Media Strategy + Planning Philosophy

At Kinetic319, our media strategy and planning philosophy is rooted in partnership, precision and purpose. We believe great media doesn’t start with platforms or placements—it starts with people. That’s why everything we do is guided by our M.O.V.E. framework: Magnify, Orient, Venture and Evaluate. This approach helps us dive deep into understanding not just the market—but the nuances of your brand, your consumers and your goals. We begin by Magnifying key insights through robust research, then Orient our strategy around your specific objectives. From there, we Venture into thoughtful channel execution and creative delivery. And throughout it all, we Evaluate relentlessly, using real-time analytics as our North Star to optimize toward measurable business results—not just media metrics. It is deeply ingrained in us to ‘always be moving,’ which injects this rigor consistently into each and every campaign.

A key component of our planning and strategic testing process is our 70/20/10 investment model, which ensures media plans are built for both immediate performance and long-term innovation. We allocate 70% of the budget to proven, high-performing workhorse channels—the core drivers of results. 20% is used to refine and evolve these efforts by testing new audience segments, creative variants, or messaging strategies that build on what’s working. The final 10% is reserved for true net-new testing pilots, allowing us to explore emerging platforms, bold creative ideas, and new buying strategies. This structure ensures our clients’ campaigns are always in a healthy state of learning, with space to explore and scale what works while protecting against wasted spend.

We are an analytics-obsessed team with a deep fluency in audience behavior and consumer psychology, we hope this showed through our surveying and interview exercises for this submission. We don't just understand who your audience is—we understand how they behave, where they engage and why they make decisions. This behavioral fluency allows us to tightly align media messaging with actual intent signals and consumption patterns across the funnel. From tailoring copy for distinct behavioral cohorts to sequencing media across devices based on known decision journeys, we craft campaigns that feel not only relevant—but personalized and timely.

Our strategic foundation also includes significant experience in retail media networks and influencer integration. We understand the nuances of closed-loop retail ecosystems like Amazon, Walmart Connect, Instacart and Kroger Precision Marketing and how to maximize visibility and performance within these commerce-driven environments. Whether we’re building media plans around shelf placement data or pairing sponsored product ads with brand-building OTT campaigns, we align upper-funnel creative with bottom-funnel shopper behaviors to create seamless commerce journeys.

Additionally, our influencer strategy goes beyond vanity metrics—integrating creators as true media channels that contribute to reach, credibility and conversion. We know how to find voices that match brand tone, build briefs that inspire content with purpose and track measurable outcomes across organic and paid amplification. With the incredibly importance of content, we seek to ensure that all content created on Bailey’s behalf is Bailey-owned, a critical differentiator for Kinetic319 and Planet Propaganda.

But beyond our data expertise and executional depth, we bring a collaborative spirit to every engagement. We know our clients are the experts in their businesses—and our role is to be the most strategic, attentive and invested extension of their team. That means showing up with intelligence and humility, leaning into technology that fosters transparency and aligning media not only with marketing KPIs, but with the full sales cycle… truly making positive impacts to our clients’ businesses.

As a relationships-first agency, we don’t just seek to launch campaigns—we seek to build enduring partnerships. Your former agency served you for over a decade and we deeply admire that kind of tenure and trust. We’re not here to replace that legacy—we’re here to honor it and earn the right to become the next chapter in it.