Advertising account planner : Career development

Planning is not usually the first role that a graduate enters in advertising. In many agencies, experience will initially be gained in account handling or management before new employees are offered a planning role. In many smaller agencies, the role of advertising account planner is part of the work of an advertising account executive or advertising account manager and it is common for graduates to enter planning work through this route.

This is a genuinely meritocratic industry, encouraging excellence and leading to the possibility of early responsibility. Advertising can provide a long-term career, and you can progress your way up through the organisation from a junior planning role to head of planning roles and senior positions in other areas.

Accomplished account planners are increasingly included in management teams that are setting up their own agencies, and the development of internet commerce has led to further opportunities.

With experience, a good reputation and contacts within the industry, other options in developing your career might include setting up your own agency or working on a freelance basis.

It is increasingly recognised that communication is a central part of every organisation's strategy, which has led to advertising experience being greatly appreciated. The transferable skills gained through working in planning, especially business management, people management and creative thinking, can be applied to many other industries and used in areas such as brand consultancy, qualitative research, communications and broadcasting.