Advertising Account Planner

An advertising account planner targets advertising campaigns at the right group of consumers.

The Work

You could be:

• acting as a link between the advertising campaign and targeted consumer groups


• organising market research including focus groups to see who would be likely to buy this product or service


• analysing the results of the market research


• deciding what would be the angle or suitable features for the campaign


• doing a presentation about the product and the target group for the agency creative team


• working closely with the advertising account executive and the creative team


• helping present the campaign plans to the client


• afterwards, organising surveys to judge the success of the campaign


• monitoring cultural and social trends.

Conditions

• You will work from an office, but will travel distances for meetings with clients.


• You will work very long hours, including evenings and, if necessary, weekends.


• Advertising work can be very stressful as deadlines are tight.

Getting In

There are several ways to get a job as an advertising account planner.

• Most entrants have a degree in advertising, business studies, communication studies, marketing or media studies.


• Some move into this job from other advertising jobs.


• Employers rarely advertise posts; the best way in is to write to or email advertising agencies on spec.

What Does It Take?

You should be:

• creative and aware of trends


• a good communicator and presenter


• good at analysing statistics and able to work with a range of market data


• interested in people


• able to work under pressure to meet deadlines


• able to give and take constructive criticism


• persuasive and good at influencing others


• of smart appearance


• adaptable.

Training

• Training is mostly on the job.


• The Communication, Advertising and Marketing (CAM) Foundation offers the Diploma in Marketing Communications which includes advertising modules.


• The Institute of Practitioners in Advertising runs a Continuing Professional Development (CPD in Advertising) programme for employees of IPA member agencies as well as a Seven Stage Training career development programme.

Getting On

• There is fierce competition for jobs in the advertising industry. Most Scottish agencies are in Glasgow or Edinburgh although 70% of the UK advertising workforce is based in London.


• After gaining experience as an advertising account planner, you might get promotion to posts such as advertising account executive, or go into planning consultancy.


• You could also move into freelance work which is becoming more common, or set up a small or specialist advertising agency of your own.


• There are increasing jobs in fields such as the internet, and satellite, cable or digital TV, as well as abroad.

Pay

The figures below are only a guide. Actual salaries may vary, depending on:

• where you work


• the size of company or organisation you work for


• the demand for the job.

More Information

Addresses

The following organisation(s) may be able to provide further information.