Don’t Buy For Me, Argentina

Choosing the Right Media Planning Agency

One of the first questions a pharmaceutical company should ask when planning a paid media campaign is: Who should handle the media planning? Should it be the local affiliate’s media agency, or the international media buying agency/consultant, possibly based in London or Paris?

At first glance, opting for a local agency for a country-specific campaign seems logical. However, I argue that starting with an international agency or consultant is often the smarter move. Sometimes, a little distance brings much-needed perspective. Here’s why.

Campaign Types: Continental, Multi-Local & Local

For continental or international campaigns, pharmaceutical companies typically rely on their specialized media buying agencies, which handle large-scale campaigns using English-language creatives and pre-approved assets. These agencies offer cost efficiencies and scalability.

For multi-local campaigns—targeting a cluster of countries like Germany, Switzerland, and Austria, or an EU4/EU5 campaign (France, Germany, Italy, Spain, and the UK)—clients may engage agencies in specific regions. For strictly local campaigns (e.g., UK, Denmark, or Argentina), clients often default to a country-specific agency.

This article does not seek to undermine local agencies—their expertise and execution can be excellent. However, certain strategic advantages come with an international perspective that local agencies might lack.

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