Building a
Strong Media Plan:
Finding the Right
Balance Between
Traditional & Digital

DATE:  October 7 // 9:00am-4:00pm
INSTRUCTOR:  Debbie Haggerty, Founder & Owner of Mediaworks
AUDIENCE: Anyone interested in learning about the latest trends in print, broadcast & digital
PRICE:  $550 members // $640 non-members
CONTACT: Molly Sullivan:


Technology has made media one of the most dynamic fields in advertising today. With an ever expanding number of digital options, traditional media are under increasing scrutiny to justify their place on the plan. In this class we will explore the foundations for building a strong media plan and review the current spectrum of media options including programmatic and RTB (real-time bidding).

We will also plant challenges to elicit from the group defensible points of view for a variety of media solutions.

This hands-on class will explore the following topic areas:

  •           Architecture – building blocks of an on-strategy media plan
  •           The Tools – what you need to know about traditional and digital media today
  •           Case Study – shining examples of media at work
  •           Engage/Build – Problem solve with current Client challenges

This course is for you if you are a Client or Agency Account Executive with oversight for media planning, or if you are new to media and seeking a solid overview of process, options and inspiring examples of successful media plans.


Debbie Haggerty caught the Advertising bug in 1986 at her first job out of college working for NW Ayer, then a top 10 New York Ad Agency. In the 25+ years since, she has remained fascinated by the ever-changing media landscape and relishes the opportunities to develop recommendations that bring an advertiser’s message to the right consumers, in a compelling way, for the right price. In 2000, Debbie had the opportunity to start her own media Agency, Mediaworks. For the past 14 years, Debbie’s team has become valued members of their Clients and partners’ marketing department.