If a brand requests a shortened planning timeline due to a product launch revision, what should the digital planner/buyer do?

In the context of a shortened planning timeline due to a product launch revision, confirming if approvals can be expedited is the most effective course of action. This step ensures that the planner/buyer engages with the necessary stakeholders to find out if the usual processes can be accelerated. Given that timelines are shortened, it’s crucial to streamline the approval process to meet the revised launch schedule.

By confirming the potential for expedited approvals, the digital planner can facilitate quicker decisions, which will allow for the adjustment of the media plan in alignment with the new timeline without compromising the campaign’s effectiveness. Maintaining open communication with the team involved in the project also demonstrates flexibility and responsiveness to the brand’s needs.

On the other hand, changing media channels may not directly address the timing issue, as it could require additional research and planning to select the right channels quickly. Ignoring the request would not be a responsible action, as it does not respect the urgency communicated by the brand. Extending the timeline may not be feasible or acceptable given the brand’s need for a quicker turnaround. Therefore, focusing on expediting approvals is essential to navigate the revised timeframe effectively.