The best way to define your media plans is to analyze how you manage your budgets.

Companies

If you’re a company with multiple organizations, you’re probably managing budget per organization.

With this in mind, we recommend a media plan per fiscal year that includes budgets for all the organizations.

This will provide a clear container for all your media expenses for a given year allowing you to compare yearly expenses easily.

It also allows splitting the cost of a media buy to many organizations.

Note that even though you have a single media plan, you’ll still be able to manage the expenses of organizations separately by using filters.

Agencies

If you’re an agency with multiple clients, you’re budget is probably per campaign.

With this in mind, we recommend a media plan per organization (a.k.a Client) per campaign.

This will provide a clear container for all your media expenses for a given campaign allowing you to compare campaign expenses easily.

The key is that your media plans be manageable for your needs.