The Society To Advance Media Professionalism was originated in
1995. One of S.T.A.M.P.ís top priorities is to stress the
importance of media buying, planning, and placement. The
creative product is always the "sizzle." Advertisers salivate
over their television commercials, Cable TV and radio spots,
4-color magazine ads, newspaper ads, and business-to-business
ads. In short, the creative is the "fun" and "exciting" part
of the business. What many advertisers fail to address is
whether or not the agency's Media Department is choosing the
right medium, and whether or not the agency's Media Department
is buying the airtime or space properly to insure a successful
campaign. The Society To Advance Media Professionalism
stresses, "You can have the best creative product in the
world, but if that media buyer doesn't place that creative
before the right pair of eyes and ears (meaning those folks
who are most likely to buy that product), you have a failed
campaign, pure and simple."
top priority on The Society To Advance Media Professionalism's
agenda is to begin the certification process for media buyers
and planners. By
certifying media professionals, the strong, knowledgeable
media pros will be set apart from those media people who only
claim to know what they are doing.
The Society To Advance Media Professionalism believes that
since media professionals are spending someone else's money
(their clients), there must be a system in place to assure
advertisers that the people who are spending their budgets
are, indeed, qualified to be able to do so. There are too many
horror stories floating around the industry about what
unqualified, unknowledgeable "media buyers/planners/
directors" have done to waste entire advertising budgets.
Professional certification is available for all Media Planners
and Buyers who can meet a rigorous set of professional
criteria that verify media planning/buying competence at the
There are 3 Categories of Certification:
1. For All Media-Certified Media Generalist (CMG)
2. For Broadcast-Certified Broadcast Media Buyer (CBMB)
3. Print (and Out-of Home)--Certified Printer Planner/Buyer
All those who receive passing grades will be listed in
S.T.A.M.P.'s Professional Registry for reference by future
prospective clients or Employers, and be entitled to use the
designations CMB, CBMB, or CPPB after their name, as well as
receiving a distinctive Certificate for framing.
S.T.A.M.P. Certification is the most
significant advancement in the media profession since Nielsen.
The program distinguishes the professionals among us, and
deserves your support.