General information

Agency: Initiative

Job Function: Planning

Location: Toronto, Canada

Job Ref#: 10526

Description & Requirements

Position Summary

The role of a Media Planner is to manage our media planning product through preparing and presenting media plans, proposals, and analysis. This role requires you to work as part of an integrated media planning team to ensure the product is grounded in insights and experience, resulting in flawless media executions.

Key Responsibilities

  • Prepare, write and present integrated media plans, proposals and analysis that satisfy client objectives and that go beyond the brief. 
  • Maintain the media plan and regularly evaluate the campaign performance. 
  • Prepare and present evaluations of media opportunities, media trends and issues of interest to clients. 
  • Build and maintain strong client relationships and respectful partner relationships by demonstrating your ability to be responsible, reliable, and resourceful. 
  • Initiate and coordinate the media buying process in order to deliver exceptional results. Oversee the administration and maintenance of the media plan. 
  • Responsible for accurate and timely client finance reports and budget control reports (BCRs). Ensure client budgets are managed and on track. 
  • Support the creation of campaign post reports. Source and evaluate proposals from media partners as required. 
  • Assist with document creation: presentations, visual summaries, schedules and reports. 
  • Prepare media POVs/evaluations. Remain up to date with latest updates from major media partners. 
  • Continue to proactively develop knowledge of the media landscape.

Desired Skills & Experience

  • Post-secondary education (or equivalent work experience) - University graduate and/or advertising/marketing College degree preferred. 
  • Minimum one (1) year of experience in integrated media planning. 
  • Experience within an integrated advertising agency an asset. 
  • Driven desire to develop and excel in a media career. 
  • Client service oriented. Strong learning agility, with a passion for continuous development. 
  • Proficient with media research tools (e.g. Clear Decisions, Vividata, Neilson), and media tools (e.g. Prisma). 
  • Excellent communication skills (both written and verbal). 
  • Highly developed organizational skills with a strong attention to detail and accuracy. 
  • Ability to work well  and multi-task in a fast-paced environment. 
  • Ability to work collaboratively as well as independently. 
  • Proactive approach to problem solving, assisting the team, self-development, etc. 
  • Ability to develop and foster relationships with media partners. Proficient in Microsoft Office Suite (Word, Excel and PowerPoint).

About Us

Initiative is different to other media agencies.

We are not trapped by a legacy structure primarily centered on paid advertising. Instead, we are liberated by a new world structure designed to deliver highly differentiated and highly effective communications strategies for our clients.

We’re not the biggest agency in town. So rather than outsize our competitors we must outsmart them. That’s why we’ve built the strongest strategic capability of any agency in the market. Core to this strategic capability is an obsession with culture and how brands can pivot from brand advertising (which is forgettable) to cultural branding (which is memorable).

Our new world model is comprised of four central “craft centers” – Client Advice and Management, Strategy, Communications Design and Partnerships.


Initiative respects that everyone has something unique to contribute to the agency.

We are a bunch of eclectic and brilliant misfits with diverse backgrounds that represent the unique fabric of consumers and culture.

We want you to be yourself. We want to hear your opinions. We want to see your passion and energy.

If you disagree with something you see or hear then speak up. We will never punish or penalize you for bringing something important to our attention.

If you believe you can improve something in the agency then speak up. We will always listen to your ideas and suggestions.

We will not tolerate harassment, bullying or corporate politics. We will not tolerate discrimination of any kind. We expect you to be responsible on social media and remember that you represent the agency and should not bring us into disrepute.

We are committed to your learning and development. The agency will organize regular training to enhance and accelerate your career – we expect you to prioritize training and actively participate.

We strive for world-class work on every client, every time.

We believe that good enough is not good enough.