Junior Account Planner

Job Category Advertising Icon

Advertising / Marketing / Branding

Junior Account Planners are responsible for representing consumers in an advertising agency. They provide the consumer insights on which an advertising campaign is built. Junior account planners work with the client to ensure that their market is adequately researched and that they understand the consumers using their products or services. This allows them to produce a brand communications strategy and a creative brief which the creative teams can use to produce the advertising ideas.

Work activities

Junior Account Planners ensure that advertising campaigns target the correct customers, and spend time fully understanding why customers purchase the products or services, allowing them to deduce ways of differentiating the brand from its competitors.

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. You will normally be office based.

Entry requirements

Junior Account Planners are often employed via internships and graduate schemes. However, some agencies prefer to appoint Junior Account Planners via promotions from related roles, such as account management or market research.

Job income

  • Salaries start between £18,000 and £22,000 annually
  • Figures are intended as a guideline only

Benefits and prospects

Junior Account Planners have numerous promotion opportunities and may advance to roles such as Account Planners and Senior Account Planners, and further into agency management as Heads of Planning or Planning Directors. Dependent on interests, planners can also transition into specialist roles in areas such as research, or may move into other related areas such as media agencies. Some agencies offer further benefits, including medical insurance, free gym memberships, profit sharing schemes or a company car.


  • Produce creative briefs from client requirements
  • Utilise market research to assist in reaching client requirements
  • Develop the campaign's underlying strategy

Skills and qualities

  • Strong lateral, analytical and strategic thinking skills
  • Dedication to ensuring all work promotes the attainment of the client's goals
  • Capacity to analyse and interpret data
  • Strong written and oral communication skill
  • Maintain an interest in human behaviour, social trends, and how ideas influence people
  • Liaise with clients to understand their communications strategy, business objectives and target audience
  • Perform and analyse brand, consumer and market research to aid the creation of brand communication strategies and creative briefs
  • Perform research studies such as focus groups
  • Brief and support creative development teams
  • Prepare feedback based upon consumer research
  • Track and report on the effectiveness of campaigns
  • Follow market research trends