Advertising Account Planner

Job Category Advertising Icon

Advertising / Marketing / Branding

Advertising Account Planners are responsible for planning advertising campaigns which meet the client’s requirements, target the right audience and deliver results.

Work activities

An Account Planner will need to fully understand the product or service they are advertising, and what makes a customer purchase it. They will then use this knowledge to plan an effective advertising campaign which focuses on promoting these benefits to the client's target customer base.

Working conditions

Working hours are normally 9am to 5pm, Monday to Friday, though you may often need to work past 5pm on some projects or during deadline periods. Whilst you will normally be office based, you may need to travel to visit clients, perform market research or run focus groups.

Entry requirements

Whilst there are no set requirements, a degree in advertising, management, business or marketing may be required for some jobs. It is beneficial to be perceptive, creative and business savvy.

Job income

  • Salaries start between £18,000 and £22,000 annually
  • Moderately experienced account planners can extend this to around £30,000 annuallyWith senior level experience, salaries can be upwards of £70,000
  • Figures are intended as a guideline only

Benefits and prospects

Some agencies offer further benefits, including medical insurance, free gym memberships, profit sharing schemes or a company car.


  • Speak to clients to fully understand their products or services
  • Analyse previous marketing reports and campaign data to understand the target audience and how to reach them
  • Analyse the need for further market research
  • If necessary, perform further market research or hire a market research agency to acquire the data
  • Create an advertising strategy to target the correct audience
  • Present ant further market research and advertising strategy to the client
  • Brief the creative team on the advertising strategy, audience and message
  • Assist the project team to ensure the correct audience and message are being targeted and used throughout
  • Track campaign results and sales figures to assess the campaign success and any future improvements

Skills and qualities

  • Strong written and oral communication skills
  • An air of professionalism, with confidence, diplomacy and assertiveness
  • Ability to negotiateStrong presentation skills
  • Good teamwork
  • Passion for consumer issues and psychology
  • Strong planning and organisation
  • Capacity to analyse and interpret data