An advertising account planner concentrates on the communication strategy for an advertising campaign and targets the right group of consumers.
The Work
You would normally work on more than one client account at a time. You could be:
acting as a link between the advertising campaign and targeted consumer groups
organising and carrying out consumer, brand and market research using a variety of methods, including focus groups and surveys
analysing the results of the market research
deciding on a suitable advertising campaign to suit the product and audience
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
monitoring live campaigns and analysing data to determine their success
monitoring cultural and social trends.
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.
Starting salaries for graduates are between £18,000 and £22,000 a year. With experience this can rise to over £35,000 a year. High earners can get £50,000 a year or more. Sometimes there are other bonuses included in the package, such as a company car or private health insurance.
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.
Most entrants have a degree (SCQF Level 9-10) in advertising, business studies, communication studies, marketing or media studies. Psychology or economics related subjects are also useful.
For entry to a degree course you need 4-5 Highers.
Since entry is very competitive, getting work experience during the summer or a student placement in marketing, sales or communications is a distinct advantage.
Alternatively, some move into this job from other advertising jobs.
A driving licence would be useful for travelling to meet clients.
interested in people, and what influences them to buy
able to work under pressure to meet deadlines
able to give and take constructive criticism
persuasive and good at influencing others
adaptable.
You should have:
a creative approach to problem solving
strong spoken and written communication skills
confidence and good presentation skills
the ability to work well in a team.
Training
You would usually start as a junior account planner and develop your skills on the job.
The Institute of Practitioners in Advertising (IPA) offers a range of qualifications.
Getting On
There is fierce competition for jobs in the advertising industry. Most Scottish agencies are in Glasgow or Edinburgh although 75% 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 an agency director.
You could also move into freelance work which is becoming more common, or set up a small or specialist advertising agency of your own.
