Media planning

The Underdog Advantage™ Approach to Media Planning

Overview

Our full-service media planning offer is an integrated, end-to-end solution for marketing campaigns. We cover everything from brand to performance, product launches to sales promotions.

We find the real business problem, pick the right fight, win the moments that matter and prove that it worked.

Our team of expert media planners ensure you get our Underdog Advantage™ thinking and exceptional value from start to finish.

Why use this service

You need a small budget to behave bigger.

You can’t always outspend the competition. We find where your investment can have disproportionate impact, concentrating spend where you’re most likely to get noticed, remembered and chosen.

You need growth, but don’t know what’s stopping it.

More activity won’t fix the wrong problem. We interrogate the brief, challenge assumptions and separate symptoms from causes to uncover what’s really holding growth back.

Your ambition is bigger than your resources.

Constraints go beyond budget. We examine your assets, capabilities and appetite for risk to find where what you already have can create disproportionate advantage.

Your biggest advantage might be hiding in plain sight.

Bigger budgets and greater awareness change the fight. We find the audiences, moments and channels where your strengths can shift the odds back in your favour.

JAA’s expertise and dedication have been integral to our success in improving targeting, ROAS, and conversion tracking across our bought channels. Together, you’ve helped us craft a strategy that resonates with our customer personas and preferences, leading to some fantastic results.

Marketing Director, British Retail Brand
We have worked with JAA since 2022 across Europe, USCA, Brazil and Thailand. In that time we have developed a streamlined and very effective way of working and have seen significant efficiency improvements across all markets. JAA are responsive to our wide-ranging briefs, proactive in proposing new solutions and keep us abreast of media landscape changes.

Global Communications Manager, Motor Brand

FAQs

We’ll want to understand your business objectives, audiences, competitive landscape, previous activity and available budget. But don’t worry if you don’t have all the answers. Part of our job is to interrogate the brief, challenge assumptions and identify the questions that need answering before we start planning.

Using our Underdog Advantage™ approach, we’ll identify where your brand has the greatest opportunity to compete and turn that into a practical media strategy. Depending on the brief, this can include audience prioritisation, competitor analysis, channel roles, budget allocation, phasing, measurement recommendations and a roadmap for activation. We treat every consultation individually so you will get what you want and need.

Smart planning matters more than budget. The Underdog Advantage™ is built around the idea that you don’t necessarily need to outspend bigger competitors to compete effectively. We look for the audiences, channels, moments and opportunities where your available budget has the best chance of making a disproportionate impact.

Absolutely. If you already have a plan from an internal team or even last year’s version, we can provide an independent perspective before you commit your budget. We’ll pressure-test the strategy, assumptions, channel choices and investment levels and identify where we believe there are opportunities to make the plan work harder.