MEDIA

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Media Description

 

We are a Full-service media buying agency with core expertise in the strategic planning and placement of traditional and digital media programs for a variety of luxury, lifestyle and hospitality brands. We are an outcome focused agency that uses proprietary systems and methods to help brands improve performance, drive efficiency and most importantly create demand for our brand partners.

 

Select services of interest:

 

  • Insights and Research

  • Analytics

  • Media Strategy

  • Media Planning

  • Programmatic

  • Paid Social

  • Search Engine Marketing

  • Digital OOH

  • Measurement

  • Brand Sponsored Content

OVERVIEW

Hard Rock Hotels collaborated with The Charles to develop a new creative direction and to execute paid media. By using refined design templates and data powered A/B testing, we created consistent brand messaging that can be replicated at a global and local scale.

SERVICES

Analytics, Art Direction, Brand Development, Content Strategy, Design, Paid Media, Paid Social, Social Media, Strategy, Work
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Relevant case studies

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The Charles Group’s media practice serves as media buyer for brands including HP and Aveda, delivering growth strategy, media planning and buying, performance marketing, programmatic advertising, OTT/CTV/OLV, OOH/DOOH, paid social, influencer marketing, lifecycle marketing and CRM, and analytics and measurement. Media strategy is developed alongside creative to ensure consistent execution across channels.

Yes. The agency plans and executes programmatic advertising across display, video, native, and audio formats. Programmatic strategy includes audience segmentation, real-time bidding optimization, DSP management, and cross-channel attribution — with performance data feeding back into creative and media decisions throughout every campaign.

Programmatic advertising is the automated buying and selling of digital ad inventory through real-time bidding across demand-side platforms (DSPs). The Charles Group uses programmatic to extend campaign reach with precision audience targeting, optimize spend through live bid adjustments, and unify measurement across display, video, native, and connected TV channels.

Yes. The Charles Group plans, produces, and manages paid social campaigns across Meta, TikTok, LinkedIn, Pinterest, and YouTube. Paid social is integrated with organic content strategy and connected to the agency’s broader media planning and analytics framework — ensuring every platform contributes to a unified view of campaign performance.

Yes. The Media practice includes OTT, CTV, and online video (OLV) planning and buying. These channels extend brand campaigns beyond traditional digital formats, reaching audiences on streaming platforms with targeted, measurable video placements. OTT and CTV are core to media plans for luxury and enterprise clients reaching higher-income, cord-cutting audiences.

Media planning starts with audience data, business objectives, and competitive benchmarking. The agency builds channel architectures, allocates budgets based on modeled performance, and runs ongoing optimization cycles informed by real-time analytics. Media and creative teams operate as an integrated unit, not separate silos.

Yes. Influencer marketing is part of the Media and Social practice. The Charles Group identifies, vets, and manages influencer partnerships aligned to brand positioning and campaign objectives. Influencer programs are measured against defined KPIs alongside paid and organic performance — not treated as a standalone tactic.