Advertising account planner

media buyer media planner advertising account planner
Print and publishing, marketing and advertising

Career outlook for advertising account planner

UK Salary Ranges





Currently employed in Scotland


Salary information is provided by the "National Careers Service". "Oxford Economics" supplies job forecasts and employment figures. Due to COVID-19 the jobs market is constantly changing. Some of the information may not reflect the current situation.

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.

You would:

  • 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.

Working conditions


You will usually work Monday to Friday. Your days can often be longer than 9am to 5pm if you are working on a project or have deadlines to meet.


You will usually be office-based.


You'll travel to meet clients, run focus groups and to carry out market research.

UK employment status





Self employed


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  • Cooperating
  • Networking
  • Verbal communication
  • Written communication
  • Creative
  • Researching
  • Attention to detail
  • Filtering
  • Developing a plan

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Getting in

Entry requirements for courses can change. Always contact the college, university or training provider to check exactly what you'll need.

Foundation Apprenticeships

Choosing a Foundation Apprenticeship as one of your subjects in S5 and S6 can help you get a head start with this type of job.

You'll get an SCQF level 6 qualification (the same level as a Higher) plus valuable work placement experience and skills you can't learn in a classroom.

Interested? Find out what's on offer at your school on


Higher National Diploma (SCQF Level 8) or degree (SCQF Level 9/10) in subjects like advertising, business, communication, marketing and media.

To enter an advertising Higher National Certificate (SCQF Level 7) or Higher National Diploma courses (SCQF Level 8) requires National 5 qualifications and one to two Highers or equivalent qualifications.

To enter a degree (SCQF Level 9/10) requires National 5 qualifications and a minimum of three Highers at C or above or a relevant HNC/HND. 

Useful subjects

  • English (required by many courses)
  • Maths
  • Social subjects
  • Business
  • Languages
  • Art and design
  • Photography
  • Design and manufacture
  • Graphic communication

You will also need

Many courses and employers require a portfolio.

Once in work/qualified it is advised you register with Institute of Practitioners in Advertising (IPA).

Helpful to have

Qualifications and experience that show your understanding and experience of the industry such as:

  • Skills for Work Creative Digital Media (SCQF Level 4)
  • Creative Industries (SCQF Level 5)