Media Strategy & Planning

11.04. – 12.04.2013 / Eyes & Ears Academy, Berlin

Currently there are many internal and external creative & branding agencies producing excellent work for broadcasters. There is however, a lack of media planning strategy training in the European market that is tailored specifically to the challenges and planning approaches within broadcast promotion. However, this is necessary to ensure that campaigns are being planned effectively, and promotional resources like airtime and creativity are allocated efficiently.

Inefficient marketing planning, campaign selection and airtime usage creates high opportunity costs for broadcast organisations. Therefore, this Eyes & Ears Academy in cooperation with Deutsche Welle, intends to train the participants in media strategy and planning to give them the necessary knowledge, understanding & tools to implement effective promotional campaigns with their organization in order to bring a structure to their on-air marketing prioritisation process and huge efficiencies to both their promotional airtime and creative resource. The workshop will cover best media planning practice and theory as well as practical examples that the attendees will work through & can take back to the workplace.

The event is aimed primarily at people working in media and communications companies, (post) production firms, design studios, consultancies, as well as marketing, advertising and dialogue agencies who want to find out more about this topic. Those generally interested, students and trainees are also welcome


Jo Wilkinson & Alan James, Directors James&Wilkinson Media, London.

Jo and Alan are the founding directors of James&Wilkinson Media (JWM), a company established in April 2011 to help fill the void in the shortage of media planning skills found within the broadcasting arena. In 1998 they started working together at the BBC where they were responsible for the on-air media strategy, planning and implementation of all of the BBC’s marketing across their vast array of public service TV, Radio & online services. In 2011, Jo & Alan founded JWM, offering amongst its services, consultancy and training. In the relatively short period of time since launch JWM have secured in Europe and many other parts of the world including Asia and Africa. Alan and Jo have also been regular speakers at international media conferences.

Program: Thursday, 11 April 2013



Claus Grimm, Head of Promotion & Design/Head of Program Operations DW, Berlin

Corinna Kamphausen, CEO Eyes & Ears of Europe, Cologne

​11.45​Introduction of the participants

"Do you know what you're worth?":

The value of promotional airtime


Lunch break


Setting objectives


Campaign prioritisation




Setting effective frequency for different campaign types


Discussion & Summary

​18.15​End of day one

Program: Friday, 12 April 2013

09.00​Get together​

Developing a campaign plan




Putting previous learning into practise

Workshop Session




Implementing your campaign plan


Lunch Break


Campaign Evaluation



​15.15Challenges for the future



Final discussion & evaluation

​17.15​End of the event

The seminar language will be English.




Alan James
​Jo Wilkinson

Registration deadline: 5 April 2013

Number of participants: max. of 15


Eyes & Ears of Europe
Mozartstr. 3-5
D-50674 Köln