Advertising account planner
Advertising account planners play a key part in developing advertising campaigns for a diverse range of products and services. The planner is responsible for writing the formal creative brief and for providing the ideal environment for creative development. Acting as the voice of the consumer within an agency, a planner uses research data to identify ideal audiences and optimum methods of communication.
Planners combine market data, qualitative research and product knowledge within a core proposition to enable the creative team to produce advertising ideas that resolve defined business problems. With increasing public awareness of marketing strategies, a key challenge is to develop innovative ways to reach consumers.
Typical work activities may include:
This area of work is open to all graduates, and a good honours degree is increasingly required. The study of subjects that require a wide base of knowledge and applied research skills, such as psychology and economics, can be an advantage. Agencies seek a broad diversity of degree backgrounds in their teams, with a particular emphasis on a mix of the arts and sciences. Organisational ability, creative and lateral/logical thinking, numeracy, analytical skills and an interest in the way business works are more important than your subject of study.
Entry without a degree is unlikely, unless you start in an administrative role and work your way up within the agency. However, the application of IT has significantly reduced the number of these opportunities.
A pre-entry postgraduate qualification will not provide you with an advantage at entry level, but may increase your employer's expectations of your progression.
Before making applications, you should learn as much as you can about advertising. Previous advertising, marketing or market research experience is highly desirable. Some London agencies offer work experience opportunities. A list of member agencies is available from the Institute of Practitioners in Advertising (IPA) and is a good starting point when researching which agencies to approach for work experience. Other relevant experience might include publicity work for a student society or involvement in innovative fund-raising campaigns for charities.
Candidates will need to show evidence of the following:
For posts after graduation, approach agencies with a targeted CV and covering letter, starting in October for large London agencies. There is intense competition for the few graduate trainee posts that exist and many are gained through speculative applications. Contact agencies and relevant industry bodies, and network whenever possible to build a list of contacts. See the IPA website for a list of member agencies.
The NABS consultancy offers free specialist careers advice both for those seeking to enter advertising and for those looking to develop their careers within it. In addition, NABS runs a mentoring scheme and other employability initiatives that can help graduates break into the industry.
For more information, see work experience and internships and search courses and research.
Training varies from agency to agency, but graduate recruits are most often taken into the account management department for their initial training period, which will provide the broadest view of the different functions of the various departments involved in the advertising cycle. Training will be mainly on the job and time may be spent gaining experience and insight into agency work before you take on a client portfolio. Some agencies provide mentoring support through a more experienced colleague during the training period.
After this initial training period, you will move into account planning and receive further training in areas such as:
The Account Planning Group runs a programme of courses, appropriate to your level of experience, on a range of subjects such as:
Because of the fast-moving nature of the industry, training continues with career development. The Continuous Professional Development Accreditation Standard (CPD in Advertising) run by the Institute of Practitioners in Advertising (IPA) provides for ongoing training and the IPA runs a seven-stage training programme to meet the needs of key stages during an advertising career. Courses are also offered on advertising issues in addition to seminars on areas such as emerging technologies.
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.
Advertising is a multi-billion pound business employing 250,000 people in hundreds of separate agencies and companies (The Advertising Association (AA) ). Agencies range in size from 1,000 staff to fewer than ten, with greater numbers based in London. Agencies vary widely in approach and ethos and fall into the following categories:
Large advertising agencies generally have a separate account planning function and some recruit new graduates as trainees directly into this area. Other large agencies recruit new graduates to be advertising account executives or advertising account managers with a view to moving into account planning after gaining some experience. In smaller agencies, the account planning function is generally part of the management role.
In recent years, much traditional full-service advertising has been taken over by specialist creative and media agencies. The strategic, creative advertising agencies offer a service to clients that follows the entire process of developing and implementing an advertising campaign. There has also been a growth in the numbers of interactive agencies, which offer a mix of web design and development, search engine marketing and internet advertising.
Media agencies plan the optimum way to reach their target, arrange for their campaign to appear in the relevant media and then assess its effectiveness. Many agencies, especially smaller ones, buy in services as appropriate.
The Institute of Practitioners in Advertising (IPA) offers an online jobs facility and you can register for email job-alerts.
Recruitment agencies commonly handle vacancies. Search the Recruitment and Employment Confederation (REC) consultancy finder for a list of relevant agencies, with details of the type of work handled and locations.
Get tips on job hunting, CVs and covering letters and interviews.
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