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What is an Advertising Account Planner?
Advertising account planners work with an advertising team to help create effective advertising campaigns for their clients. They typically work for larger advertising agencies. Their main duties include overseeing the different advertising accounts that their agency handles and making sure the advertising being produced is on-brand for that client and effective for that client's target audience.
Advertising account planners can be thought of as a go-between, coordinating communication between the client company and the creative department at the advertising agency where the account planner works. Account planners are involved of all three phases of an advertising campaign: devising, implementing, and assessing the effectiveness of an advertising strategy.
|Educational Requirements||Bachelor's degree|
|Job Skills||Creative thinking, analysis and interpretation, interpersonal skills, knowledge of cultural trends, teamwork|
|Median Salary (2017)*||$106,130 (advertising and promotions managers)*|
|Job Outlook (2016-2026)*||5% growth (advertising and promotions managers)*|
Source: *U.S. Bureau of Labor Statistics
A bachelor's degree is commonly required to become an advertising account planner. This degree can be in a number of fields, but advertising and journalism are the most common. Job experience as an advertising sales agent or in another area of advertising, promotions, or marketing may be preferred by employers and help a prospective advertising account planner find employment.
Advertising account planners must be able to collect and analyze consumer data to inform the creation of an advertising strategy that takes into account the client's target audience and the best ways to market the client's product to them. Advertising account planners should also be able to come up with creative ideas for an advertising campaign based off of that data, and analyze the outcome of the advertising campaign to determine the effectiveness of that approach.
Those in this role should also have good interpersonal and teamwork skills. This includes being able to understand the motivations of the client's consumer base to purchase or utilize a product or service, as well as working on a team to come up with an advertising strategy. Advertising account planners may be required to give persuasive presentations in order to pitch their ideas to the client and/or other staff members at the advertising agency where they work. It is also important for these professionals to pay attention to common cultural and social trends.
Career Outlook and Salary
Although there is not much information on salary statistics for advertising account planners specifically, according to the U.S. Bureau of Labor Statistics, the median salary for advertising and promotions managers in 2017 was $106,130. The bottom 25% of this group earned $82,200 or less, while the top 25% earned $163,370 or better. The highest-paying industry for advertising and promotions managers was medical equipment manufacturing; however, most of these managers worked in advertising companies.
The U.S. Bureau of Labor Statistics predicts that the career field for advertising and promotions managers is likely to grow by 5% between the years of 2016 and 2026.
Students or professionals interested in a career as an advertising account planner may also be interested in checking out some of the related careers listed below: