Advertising account planner

Advertising account planner job description: Typical employers | Qualifications and training | Key skills | Useful links | Find jobs and courses

Advertising account planners are employed by large national and international advertising companies, direct marketing companies and independent creative and media agencies. Typical responsibilities involve:

• developing ideas; pinpointing business problems;
• analysing and interpreting a variety of information;
• commissioning external qualitative and quantitative research;
• keeping up-to-date with cultural/social trends and customers’ views and attitudes;
• undertaking qualitative research activities;
• making presentations to clients and agency staff;
• evaluating campaign effectiveness;
• analysing sales data.

Advertising account managers need enthusiasm, stamina, determination and perseverance to succeed – particularly because graduate training places attract a lot of competition. Once you get there though, the rewards are great. You could be earning anything from around £17,500 up to £100,000 a year.

Typical employers of advertising account planners

Jobs will typically be with advertising agencies, or in media advertising departments. Most jobs are located in London and major UK and international cities. Vacancies are advertised online, by recruitment agencies, in national newspapers and in publications such as Campaign, The Drum, Marketing, Media Week, and Marketing Week.

Qualifications and training required

A degree in any subject is acceptable for entry into the profession, although journalism, psychology, business studies, communications, media studies, marketing, or management graduates may be preferred. Relevant paid or voluntary market research, marketing or advertising work experience is advantageous. Some agencies offer vacation placements – these may be unpaid, but can provide an invaluable insight into the profession and the opportunity to make useful contacts.

Key skills for advertising account planners

• good interpersonal
• teamwork
• presentation
• communication skills
• personality
• commercial awareness
• confidence
• creativity
• the ability to cope with pressure
• effective analytical and organisational abilities.