3 Takeaways from Katharine Painter on Modern Media Planning
Katharine Painter is the Media Director at Apollo Partners, an independent media agency known for its consumer-first, transparent approach. After working at both small independent shops and large holding company agencies, she returned to Austin to help build Apollo’s team and philosophy from the ground up. In this episode, she shared her approach to planning, collaboration, and leadership in media.
1. Prioritize Transparency to Build Trust
Katharine emphasizes that transparency is not optional. It is essential. “Part of what we do at Apollo Partners is being transparent in everything we're planning and activating against. You know every single person on your team, you know where every single media placement is run. And if there are mistakes, we're transparent and open about them and quick to find a solution.” For agencies and brands alike, clear communication about budgets and placements helps strengthen client relationships and prevent surprises down the road.
2. Make Media and Creative Work Together from the Start
Katharine believes successful campaigns need true collaboration between creative and media teams.
“Creative and media are so important to work together. With Purely Elizabeth, we worked with an external creative agency to make sure they understood our media strategy. That informed the type of messaging we wanted to put in front of consumers.” Placing creative in the right context is part of the idea. Early collaboration ensures the message fits the medium.
3. Stay Close to the Work, Even in Leadership
Even as a Media Director, Katharine is hands-on. “Senior leadership is involved throughout the planning process. It’s about showcasing experience and providing guidance, but also letting every team member come forth with ideas. Everyone experiences media differently.” For teams in advertising, staying involved in the details can help ensure strategy aligns with execution and that all voices contribute to better ideas.
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