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Currently there are many internal and external creative & branding agencies producing excellent work for broadcasters. There is however, a lack of media and marketing 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 in order to best fulfil the business objectives of the company.

Inefficient marketing planning, campaign selection and airtime usage creates high opportunity costs for broadcast organisations. Therefore, this Eyes & Ears Academy in cooperation with Cape Rock in Amsterdam, 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 practice and theory as well as practical examples that the attendees will work through & can take back to the workplace. The seminar language will be English.

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 worked with broadcasters in over twenty countries across four contintents. Alan and Jo have also been regular speakers at international media conferences.

Programme: Thursday, 23 March 2017



Maro-Paul de Jeu, Partner/Strategy Director Cape Rock, Amsterdam

Corinna Kamphausen, CEO Eyes & Ears of Europe, Cologne

​11.45Introduction 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

​18.30​End of day one

Programme: Friday, 24 March 2017

09.00​Get together​

Developing a campaign plan



Putting previous learning into practise

Workshop Session




Implementing your campaign plan

​13.00Lunch Break

Campaign Evaluation




Challenges for the future


Final discussion & evaluation

17.15​End of the event



Alan James
​Jo Wilkinson

Registrationform (PDF)

Programme (PDF)

Registration deadline: 17 March 2017

Number of participants: max. of 18


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

How to register

For your binding registration, please send your registration form by the registration deadline via eMail to or via Fax to +49 221 60605711.


  • € 350,- Eyes & Ears members
  • € 95,- Eyes & Ears members / pupils, students, trainees who are personally members of EEofE or pupils, students, trainees of an institutional member of EEofE Europe
  • € 990,- non-members
  • € 190,- non-members / pupils, students, trainees

The fees must be paid within a period of one week after receiving the invoice by means of bank transfer. Accommodation and catering costs are not included in the participation fees.