It’s not just what you say. It’s where you say it.

Our Difference

A sophisticated team of traditional and digital media planners and buyers equipped with the latest advanced media planning models developed by our in-house marketing science team.

  • Programmatic
  • TV
  • Radio
  • Outdoor
  • Print
  • Direct Mail
  • Digital
  • Direct Response
  • Paid Search
  • Retargeting
  • Social
  • Native
  • Rich Media
  • Cognitive/Affective Media Absorption Model™ 
  • Advanced Impression Weighted Media Model™


Our collaborative group of traditional and digital planners and buyers don’t have separate P&Ls, and therefore no motivation to bias the traditional/digital media mix one way or the other. Combine that with the fact that our media planners have full, bidirectional communication with our creative and account teams allowing for conscious tradeoffs between media budget and creative budget. For example, should a client’s media buy budget actually be reduced to achieve lower frequency so that higher impact creative can be developed or is lower production value creative with higher frequency the answer. These are the kinds of questions that we ask and answer every day at Zion & Zion, owing directly to how our agency is structured and to the expanded role of our media team within the agency. A structure that goes way beyond simple traditional/digital integration.


We offer the latest in programmatic media expertise. Our technology has been proven to reduce waste by as much as 39%, while offering data-driven insights and optimization to put your ads in front of the right people, at the right time, in the right context.

Bridgette Foord Bridgette Foord

Media Director

Only when our media planning complexity matches the complexity of the customer journey is our job done.


Buying media against a single target demo or even adding a secondary demo leaves a lot to be desired. But, that’s the way that traditional media planners have done it for years, and that’s the way people continue to do it today. Well, not all people. At least, not us. It’s nonsense to simply pretend that only a narrow target demo has value to the client, and it’s equally nonsense to pretend that simply widening the demo or adding a secondary demo solves the problem. The simple fact is that different demos have different likelihoods of responding to client advertising and different demos will have different average transactions sizes. Our media strategy team takes this into account using our proprietary Advanced Impression Weighted Media Model™ (AIWMM™) developed by our in-house marketing science team.



When it comes to broadcast, we focus on far more than just cost per point and reach & frequency. The reality is that it’s not just important to get eyeballs on a client’s TV commercial, it’s also essential that the client’s commercial is absorbed by the audience in order to promote recall and action. However, for decades, at its core, TV media planning has simply been an exercise in using Nielsen ratings to determine what programming is watched by a given target audience and how much it costs to purchase a spot within said programming. At least as important is the question of whether the client’s TV commercial will have the desired effect on the audience. But in order to have an effect, we must be sure that the audience actually processes and digests the ad. This is the essence of our proprietary Cognitive/Affective Media Processing™ model (CAMP™), built by the Zion & Zion media strategy team and our in-house marketing science team and based on research from 95 academic and practitioner sources and our own national study used to build a proprietary database of 10,245 individual audience survey responses. These 10,245 individual audience member responses rate broadcast programming on both cognitive (i.e. intellectual difficulty) and affective (i.e. emotional) dimensions. Extensive research has been conducted that shows that these two dimensions dramatically influence how well a commercial is processed by the audience. In short, certain types of client TV commercials are processed better when inserted into certain types of programming. Our CAMP™ allows our media team to determine which individual programs should and should not be included in a given media buy, based upon the expected effect of each TV program on the audience’s ability to absorb the client’s advertising message.