A Maghreb media brief: decisions to make before requesting a media plan
A good media plan begins before the choice of media. Commercial objective, geography, seasonality, proof and response capacity must be formulated together. Here is a work grid for advertisers and agencies, with a precise place for artificial intelligence.
Article prepared with artificial intelligence assistance. The sources and method are indicated in the text.
In this folder
- 1. Write the problem that justifies the campaign
- 2. To position the public in a situation
- 3. Separate Channel Roles
- The brief sheet to be completed
- 4. Provide seasonality before purchase
- 5. Request data comparable to the media
- Practical case: a point of sale opening
- 6. Setting the criteria for decision-making
- Sources and method
- Also to read
Validate a communication issue, a local audience, and a measurement method before comparing media plans.
1. Write the problem that justifies the campaign
"Being visible" is an intention, not yet a diagnosis. The brief must explain what prevents the activity from progressing: a little understood offer, a unknown brand, a point of sale difficult to identify or a demand that does not succeed. These situations do not lead to the same plan. The agency must be able to reformulate the problem and indicate what information it lacks. The quality of the advice begins with this clarification, even when the calendar is pressing.
2. To position the public in a situation
Morocco, Algeria and Tunisia are not just a media market, nor is a diaspora a uniform audience. Defining an area, language of reception, moment of life and need makes the choice of media more defensible. It is necessary to distinguish the information observed from the assumptions. Artificial intelligence can help prepare hypotheses or classify authorised data; it does not transform a fabricated profile into a hearing study.
3. Separate Channel Roles
A channel can install a promise, explain an offer, generate a search or facilitate a contact. The objectives can be completed, but they must be named. The brief therefore specifies what each step must bring and what the company is ready to receive: visits, calls, requests or purchases. The consistency of the route counts as much as the list of supports. A complicated form or service not available may reduce the interest of good exposure.
The brief sheet to be completed
| Decision | Information expected | Monitoring |
|---|---|---|
| Problem | Commercial obstacle and period concerned | Is the need documented? |
| Public | Area, context, language and need | Are assumptions distinguished from data? |
| Promise | Main benefit and available evidence | Does the offer hold on an understandable phrase? |
| Route | Action expected and point of arrival | Does the contact or service work? |
| Measure | Indicator, scope and comparison | What result will change a decision? |
4. Provide seasonality before purchase
Holidays, promotions and cultural moments influence the reception environment. They must be linked to the relevant markets and the verified dates of the project. An international calendar does not replace knowledge of local activity. The brief must also identify the periods when the company can actually process the request. A higher media pressure is not an automatic response to a sales objective if availability or service capacity is the main constraint.
5. Request data comparable to the media
Audience, coverage, repetition, impressions and contacts do not mean the same thing. Each proposal must specify its source, period and geographical scope. A national audience cannot be used without explanation as proof of local coverage. The price and volume must also be reconciled on identical bases. Artificial intelligence can help structure this comparison, but the team must return to the documents and identify what is not comparable.
Practical case: a point of sale opening
A fictitious sign wants to announce a new store in a built-up area. The problem is first to make the place identifiable and the interest of the visit understandable. The team prepares a zone map, an exact offer, schedules and a point of contact. It can then examine the means to fulfill these roles. This approach does not prejudge the winning support and does not attribute any attendance figures to a real campaign.
6. Setting the criteria for decision-making
The final recommendation should explain the arbitrations, assumptions and information that could change the plan. The full cost includes adaptations, dissemination and measurement, not just space. A useful balance sheet will keep the context of the offer and the market to interpret the results. L的IAB also proposes an approach to measurement based on the decision; The grid presented here is our methodological application, not an official protocol validated by the organization.
Sources and method
- IAB, Cross-channel Measurement Decision Guide, draft submitted for comment on 20 October 2026
- W3C, localization and internationalization
The recommendations and grids of this article are proposed by Le Fils de Pub. The constructed examples are indicated; the advertisements and results attributed to an organization remain those of this source. Article prepared with artificial intelligence assistance.
Continue with a practical method
Suggested routes from the story to briefing, production or measurement. These features are separate from the original publication.