Career outlook for advertising account planner
UK Salary Ranges
Currently employed in Scotland
What's it like?
You'd do market research, create a strategy and develop a plan for a client's advertising campaign to make sure it's effective and reaching the right audience.
You'd need to fully understand the products or services on offer and why customers might want to buy or use them. You'd use this information and work with the creative team to come up with ways of making your brand stand out from its competitors.
- Meet clients to find out about their products or services
- Analyse data from past market reports and campaigns
- Decide whether new market research is needed
- Carry out market research, or employ a market research agency to do it
- Develop an advertising strategy to reach the target audience
- Present the strategy to the client
- Work with the project team, including art directors and copywriters
- Brief the agency's creative team about the client's product or message
- Monitor audience response and sales figures and assess how successful the campaign has been
You may work with several clients and brands at the same time.
In larger agencies, account planning is a full-time job. In smaller agencies, you can be involved in account planning as part of a wider account executive or account manager role.
UK employment status
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- Verbal communication
- Written communication
- Attention to detail
- Developing a plan
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