Advertising account planner
Advertising account planners develop ad campaign strategies for clients, bringing together creative ideas, branding and customer data insights.
Also known as: Strategic planner
- Starter salary£27,000 a year
- Experienced£55,000 a year
- Typical hours37 to 42 a week
What you'll do
As an advertising account planner, you could:
- work closely with clients to understand what they want
- act as the link between the client and creative agency
- analyse consumer habits, market trends and sales data
- develop an advertising strategy to reach the target audience
- monitor the success of campaign strategies
- prepare feedback reports for agency directors and clients
- manage and motivate the planning team
- keep up to date with advertising methods and trends
Working environment
You could work in an office or at a client's business.
You may need to wear smart business clothes.
Skills and knowledge you'll need
You'll need:
- knowledge of media production and communication
- customer service skills
- the ability to come up with new ways of doing things
- to be thorough and pay attention to detail
- to be flexible and open to change
- excellent verbal communication skills
- maths skills
- the ability to use your initiative
- to be able to use a computer and the main software packages confidently
How to become a advertising account planner
You can get into this job through:
- a university course
- an apprenticeship
- working towards this role
- a graduate trainee scheme
University
You could study for a degree in a subject like:
- advertising and marketing
- data science or statistics
- communication and media studies
- business management
- psychology
Employers value work experience so it's important to get as much as you can during your studies.
Your university careers service can help you find work experience, internship and placement opportunities.
Entry requirements
You'll usually need:
- 2 to 3 A levels, or equivalent, for a degree
Apprenticeship
You could apply to do an Advertising and Media Executive Level 3 Advanced Apprenticeship with an advertising agency.
This takes up to 2 years to complete and combines on-the-job training with study.
You would then do further training while you work to become a junior account planner.
Entry requirements
You'll usually need:
- 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, including English and maths, for an advanced apprenticeship
Work
You may be able to join an agency as a advertising media planner or data analyst .
As your experience grows and with further training on the job, you could move into account planning.
Volunteering
Work experience could give you a better understanding of the role. You would also make contacts who might be of help when you look for paid work in advertising.
You could try:
- volunteering
- internships
- temporary jobs
Social media sites like LinkedIn can be a useful way to make contact with agencies about potential opportunities.
Employers will be keen to hear about any experience you have in creative media, marketing, data analysis or sales.
Other routes
If you have a degree, you could apply for a place on a graduate training scheme with an advertising agency.
Career path and progression
With experience, you could:
- become a senior account planner or planning director
- work as a freelance planning consultant
- set up your own agency
- move into related careers, for example marketing manager or business development manager
Professional and industry bodies
You could join the Institute of Practitioners in Advertising (IPA) or the Account Planning Group (APG) for professional development opportunities and to make industry contacts.
Guides for this industry
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