A 6-year-old’s guide to media planning: Creativity, memory and persuasion

Opinion

Talking to a child will show you that some of the best insights about effective media strategy can come from the simplest of observations.

As someone who works in media planning, I often find myself reflecting on the most unexpected sources of inspiration — like my six-year-old son.

Over the past year, as his understanding of the world continues to grow, I’ve noticed some invaluable lessons emerging from our daily conversations that have profound implications for our trade.

From his thoughts on ads to his natural instinct for emotional connection, I’ve come to realise that some of the best insights about effective media strategy can come from the simplest of observations.

Here are a few takeaways that have shaped my thinking on the job.

Power of memory: One moment can stick

A few weeks ago, as I drove my son to school, he pointed out two cars in a ditch on a country lane. The same cars had been there for several weeks by this point. Each morning, he would shout “cars in the ditch!” and, to my dismay, remind me of a time when I had crashed my car.

I couldn’t believe he remembered this from when he was just two years old. He told me that he has told everyone in his class about the crash. Needless to say, it’s now folklore.

This got me thinking about memory. It shows how one single moment can stick with us when it’s impactful enough. In media planning, we should aim to create a memorable experience with that first impactful impression.

If an ad hits the mark, it can be entrenched in someone’s memory and follow-up ads (which can be less costly and less frequent) can build on that initial memory.

The key is making that first exposure count. Context, creativity and human intuition are the bedrock of creating something memorable.

Emotion drives connection: More than just metrics

My son’s concept of a cool ad is pretty simple: it needs a great song. He imagines kids riding bikes, performing tricks, all while blasting Another One Bites the Dust — his favourite song.

He’s right, of course: energy and emotion are the secret ingredients to memorable media. We often get so caught up in targeting and optimisation that we forget to tap into the energy and excitement that drive people’s engagement with content.

We can’t just focus on delivering ads at the right time to the right people. Instead, we need to create an experience that resonates with the audience emotionally. This can foster deeper connections and turn passive viewers into active advocates for your brand.

So let’s remember to focus on excitement and connection, not just on reach and frequency.

Subtlety over aggression: Seamlessly integrating into content

While watching videos on YouTube, my son asked if what he was watching was an ad. I asked him what he thought and his observation was that he wasn’t sure — it was just a cool video showing kids playing with toys.

This shows how effective subtlety can be in advertising. The best ads don’t scream “buy this” — they integrate seamlessly into what people are already enjoying. They become part of the content, rather than an interruption.

In today’s media landscape, we don’t need to constantly force a sale. Sometimes the best way to convince people is to make sure your message fits naturally into their environment.

Media planning is about creating experiences, not just interruptions. This can make the ad feel relevant and valuable to the audience rather than disruptive.

The art of persuasion: Beyond efficiency

When asked what he would sell with his dream ad, my son envisioned kids riding bikes over Pokémon toys. And, no, there wouldn’t be any “buy now” messages. Instead, the ad would show how cool the toys are through actions, not words.

This is a reminder of the art of persuasion in advertising. We often rely so heavily on data-driven strategies that we forget the persuasive element of advertising — the ability to connect with consumers on an emotional level to show them how a product or brand can become a part of their identity.

Persuasion isn’t about shouting louder; it’s about speaking in a way that resonates deeply.

The right placement, context and alignment with consumer values can make a brand feel aspirational, cool or even indispensable. It’s about making the brand a part of who the consumer wants to be. When done right, it boosts loyalty, advocacy and, ultimately, desire.

Reframing the job: Creativity meets strategy

When my son asked me what I do at work, his response to my explanation was a simple “That doesn’t make sense, Mummy”. Yet, when asked what he wanted to do when he grows up, his dream was clear: “Make adverts, but really cool ones with kids on bikes doing tricks.” He doesn’t quite understand all the mechanics of media planning, but he understands creativity and excitement.

This perspective is an important one. Media planning is a blend of creativity and strategy, not just numbers on a spreadsheet. We shouldn’t lose sight of the joy and impact we can create through great ideas. Our role is to craft messages that stand out, make a difference and connect in meaningful ways.

So if you’re ever feeling stuck in the routine of media planning, take a moment to think with childlike curiosity. Focus on creating memorable experiences, tapping into emotion and using subtlety and persuasion to drive lasting connections. The art of media planning is not just in the tools we use or the data we analyse, but how we use this to engage, entertain and emotionally connect with our audience.

Next time you’re building a media plan, remember the simple but powerful lessons learned from a six-year-old: creativity, emotion, memory and persuasion are as relevant — if not more — than reach and frequency.

Caroline Manning is head of communications design at Initiative