We recently spoke with Paige Wensmann about her experiences as a KOSE Media Planner. Here are some of the insights she shared.
Things I’ve learned at KOSE that they don’t teach you in school.
- Budget Management: We often learn campaign structure, but we rarely learn how to allocate dollars to maximize KPIs and ROI. That can make success feel more ideological than measurable. At KOSE, I’ve learned to allocate budgets strategically to drive the most effective outcomes, which is crucial for successful campaigns.
- Channel Selection Based on Objectives and Campaign Goals: Choosing the right channel is more complex than it looks, especially as platform usage evolves quickly. In the past three years, I’ve watched TikTok surge (and potentially soften), while YouTube and CTV/OTT have gained momentum. At KOSE, we track these shifts and tailor recommendations to each client’s objectives and audience. That helps us invest in the channels most likely to deliver the highest return.
- A Deep Understanding of How Advertising Platforms Work: In school, we couldn’t access Meta or Google Ads Manager to run paid ads, so the hands-on experience at KOSE has been invaluable. In this role, I learned to navigate and optimize these platforms in real scenarios, gaining insights no textbook could teach.
- Competitive Research and Insights: In school, we were introduced to competitive research. At KOSE, we have the tools to analyze trends, messaging, and spend in depth. This analysis shapes our strategy beyond simply tracking competitors. In addition, it helps us stay ahead in an always-changing advertising landscape.
What are essential skills you need as a media planner (and didn’t know you had)?
- As media planners, much of our time is spent navigating platforms and analyzing data, but one skill I’ve come to truly value is the ability to connect with others. Interpersonal communication has proven essential in this role. Building and nurturing relationships with clients, partners, and agency vendors has become a key part of my day-to-day. Whether I’m presenting data insights, troubleshooting an issue, or narrating a campaign’s success, the ability to communicate effectively is vital. This role constantly reinforces a simple truth: Communication is everything. Whether it’s a routine client update, a regular partner check-in, or walking a new client through a media planning deck, clear, concise communication is what ties it all together. For me personally, the relationship building in addition to campaign success is what makes this job more than just media at the end of the day.
- Another crucial skill I’ve developed is attention to detail. As media planners, we manage large budgets, tight deadlines, multiple platforms, and often multiple clients simultaneously. I’ve learned firsthand that small oversights can create major issues down the line, which is why being organized and detail-oriented is critical. My advice: Invest in a good notebook to track tasks and deadlines, keep a close eye on your calendar, and stay on top of your inbox to avoid feeling overwhelmed. Most importantly, don’t hesitate to ask questions—clarifying doubts early can prevent mistakes and make your work far more efficient.
What would you tell someone wanting to explore a career in media?
- Media is a vast field with so many different areas to explore. Whether you’re focused on paid or organic media, creative or analytical roles, agency or in-house work, each avenue offers a unique perspective, and they all ultimately come together to achieve a shared goal. My advice for anyone wanting to pursue a career in media would be to explore these different paths. Gain experience through internships, or simply reach out and meet for coffee with someone whose role sparks your interest. The more exposure you get to different facets of media, the clearer it will be where your passion lies.
- For me, my background in organic social media, PR, and content creation has been invaluable in shaping my understanding of paid media at a digital agency. One key experience I encountered was developing my analytical skills and learning to extract actionable insights from the data behind our campaigns. Cultivating a curiosity about numbers and understanding data trends will truly set you apart in the paid media industry. It’s a skill that’s not just useful—it’s essential to have in your toolkit.
If you’re interested in a career in media, check out our careers page today.
