Case studies: Advertising account planner: Tara

Tara graduated from Trinity College, Dublin in 2008 with a degree in philosophy and political science. She is a junior account planner at Ogilvy London.

My aim at university was to work in a communication-based role, ideally as a lobbyist in environmental issues. I undertook a variety of work experience with organisations including The Ecologist magazine, The Sunday Times and the Media Standards Trust. This experience gave me a good insight into the communications sector and developed my writing skills. In my final year at university I applied for the WPP Marketing Fellowships scheme. Sadly, I was not successful but was still keen to pursue a career in this sector and instead gained a trainee role at a PR agency called 3Monkeys, where I was known as Wonder Monkey! I enjoyed the work but found that I wanted a role that was more analytical and strategic in its approach.

At the time that I was considering what to do next, I was lucky enough to get an email from Ogilvy about a vacancy for a junior account planner and explaining that I’d been recommended for the role. Ogilvy is part of the WPP Group and despite not getting onto the WPP Marketing Fellowships scheme, my application and interview meant I was recognised as a potential person to recruit.

Account planning is a notoriously tricky subject to describe and understand but I researched the role using resources such as the Institute of Practitioners in Advertising (IPA) website, Brand Republic and various books written by well-respected account planners. I had two interviews where I was invited into the offices to meet senior staff, and here I am!

I know this industry is very difficult to get into as it’s extremely competitive. However, despite not gaining work experience in an ad agency my journalism, lobbying and PR experience certainly helped me get my current role. Most of my colleagues who are account planners have entered the role via graduate trainee positions or as account managers.

I find the role very stimulating and there is no average day. I am still on a learning curve and this is one of the reasons I find the job so satisfying. I love finding the right words to express a thought and particularly enjoy being able to compile a creative brief that is relevant and represents the consumer effectively, yet also inspires the creative team to produce an ad campaign that’s distinctive from anything else around - all the time, ensuring that the clients’ needs are met. I feel that my original aim to be a lobbyist is not dissimilar to how I now represent the consumer in the creative process. I also like the fact that as an account planner I can use the research, analysis and strategic thinking skills that I gained through my degree.

My advice for someone trying to become an account planner is to be interesting (it doesn’t matter what you like to do but get involved and be passionate about it), people watch and see if you can spot trends. Curiosity is a key feature. If possible, try and get experience in a research agency or account manager’s role.