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The digital revolution has driven a profound transformation in the media landscape and has shaken advertising media planning to its roots. In this context, this paper makes three contributions. First, by analysing investment data, it confirms the importance that advertising media planning maintains in the digital age. Secondly, it details the most important changes that digitalization and the proliferation of media have produced in advertising and, specifically, in media planning. Finally, it argues the necessary integration of strategy, creativity and media planning in the process of creating and executing an advertising campaign. From this premise, it redefines the profile of the media planner and determines the technical and transversal skills it requires. [ABSTRACT FROM AUTHOR]