WW Audience Planning Lead

Comms & Strategic Planning London, England


Position at m/SIX

Audience Planning Lead, Worldwide


Who are m/SIX?

m/SIX are one of the UK's fastest-growing media planning and buying agencies, having doubled in size in the last two years. Our international network now comprises over 40 offices across 3 continents.


We have a unique proposition and ownership structure, which is fundamental to how we operate for our clients. We are majority owned by our partners within The&Partnership, but our joint venture with WPP means that we are able to offer a true ‘best of both worlds’ advantage. This means a progressive and entrepreneurial approach to business and culture, whilst providing full access to GroupM’s market leading pricing, data and technology assets.

As both The&Partnership and m/SIX we have therefore created new models and ways of working which are leading the industry in defining the agency of the future. This means solutions built bespoke for clients’ needs, inclusive of all necessary disciplines and working to one bottom line. Creatives, strategist, analysts, investment and production teams working together, with data and technology at the centre. These teams are often implanted directly within the client marketing teams: in the UK we have fully embedded teams at News UK, Talk Talk, EA, and Toyota/Lexus. The impact of this has been transformational on our clients’ business.

As a direct outcome of this progressive & transformational agenda, m/SIX has two ambitions. To be a top ten agency in every market in which we operate, and to be the most important place in the careers of our people.

Thanks to recent new business wins, we are now looking for an Audience Planning Lead to join the Worldwide team.


What is the role?

A unique aspect to our setup is the role of the Audience Planner. Audience Planners work with data of all kinds for our clients, drawing on real-time behavioural data as well as slower moving datasets.

As such, this role is hands-on with data of all kinds, including from client/first party, media, brand tracking and site path sources, to ensure that true data-led insights power all of our strategic thinking. This input spans media, creative and customer domains. As such, this role will sit alongside planning management across m/SIX, and for integrated new business approaches, The&Partnership.

A significant amount of time will be dedicated to being lead audience planner on m/SIX’s growing multi-market client roster, including Discovery Networks, Fossil Group, Bridgestone/Firestone, London Business School and Whirlpool Corporation. You will also have a remit to further develop and instil the audience planning approach among the rest of the client base, working closely with EMEA Strategy leadership. The successful candidate will start with two direct reports in the dedicated Toyota/Lexus Hub, and sit alongside a global team of peers.


Key role responsibilities:

  • Set the pace for the development and delivery of actionable audience-led strategy, particularly for subscription and ecommerce-driven clients within the agency
  • Coach by example; train and develop direct reports, and inspire the wider planning community
  • Oversee outcome-led audience strategy from inception through to implementation, with particular focuses on prioritisation, creative adaptation, and media activation
  • Assist in closing the measurement loop to prove incrementality, working with specialist teams as needed
  • Inform the development and implementation of a shared learning agenda on retained clients, including leading the data strategy conversation alongside Tech and Digital stakeholders
  • Own the effective application of proprietary data tools and platforms on behalf of your clients. Envision use cases, work with peers and clients to deliver and evaluate them, sharing case studies internally
  • Rapidly become the go-to expert in the team for all relevant audience planning tools and systems.
  • Assist with encouraging uptake and usage of relevant tools and data, for example through training, managing vendor relationships, and creating case studies
  • Demonstrate an interest in developments in the industry, and help to communicate these developments to peers where relevant – drawing from GroupM/WPP, media partners, and the wider industry landscape.


What experience & skills does the role require?

  • Anticipating client needs and diligent attention to make sure they are met, on both a macro and micro scale
  • Ability to communicate clearly, even when the source data itself may be complex
  • Translate needs from clients and colleagues into data exploration, gathering actionable insights, and maximising the use of available people and platform resources
  • Contribute effectively to multiple concurrent projects, collaborating in a fast-paced environment
  • Coach and developing talent at both immediate team and broader agency levels
  • Experience in producing engaging client-ready presentations, being self-directed as to how best to communicate these to stakeholders of all levels, internally and externally


Key attributes

  • An inquisitive nature is critical
  • Systematic and detail-oriented
  • Organised and proactive
  • Team-oriented and collaborative
  • Progressive and open-minded


Diversity & inclusion

This role is suitable for someone that would require part-time hours or schedule flexibility.

Where is the role based?

As coronavirus restrictions lift, m/SIX is moving to a permanent flexible working model – a hybrid of at-home and in-office working. m/SIX’s London office is in the heart of Fitzrovia. Some travel may be required for major client meetings and conferences, but this is not expected to make up a significant part of the working week/month for this role.


Who will the role report to?

The successful candidate will report to the Global Head of Audience Planning. The role will be working hand-in-hand with media and creative planners, client account leadership as well as wider specialists (e.g. in Tech and Digital), and as such they will each be important stakeholder groups.


How will success of the role be measured?

Efficiency and depth of contribution to current and new business efforts are fundamental goals. As such, the satisfaction of the media planning team and the creative planning team will be major parts of how we assess performance of this role. Finally, client satisfaction with a clear link to Audience Planning input on key projects is the expected outcome of these contributions.