A solid media plan is the backbone of all great communications solutions, the two are intrinsically linked, one will fail without the other, rendering it either ineffective or traditional.
Yet, the art is getting these disciplines to talk the same language and not be disparate functions of an agencies solution.
The plan is put together with precision and expertise, importantly it links back to the core business objectives. Will this solution actually drive a clients business?
How many people will need to be reached to in turn deliver the objectives for your business?
Is the solution for arts sake or is it in fact the best solution for your business?