Advertising account planner
Managerial

Related videos on an advertising account planner

How to become an advertising account planner

You can get into this job through:

• a university course
• an apprenticeship
• working towards this role
• applying for a graduate training scheme

University

You could do a degree in:

• advertising and marketing
• statistics
• communication and media studies
• business or management
• psychology

University (Entry requirements)

You'll usually need:

• 2 to 3 A levels, or equivalent, for a degree

Apprenticeship

You could start by doing an advertising and media executive advanced apprenticeship.

Apprenticeship (Entry requirements)

There are no set entry requirements but it may help you to get in if you have:

• 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, including English and maths, for an advanced apprenticeship

Work

In smaller advertising agencies you may be able to start in a junior position like an administrator, and work your way up as your experience in the industry grows.

Volunteering & Experience

Experience will help you understand the industry and allow you to meet new people who may help you find paid work in advertising. You could try:

• work experience
• internships
• temporary employment

You could contact agencies directly to ask about placements, and make industry contacts through social networking sites like Twitter or LinkedIn.

Other routes

You could apply for a graduate training scheme and learn on the job if you have a degree. Some large agencies recruit graduates as trainee planners, while others recruit them as trainee advertising account executives or advertising account managers.

More info

Professional and industry bodies You could join the APG for professional development, training opportunities and to make industry contacts. Further information You can find out more about careers in advertising from the IPA, the APG and Discover Creative Careers.

What it takes

Skills & Knowledge

You'll need:

• knowledge of media production and communication
• the ability to use your initiative
• knowledge of English language
• to be thorough and pay attention to detail
• to be flexible and open to change
• the ability to come up with new ways of doing things
• excellent verbal communication skills
• patience and the ability to remain calm in stressful situations
• to be able to use a computer and the main software packages competently

What you'll do

Day to day

Your day-to-day duties may include:

• meeting clients to find out about their products or services
• analysing data from past market reports and campaigns
• carrying out market research, or employing a market research agency to do it
• developing an advertising strategy to reach the target audience
• presenting the strategy to the client
• working with the project team, including art directors and copywriters
• briefing the agency's creative team about the client's product or message
• monitoring audience response and sales figures and assessing the success of the campaign

Working environment

You could work in an office or at a client's business. You may need to wear smart business dress.

Career path and progression

Career path & progression

You could become a senior account planner or move into management. You may choose to work as a freelance planning consultant, or set up your own agency.