Katharine Painter, Media Director at Apollo Partners, shares three essential lessons for modern media planners. From transparent client relationships to true creative collaboration and staying close to the work, her approach offers practical advice for anyone working in advertising.

Creatives, think media is just the buy at the end? Think again.

We talked with Eric Perko, Founder of Apollo Partners, about why media strategy is creative work, how small teams make better ideas, and what every creative should know about making campaigns that actually land.

Here are 7 things you need to know about media, straight from the other side of the table.