THIS IS THE KEY INGREDIENT TO A BETTER MEDIA PLANNING

...and no, it's not what you think.

I had been working for Coke, for a few months, when this happened.

My boss came to me and asked me for a favor. If I could look through the media plans and find the reason why did we spend more budget than what we had planned.

I was a Junior Brand Manager back then, and going through media plans, wasn't my job. I had no idea who managed the media till then (apparently everyone and no one at the same time). It was December. So I had to look through every invoic...