A study on planning for Agility (P4A): a unique media planning framework of Mindshare Global

Abstract

The research has been carried out as a part of the BBA program in BRAC University and submitted as a part of the Internship Program of the researcher. The researcher is currently working in the content and planning department of the organization as a marketer of different brands in the digital platform. The company mainly deals with media planning, media buying and digital implemented in the social media landscape. Modern era is the era of advertising and the probability of success of advertising is not only decided by the quality of creative. The practice of media planning, buying and implementation play a vital role for successful campaign to get the optimum result from advertising. There has been a large scale of expenditure behind television, radio and press media. To use the investment wisely media planning is done. In this study the researcher took an effort to not only explain the different roles of the organization as a pioneer in building brands in the industry, but also how brands are gradually becoming digitalized to ensure more interaction with audiences who remain mostly active in the digital platforms.