First, I prefer people who have experience of a creative agency environment. As the big media shops came to dominate media planning, about 10 years, the pool of people with both media and creative experience has dropped significantly. Pure media people can migrate into a creative agency, but it is much tougher.
Second, as the media landscape has radically changed, I do not feel straight media planning has kept up. Right now, being able to think about an idea and how it lives in the world is far more important than knowing how local cable works. That level of strategic visions is not shared by everyone, or even that many....
...but third, big thinkers who are not prepared to understand local media are not helpful either. We have plenty of creatives who think way big, what we need is people who can take on those thoughts and add potential to where they live in the world. You need to comprehend the dull, detailed mechanics of individual media. I need creative media people, not sub-par creatives.
So the perfect candidate is smart, creative, detailed oriented, and prepared to use excel a lot.
Know anyone? E-mail me: firstname.lastname@example.org