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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 skillsGetting in

About the job

Salary

Source: National Careers Service

Weekly

£365

Entry level

£692

Experienced

Monthly

£1,583

Entry level

£3,000

Experienced

Yearly

£19,000

Entry level

£36,000

Experienced

16,900

people are currently employed

High growth

900 more jobs in 5 years

These figures refer to this job and similar ones with comparable skills and qualifications. They only apply to Scotland. Source: Oxford Economics

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.

Hours

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.

Environment

You will usually be office-based.

Travel

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

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Related industries

Many jobs can be done in lots of different industries. We've highlighted the ones we think are most important for this job.

  • Food and drink
  • Creative
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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.

Here are some of the 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.

Discover skills

Getting in

Explore the sections shown for more information about getting into this career.

You might have qualifications which are not shown here but will allow you access to a course. You can compare your qualifications by looking at their SCQF Level. For more information about this, check out the SCQF website.

Always contact the college, university or training provider to check exactly what you'll need.

Colleges and universities will list subjects you'll need for entry to a course. Some useful subjects include:

  • Art and Design

  • Business Management

  • Media

  • Skills for Work: Creative Digital Media

  • Skills for Work: Creative Industries

  • 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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