Advertising account planners are in charge of setting up the communication strategy for the advertising campaigns. Advertising account planner establish the goals and objectives, target audience, message and tone in which the advertising campaign should take. An advertising account planner must analyze existing data; market reports and trends develop and manage research projects. They work with developing managing research projects. They also work with other departments within the company to develop ideas for advertising campaign; they also monitor and evaluate the success of the campaign. Advertising account planners brief the creative team and present creative ideas to the client. Typically advertising account planners work long hours Monday thru Friday, but employers tend to be flexible due to working late with deadlines.
To obtain a position as an advertising account planner one must possess strong communications skills, have good business knowledge be a thorough and logical thinker, be a creative thinker to solve problems. To work within the advertising industry especially as an advertising account planner one must be interested in the advertising business, with a strong desire to be a part of it. Although it is not necessary for an advertising account planner to hold a degree in advertising, those entering the field usually do. The advertising degree is not as important as a creative mind and the ability to show real enthusiasm and aptitude for the advertising which is very important. With the advertising industry being as popular as it is for a career choice, expect competition for the position.
New advertising account planners will more than likely spend time shadowing experienced advertising account planners, but sometimes with large advertising agencies they have structured training programs in-house and then shadowing isn’t necessary.
Advertising account planners typically move up to senior account planners with experience, while some advertising account planners become agency directors.
