There’s a very good reason we have the word “design” in our name. It’s because of our strategic approach and process to planning, buying, and analyzing results for our clients. There is no one size fits all approach – rather, we design a plan and purchase media on behalf of our clients that is unique to their brand and their audience. We define, find and connect for our clients. And we do it better than anyone else!

Our Toolkit

When we say we take research seriously at CMD, we mean we really take it seriously. We live in an age where we can better understand your audience and how to reach them than ever before. Having the most advanced tools at our fingertips allows us to design the most effective and impactful media campaigns tailored just for your brand. Here are just some of the best-in-class research solutions providing us with the intelligence that makes all the difference.

Planning Process

Research Phase

Research Phase

We subscribe to the highest level of data available in the field today. These resources are leveraged alongside client-provided data to provide even deeper insights going into each media campaign.

Planning Parameters

Planning Parameters

At the onset of each media campaign, our team works closely with our clients to define the planning parameters, including target audience(s), geography, creative messaging, seasonality, timing, budget, and the availability of creative units.

Media Objectives and Strategies

Media Objectives and Strategies

After all the research and a thorough understanding of the overall Marketing and Advertising objectives are completed, the media team crafts specific, detailed, measurable media goals and outlines the path to get there.

Media Mix

Media Mix

This is where the consumer research really comes into play. We provide our clients with an in-depth look at how their target audience consumes, interacts and engages with the variety of media choices at their disposal. Then we not only provide our recommended media mix, we inform them of what we also considered and why it wasn’t selected.

Media Tactics

Media Tactics

This could be considered the road map for the campaign. We provide the details by media type…vendors being considered, ad units, where will the creative be running, and schedule dates. And we include all the rationale behind the recommendation.

Media Flowchart

Media Flowchart

The resulting flowchart is the visual representation of the media campaign that illustrates all media activity including media vendors, flight dates, ad units, reach, frequency, total rating point(s), costs, % spend by media type, etc.

Media Mix Selection

Fragmentation of the marketing landscape seems never ending and coming up with solutions for spending ad budgets on the right media mix has become increasingly more difficult for brands. At CMD, there exists a multitude of factors when it comes to determining the perfect Media Mix for any specific campaign. And it all starts with Media Usage.

Media Usage

This is where it all begins. Once we have defined our target audience, we conduct an in-depth review of media habits to identify where we can intersect with the target throughout their daily lives. This includes time spent watching television, listening to the radio, out of home habits such as commuting to work, visiting shopping centers,  print readership, and a very detailed look at digital media habits.

Campaign Objectives

Campaign objectives are an important consideration when selecting media types. Differing objectives can dramatically affect media selection, for instance if a campaign objective is to increase awareness, broader reach media vehicles such as television or out of home may be prioritized over other tactics.

Creative Messaging

Creative messaging is a primary factor in media mix selection. Certain media types and placements lend themselves to longer length messaging such as newspaper ads, where outdoor billboards are most appropriate for shorter copy/imagery. Brands with low to no awareness may need to utilize media types that allow more detailed explanation such as radio.

Target Geography

Depending on the physical geography you are targeting for a specific campaign, different media types and tactics can be more effective. For instance, if you are promoting a multi-unit franchise with locations concentrated on one side of town, broader reaching media types such as radio may not be a great fit. There may also be limited availability of different media types depending on the area you are targeting, e.g. city restrictions on out of home advertising.


It is important to consider the environment in which your brand’s messaging will be running. A local weekly entertainment newspaper may look great in the research and be very cost efficient but the editorial content and/or other advertisers may not be brand enhancing.

Competitive Data

Our team reviews competitive ad spending to determine past and projected share of voice, media mix, station/vendor selection, dayparts, creative units, flighting, etc. for category and individual competitors. This is not a guide for how much a brand should spend and where, although it can direct budget and other decisions, particularly when entering a new market. We utilize this data primary to gain insights on where competing brands have optimized their spend, information we can leverage when planning new campaigns for our clients.

Available Budget

The available budget for a campaign can dramatically affect media mix selection as certain media types and tactics can be cost prohibitive. Also of consideration is the length of flight, i.e. if a particular budget must support initiatives over a longer period of time, this could alter the recommended media mix.

Let's Talk

Ready to chat about how CMD can design the perfect media plan for you? Then give us a shout or drop us a line. We’d love to help!