Strategimedia

Strategimedia: a combination of the words strategy and media. Yes, the word is fictional, but this one-word, six-syllable description of media planning brings simplicity to a complex task.

Lee Larson of Paulsen Marketing is a strategimedia type of guy. He is a media planner and buyer for Paulsen Marketing in Sioux Falls. His daily duties change constantly and depend on what plan is first priority at a particular time. He works with the account executives to hash out a plan to bring the budget, timelines and target audience in harmony with one another. Once plans are approved, Larson starts negotiating and contracting with media outlets.

One of his favorite projects to work on was for South Dakota’s Corn Utilization Council’s “True Environmentalist” campaign. Larson said he planned, negotiated and purchased all the media for the campaign. He planned for a variety of media including: broadcast TV, cable TV, radio, cinema, newsprint, specialty print, digital online, and billboards.

Larson had some words of wisdom for college students looking into media planning as a career. Check mark number one: you like math in a way you can simplify complex data for non-media people to understand. Check mark number two: you have an open mind. Check mark number three: you are an analytical, detail-oriented and strategic thinker.

Now all you strategimedia type of people, consider going into media planning for a career and remember the words of Lee Larson, “Creativity doesn’t come from copycats.”