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: While we’re often taught about campaign structure, the intricacies of properly allocating dollars to maximize KPIs and ROI aren’t covered as much. The idea of campaign success was more ideological than quantifiable. At KOSE, I’ve learned how to strategically allocate budgets to ensure the most effective outcome, something that’s crucial in delivering successful campaigns.
• Channel Selection Based on Objectives and Campaign Goals: Choosing the right channel for a campaign is more complex than it seems, especially considering how quickly platform usage evolves. Since graduating nearly three years ago, I’ve witnessed the rise (and potential fall) of TikTok, while others like YouTube and CTV/OTT have gained momentum. At KOSE, we stay on top of these shifts and tailor our recommendations based on each client’s objectives, target audience, and the evolving health of various platforms. This ensures we’re delivering on platforms with the highest return.
• A Deep Understanding of How Advertising Platforms Work: In school, we didn’t have access to Meta or Google Ads Manager to run paid ads, which made the hands-on experience at KOSE invaluable. Learning how to navigate and optimize these platforms in real-world scenarios was step one for me in this role, offering insights that no textbook could provide.
• Competitive Research and Insights: While competitive research was a topic touched upon in coursework, the depth and tools available at KOSE really allow me to dive deep into industry trends, competitive messaging, and competitive spend. This kind of analysis helps inform our strategy in ways that go beyond simply observing competitors in our space; it ensures we’re staying ahead of the curve in the ever-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.