An advertising account planner concentrates on the communication strategy for an advertising campaign and targets the right group of consumers.
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.
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.
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.