Planning for 2021

Mary Ann


August 31, 2020

I’m already prepping Mosaic clients and partner agencies for 2021 planning. Despite the fact that 2020 has been a marketing and advertising rollercoaster, we have to move forward with what we have so far and start working out media plans for next year. Transparency is my top priority, so we’re heading into this planning phase with a few key strategies; they aren’t new or newly implemented, they just carry more weight now due to the disruption COVID-19 has caused.


Stay Flexible

We always build plans that can be adjusted as needed, but that flexibility is even more important now than ever before. We’re planning media strategies that can ebb and flow with current consumer trends. There will be a stronger digital emphasis due to real-time data and the ability to make micro-adjustments as needed, and we’ll be monitoring reports across the industry so we can advise our clients to reallocate budget as needed.

Leverage Media Opportunities

Sports are slowly coming back, but the fact is we just don’t know what next year will hold. We’re planning for our clients to have ad space during key sporting events (Super Bowl, Olympics, etc.), but we’re also eyeballing other events that may end up with a larger audience than usual if sports continue to be reduced. eSports, Twitch, podcasts, connected TV – we’re watching all of it to see what platforms our clients need to be on.

Be Picky

I know that businesses are hurting, so I’m working with the Mosaic team to build plans that make sure advertising dollars are going as far as humanly possible. While we always take this approach, we’re getting even pickier next year. I want our clients to have the best results and to know their budgets are garnering tangible results, so we’re focusing on how we can do that while still maintaining an omni-channel advertising approach.

We’ve all been through some upheaval this year, but I have confidence we can work through it. 2020 has brought challenges, and our experiences navigating them have provided us even more insight and data to tackle next year!


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