Advertising Planner

Account planners set the communication strategy for advertising campaigns. They establish the goals and objectives, target audience, message and tone in which the campaign should be delivered.
An account planner's duties may include:
working with a client to establish their aims and objectives
analysing existing data, market reports and trends
developing, managing and analysing research projects
working with colleagues to develop ideas for a campaign
briefing the creative team, so they can create an effective proposition for the client
presenting ideas and conclusions to the client
monitoring and evaluating the success of the campaign.
Account planners tend to work long, irregular hours, from Monday to Friday. Some agencies have flexible working hours on the understanding that staff will work late when deadlines demand it. Most of an account planner's time is spent in their office, but they also travel to deliver presentations to clients.
Salaries may range from around £18,000 to £70,000 or more a year.
An account planner should:
be creative and able to think around problems
be a rigorous and logical thinker
have strong presentation skills
have good business skills
be interested in advertising as a business.
Most account planners work for creative agencies producing advertising, marketing and digital communication. There are just over 1,000 agencies in the UK, with the vast majority in London. Freelance planners are becoming more common, although to be successful in this generally requires significant agency experience.
There are no set qualifications to become an account planner, but entrants usually have a degree. The subject is not as important as a creative mind and the ability to show real enthusiasm and aptitude for brands and communication.
New recruits may spend time shadowing experienced account planners, while larger agencies often have structured training programmes. They may work for qualifications awarded by the Institute of Practitioners in Advertising or the Communications Advertising and Marketing Education Foundation.
It may be possible to gain promotion to senior account planner. Some planners become agency directors. Movement between advertising agencies is common, and it may be necessary to change employer to gain promotion. Experienced advertising staff may set up small agencies of their own or work on a freelance basis.