Advertising Account Planner


    Advertising account planners work closely with agency accounts and creative staff, producing briefs to ensure campaign ideas and strategies are effective and targeted to the right audience.

    Advertising account planners are responsible for creating the communication strategy for an advertising campaign. This includes targeting the right audience, as well as setting the tone and message of the campaign.



    • liaise with clients to identify specific business problems and develop ideas;
    • communicate with colleagues within the agency, such as creatives and account managers, in the process of developing a campaign;
    • gain a comprehensive context for advertising strategies by analyzing a range of information in great detail, including demographics, socio-economics and the market for the client’s product and market share;
    • commission research from outside organizations to inform advertising strategies, using both qualitative methods, such as focus groups and structured interviews, and quantitative methods, such as demographic profiling and questionnaires;
    • run research groups;
    • find an ‘angle’ on a specific product or service on which to base an advertising campaign;
    • research the product or service to be advertised, which may involve gaining technical or specific knowledge;
    • reconcile the differences between consumers’ current perceptions of the brand and the way the client wishes the brand to be perceived;
    • meet the client to learn the background of the brand and advise on possible approaches to the target market;
    • provide the creative team with a clearly defined brief that contains concise information on the product, audience and strategy;
    • present conclusions and ideas to clients and other agency staff;
    • analyze and interpret customer response and sales data to evaluate the effectiveness of the campaign.


    Employers of Advertising Account Planners

    • large national and international advertising companies
    • marketing companies
    • independent creative and media agencies
    • digital marketing agencies
    • direct marketing agencies



    A degree in any subject is acceptable for entry into the profession, although journalism, psychology, business studies, communications, media studies, marketing or management graduates may be preferred. Agencies seek a broad diversity of degree backgrounds in their teams, with a particular emphasis on a mix of the arts and sciences. Relevant paid or voluntary work experience in market research, marketing or advertising  is advantageous.



    • a combination of analytical skills, curiosity, and a strong interest in people;
    • creativity and imagination (this is an industry that is receptive to new ideas and new people);
    • shrewd common sense and commercial awareness;
    • strong communication skills;
    • the ability to work as part of a team and listening skills when dealing with consumers, clients and colleagues;
    • presentation skills;
    • ability to think strategically;
    • numeracy;
    • ability to work with a range of market and research information;
    • excellent organizational skills and the ability to work under pressure.