feel less overwhelming, with each step helping to pave the way to the very best recommendation for every one of our clients.

Channel planning

At UM Central, we take great pride in placing effectiveness at the heart of what we do. Our bespoke ‘Moments Tool’ informs our decisions along the channel planning process, from channel selection to budget allocation and flighting.

While tools and models help to validate recommendations, it isthe UM Central human touch that means that every plan developed by the team is uniquely tailored to meet the individual objectives of each client.

Being part of the McCann Central network means the UM Central team are fluent in the wider language of marketing beyond media.This allows us to collaborate closely with other marketing disciplines to deliver a comms recommendation that makes an impact at every stage of the consumer journey, whether through paid, owned or earned media. This enables us to deliver truly integrated media solutions for our clients.

  • Understand Your Challenge
  • Discover & Inform Strategy
  • Imagine Strategic Spark
  • Architect Channel Planning
  • Invest & Implement
  • Analyse & Optimise


We'd love to answer any questions you might have and see if there are any opportunities to work together. Let's create an exceptional media campaign and make meaningful connections with your audience

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