The official definition of Media (according to Wikipedia) is “the collective communication outlets or tools used to store and deliver information or data”.

It’s a broad term – and it can be viewed and defined in so many different ways, depending on where you stand. Personally, I prefer to take a holistic top-view of the whole, and see where every piece of the puzzle fits in to make that big beautiful picture.

My forte and speciality lies in ‘Paid Media’ with a digital focus. This alone can be broken down much further and categorised by each marketing channel, platform, tool, qualification and/or skill you might specialise in. 


Even though I have many years of experience in the industry, my holistic top-view is a fairly recent development that has appeared in the last year or two, mainly due to the overwhelming nature of this industry and what our job specs require on a daily basis. We not only need to be up-to-date on all digital industry benchmarks, trends, policies, channel by channel updates, methods, and strategies, but also maintain and develop individual client, brand and product insights to inform our competitive tactics. This is the reason we find that even in the digital space, a media role can encompass many job titles and specialisations.


Media Buyers, Strategists, Planners, Analysts, and many others are brought into play in a successful media execution. Therefore many companies also break down job roles and titles by channel specialist – for example, Paid Search Specialist or Paid Social Media Specialist – to focus on different elements for specific clients or objectives. My role here at Flume is “Media Buyer”, and includes all of the above job titles rolled into one.  


This is why it took me so many years to gain this holistic view of Media and how every element and aspect plays a part in achieving whatever the media goal might be. Having a view and understanding of every piece of the puzzle allows me to keep a long-term, results-based frame of mind, adding valuable insight to our planning and strategy and taking appropriate, real-time steps to achieving great results. The diversity of my role has been one of my favourite aspects of my career so far, giving me a better understanding of the industry and where it’s heading, how to improve my prospects and what skills I need to gain, year by year.


Today, I can confidently promote myself and my skills in my CV and portfolio, with full trust in my own recommendations and skills. And if I can offer any advice to those just starting their media careers it is this: Don’t limit yourself. It’s good to be a specialist, but the way the industry is going, you’ll need to become a talented generalist as well. With an open mind, a challenging, fulfilling and fast-moving career awaits.

Related Articles

A Strategist in the Making
A Digital Strategist determines the best way to use the internet according to your client’s objectives. They’re a mix of innovative, creative, and tech-savvy individuals who are naturally curious and highly proactive.
Why do brands need PR?
Thanks to social media & the current global climate, consumers, now more than ever, expect the brands to take a stance on societal & morality topics, particularly issues revolving around gender, race & legislative transformation.
Why Your Business Can’t Afford To Not Be On Social Media
The list of reasons as to why your business needs a social presence are endless. It has become an essential part to any modern-day business. Especially in the midst of a global pandemic, where your next customer is stuck at home online, right now. With that in mind, let’s narrow it down and highlight some of the key benefits social media can add to your business.
What makes a good UX design?
User experience as a concept has been around for decades – some say that it started when Henry Ford set out to make human labour more efficient and productive. You can find traces of user experience thinking all over the world, in disciplines like urban planning, for example, from the aesthetic considerations all the way through to how you push or pull on a door.

We are using cookies to give you the best experience on our site. To find out more see our Cookie Policy. By Continuing to use our website without changing the settings, you are agreeing to our use of cookies.