Account Planner

Account planners play a key part in developing advertising campaigns for a huge range of products and services.

The planner is responsible for writing the formal creative brief and for acting as the voice of the consumer within an agency, using research data to identify ideal audiences and the best 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 new ways to reach consumers.

Typical work activities may include: liaising with clients to identify specific business problems and develop ideas; communicating with colleagues within the agency to develop a campaign; commissioning research from outside organisations to inform advertising strategies; running qualitative research groups; using a variety of market and research data to monitor cultural and social trends and their impact on consumers’ attitudes, behaviour and perceptions; finding an 'angle' on a specific product or service on which to base an advertising campaign; researching the product or service to be advertised, which may involve gaining technical or specific knowledge.

They are also involved in: meeting the client to learn the background to the brand and advising on possible approaches or adaptation of approach to the target market; providing the creative team with a clearly defined brief that contains concise information on the product, audience and strategy, so that they can develop creative ideas applicable to the media channels that will promote the idea most effectively; presenting conclusions and ideas to clients and other agency staff; analysing and interpreting customer response and sales data to evaluate the effectiveness of the campaign.

Salaries vary widely according to the size of the agency, area of specialisation, geographical location and individual performance.

Range of typical starting salaries: £18,000 - £22,000.

Range of salaries with three to five years' experience: £30,000 - £40,000.

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 can be an advantage. This would include subjects like psychology and economics. 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, although the application of IT is reducing the number of these opportunities.

A pre-entry postgraduate qualification will not provide you with an advantage to entry, 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 unpaid work experience opportunities. Details are available from the Institute of Practitioners in Advertising (IPA) . Other relevant experience might include publicity work for a student society or involvement in innovative fund-raising campaigns for charities. 

For posts after graduation, approach agencies with a lively CV and covering letter, starting in the autumn for large London agencies. Use key resources such as Creative Review and Adforum to plan well-informed, focused, speculative applications.

There is intense competition for the few graduate trainee posts and many are gained through speculative applications. Network by contacting agencies and through relevant industry bodies. See the Institute of Practitioners in Advertising (IPA) for details of agencies that recruit at graduate level. The NABS Consultancy offers free expert 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.