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Advertising Account Planner

Job Description, Salaries, Benefits and Useful Links

Account planners set the communication strategy for advertising campaigns. They establish the goals and objectives, target audience, message and tone in which the campaign should be delivered.

An account planner's duties may include:

working with a client to establish their aims and objectives
analysing existing data, market reports and trends
developing, managing and analysing research projects
working with colleagues to develop ideas for a campaign
briefing the creative team, so they can create an effective proposition for the client
presenting ideas and conclusions to the client
monitoring and evaluating the success of the campaign.

Account planners tend to work long, irregular hours, from Monday to Friday. Some agencies have flexible working hours on the understanding that staff will work late when deadlines demand it. Most of an account planner's time is spent in their office, but they also travel to deliver presentations to clients.

Salaries may range from around £18,000 to £70,000 or more a year.

An account planner should:

be creative and able to think around problems
be a rigorous and logical thinker
have strong presentation skills
have good business skills
be interested in advertising as a business.

Most account planners work for creative agencies producing advertising, marketing and digital communication. There are just over 1,000 agencies in the UK, with the vast majority in London. Freelance planners are becoming more common, although to be successful in this generally requires significant agency experience.

New recruits may spend time shadowing experienced account planners, while larger agencies often have structured training programmes. They may work for qualifications awarded by the Institute of Practitioners in Advertising or the Communications Advertising and Marketing Education Foundation.

It may be possible to gain promotion to senior account planner. Some planners become agency directors. Movement between advertising agencies is common, and it may be necessary to change employer to gain promotion. Experienced advertising staff may set up small agencies of their own or work on a freelance basis.

What is the work like?

Account planners set the communication strategy for advertising campaigns. They establish the goals and objectives, target audience, message and tone in which the campaign should be delivered.

Planners define how a particular strategy can help a client add value to their business, and inspire creative teams to create advertisements in order to achieve this. They use research, trends and data on markets, consumers and culture to help them to do this.

An account planner may be involved with a number of clients and/or brands at the same time. It is important to develop a good understanding and identify specific business needs for each one.

An account planner's duties may include:

working with the client to establish their aims and objectives
analysing existing data, market reports and trends
developing, managing and analysing research projects
working with colleagues to develop ideas for a campaign
briefing the creative team, allowing them to create an effective and well-targeted proposition for the client
presenting ideas and conclusions to the client
organising and attending focus groups to do qualitative research
monitoring the success of the campaign as it runs, suggesting changes and improvements where necessary
analysing the results.

In some smaller agencies the role of account planner may be combined with the account executive or account management role.

Starting salaries may be around £18,000 to £22,000 a year.

Hours and environment

Account planners tend to work long, irregular hours, from Monday to Friday. Some agencies have flexible working hours on the understanding that staff will work late when deadlines demand it. It is possible for experienced account planners to work part time.

Most of an account planner's time is spent in their office, but they also travel to deliver presentations to clients. Some overnight stays away from home may be required.

Salary and other benefits

These figures are only a guide, as actual rates of pay may vary, depending on the employer and where people live.

New account planners may earn between £18,000 and £22,000 a year.
Experienced account planners may earn £30,000 to £50,000 a year.
Senior positions may command salaries of £70,000 or more.

Skills and personal qualities

An account planner should:

be creative and able to think around problems
be a rigorous and logical thinker
have strong presentation skills
have good business skills
have good written and spoken communication skills
be able to work well as part of a team, with a range of people
have a good memory for facts and figures
have numerical ability
have computer skills
have stamina and drive
be able to work to deadlines
have a smart appearance and professional manner
be persuasive and diplomatic
be skilled at analysing and making use of research
have good negotiating skills.

Interests

It is important to have an interest in:

advertising as a business
social and cultural trends and fashions.

Getting in

Most account planners work for creative agencies producing advertising, marketing and digital communication. There are just over 1,000 agencies in the UK. Freelance planners are becoming more common, although to be successful in this generally requires significant agency experience and an excellent reputation in the industry.

Most agencies employ fewer than 50 staff, while the larger advertising agencies employ around 80 per cent of the total workforce. The vast majority of these are in London. Other centres for advertising in the UK include Birmingham, Bristol, Edinburgh, Glasgow, Leeds, Newcastle and Manchester. Competition for entry to advertising is strong.

The Institute of Practitioners in Advertising (IPA) runs a scheme between June and September each year which allows students to post their CVs on the company's website. The IPA's graduate recruitment agency factfile lists member agencies with structured recruitment programmes, and is an excellent starting point for those wishing to make a speculative approach to agencies.

Entry for young people

There are no set qualifications to become an account planner, but entrants usually have a degree. The subject is not as important as a creative mind and the ability to show real enthusiasm and aptitude for brands and communication. There are a number of degrees in advertising, but they do not necessarily give applicants an advantage for getting into advertising work.

Entry to a degree is usually with at least two A levels/three H grades and five GCSEs/S grades (A-C/1-3), or equivalent qualifications. Candidates should check with individual universities for exact entry requirements.

It is highly desirable for applicants to have had some relevant experience. This can be unpaid work experience with an agency or experience in related areas, such as marketing or market research.

Entry for adults

The advertising industry is dominated by young people, with around 80 per cent of agency staff aged below 40.
Mature applicants may need previous experience of working in marketing or communications.

Training

New recruits often train by spending time shadowing experienced account planners, while larger agencies often have structured training programmes.

The Account Planning Group and the Market Research Society provide training for new and experienced account planners.

The Communications Advertising and Marketing Education (CAM) Foundation offers broad-based training that can be helpful for people in advertising, including account planners. Study can be full time, part time or by distance learning. It can lead to a Diploma in Marketing Communications.

Account planners are expected to keep their skills and knowledge current by staying up to date with industry trends and standards. Account planners who are employed by an agency belonging to the IPA may have access to their Continuing Professional Development (CPD) programme.

Getting on

Experienced advertising staff may set up small agencies of their own or work on a freelance basis. There may be opportunities to work abroad with agencies that operate internationally.

Further information

The Account Planning Group (APG), 16 Creighton Avenue, London N10 1NU. 020 8444 3692. Website: www.apg.org.uk

Advertising Association, 7th Floor North, Artillery House, 11-19 Artillery Row, London SW1P 1RT. 020 7340 1100. Website: www.adassoc.org.uk

The Chartered Institute of Marketing (CIM), Moor Hall, Cookham, Maidenhead, Berkshire SL6 9QH. 01628 427500. Website: www.cim.co.uk

Communications Advertising and Marketing Education (CAM) Foundation, Moor Hall, Cookham, Maidenhead, Berkshire SL6 9QH. 01628 427120. Website: www.camfoundation.com

Creative & Cultural Skills, 4th Floor, Lafone House, The Leathermarket, Weston Street, London SE1 3HN. 020 7015 1800. Website: www.ccskills.org.uk

The Institute of Practitioners in Advertising (IPA), 44 Belgrave Square, London SW1X 8QS. 020 7235 7020. Website: www.ipa.co.uk

The Market Research Society (MRS), 15 Northburgh Street, London EC1V 0JR. 020 7490 4911. Website: www.mrs.org.uk