The pitfalls of a DIY approach
Offline media isn't like online. It must be planned differently. Don't make these mistakes.
Treating offline like online
Media vendors don't deliver the same level of reach as they do in the online space, and they don't offer simple platforms to help you execute. A plan must encompass the whole ecosystem to reach your audience as cost effectively as possible.
Buying inventory, not audiences
Cheap impressions ≠ cheap reach. Without proper audience planning you'll pay twice — once for waste, once to fix it.
Trusting AI plans at face value
LLMs hallucinate cost, reach and channel mix. Useful as a starting point, dangerous as a final plan.
No measurement framework
If the plan isn't measurable, you'll waste valuable budget.
Choosing the wrong agency partner
Sub-£3m brands inside top-20 agencies get junior teams and recycled plans. You need senior planners on your account.
You can't just copy and paste creative
Offline media requires offline creative. Do you have that experience in-house?
Want a sanity-check on your plan?
Share what you're considering — we'll flag the pitfalls hiding in it.