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Advertising account planner

Advertising account planners develop and plan advertising campaigns to make sure they reach the right audience.

Salary, a pound sign Salary: £18,000 to £45,000 average per year
Hours, a clock face Hours: 30 to 40 per week

1. Entry requirements

There are no set requirements, but employers will look for personal qualities like creativity, quick thinking and business sense.

A degree in a subject like advertising, business or management, communication and media studies, marketing, psychology or statistics may give you an advantage.

Paid or unpaid work experience and a network of contacts will also be useful. You can get this through work experience placements, internships and temping. 

In smaller advertising agencies, you could start in a junior position like administrator or copywriter, and work your way up.

You may be able to get into this job through an apprenticeship.

The Institute of Practitioners in Advertising (IPA) has more information on becoming an advertising account planner.

2. Skills required

You’ll need:

  • strong presentation and negotiation skills
  • confidence, assertiveness and tact
  • the ability to analyse and interpret data
  • organisational and planning skills

3. What you'll do

You’ll need to fully understand the product or services on offer and why customers might want to buy or use them. You’ll use this information to come up with ways of making your brand stand out.

Your day-to-day duties could include:

  • meeting clients to find out about their products or services
  • analysing data from past market reports and campaigns
  • deciding if new market research is needed
  • carrying out market research, or employing a market research agency to do it
  • developing an advertising strategy to reach the target audience
  • presenting the strategy to the client
  • working with the project team, including art directors and copywriters
  • briefing the agency's creative team about the client’s product or message
  • monitoring audience response and sales figures and assessing the success of the campaign

You may work with several clients and brands at the same time.

In smaller agencies, you could be involved in account planning as part of a wider account executive or account manager role.

4. Salary

Starter: £18,000 to £22,000

Experienced: £30,000 to £45,000

Highly Experienced: £70,000

These figures are a guide.

5. Working hours, patterns and environment

You’ll usually work Monday to Friday, 9am to 5pm. Your days will often be longer if you’re working on a project or have deadlines to meet.

You’ll usually be office-based. You’ll also travel to meet clients, run focus groups and to carry out market research.

6. Career path and progression

With experience, you could progress to senior account planner or into management.

You could become a freelance planning consultant, or set up your own agency.

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Last updated: 08 December 2016