From media planner to business advisor: The expanding role of planning

04 Sep 2025 | Caroline Manning

In part one of a three-part series, Initiative’s Caroline Manning explores how the role of media planners has grown to encompass more consultative work.

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

29 May 2025 | Caroline Manning

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