Advertising account planner
Do the research to understand why people to buy things and then create an advertising strategy that connects a business with its customers.
Also known as: media planner, media buyer
About the job
What it's 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.
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Related industries
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Creative
Top skills
Skills are things you're good at. Whether you know what yours are or not, everyone has them!
It's useful to learn which ones are important in a job so you know the areas you need to brush up on. It can also help you work out if you're suited to a career.
Meta skills
Here are some of the meta skills you'll need to do this job.
- developing a plan
- filtering
- attention to detail
- researching
- creative
- written communication
- verbal communication
- networking
- cooperating
Your skills are important
Our unique skillsets are what make us stand out from the crowd. Learn about each skill in depth and discover what employers look for in your applications and interviews.
Getting in
Explore each section to find more information about getting into this career.
Colleges and universities will list subjects you'll need for entry to a course. Some useful subjects include:
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Art and Design
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Business Management
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Media
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Skills for Work: Creative Digital Media
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Skills for Work: Creative Industries
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Foundation Apprenticeship: Creative and Digital Media
You can get a head start in this career by doing a Foundation Apprenticeship in S5 and S6.
You'll get an SCQF level 6 qualification which is the same level as a Higher. You'll also learn new skills and gain valuable experience in a work environment.
Discover what's on offer at your school on Apprenticeships.scot.
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.
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)
Many courses and employers require a portfolio.
Once in work/qualified it is advised you register with Institute of Practitioners in Advertising (IPA).
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