Nature of work
Typical activities of advertising account planner may include: Liaising with clients to identify specific business problems and develop ideas;
Communicating with colleagues within the organisation in the process of developing a campaign.
Gaining a comprehensive context for advertising strategies by analysing a wide range of information in great detail, including demographics, socio-economics and the market for the client's product and market share.
- Conducting research using both qualitative methods, such as focus groups and structured interviews, and quantitative methods, such as demographic profiling and questionnaires;
- Using a variety of market and research data to monitor cultural and social trends and their impact on consumers' attitudes, behaviour and perceptions;
- Analysing and interpreting customer response and sales data to evaluate the effectiveness of the campaign.
Environment of work
The working hours typically include regular extra hours, but not weekends or shifts. The main feature of advertising account planner job is visiting clients. Freelance work is becoming more common ,but this is more likely for those with a good experience. In addition, re-employment after a career break is increasingly common as employers are more open to considering flexible working options.The demands of adapting to client requirements, meeting deadlines and working creatively mean that the job may be stressful. The advertising account planner is expected to wear smart dress. Travel within a working day is frequent, but overnight absences from home and overseas work/travel are uncommon, unless he/she works for international clients. Professional life
Planning is not usually the first role that a graduate enters in advertising. In many organisations experience will initially be gained in account handling or management before new employees are offered a planning role. In some small organisations, the role of advertising account planner is part of the work of an advertising account executive or advertising account manager and it is common for graduates to enter planning work through this path. Advertising can provide a long-term career, and he/she can progress his/her way up through the organisation from a junior planning role to head of planning roles and senior positions in other areas.Accomplished account planners are increasingly included in management teams that are setting up their own organisations.
•Salaries vary widely according to the size of the agency, area of specialisation, geographical location and individual performance.
•Range of typical starting salaries: xxxxxxx
Getting the job
This area of work is open to all graduates. The study of subjects that require a wide base of knowledge and applied research skills, such as psychology and economics, can be an advantage. Employers seek a broad diversity of degree backgrounds in their teams, with a particular emphasis on a mix of the arts and sciences. An advertising account planner personality, skills and having an interest in the way business works are more important than his/her subject of study.Entry without a degree is unlikely, unless his/her start in an administrative role and work his/her way up within the organisation.
A pre-entry postgraduate qualification will not provide him/her with an advantage at entry level, but may increase his/her employer's expectations of your progression.
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Skills
Candidates will need to show evidence of the following: A combination of analytical skills, curiosity, and a strong interest in people.
Creativity and imagination .
Commercial awareness;
Strong communication skills;
Teamworking skills with the ability to listen to, and be sensitive to consumers, clients and colleagues.
Presentation skills.
Ability to think strategically.
Numeracy skills.
Ability to work with a wide range of market and research information.
Strong organisational skills and the ability to work under pressure.
Sources and references
- www.advertising.com
- www.alolabor.org
- www.searchinsyria.comc
- www.prospects.ac.uk
- Arab Standard Classification of Occupations, 2008, Ed. Arab Labor Organization
Summary
Advertising account planners play a key part in developing advertising campaigns for a diverse range of products and services. The planner is responsible for writing the formal creative brief and for providing the ideal environment for creative development. Acting as the voice of the consumer within an organisation, a planner uses research data to identify suitable audiences and the best methods of communication.Planners combine market data, qualitative research and product knowledge to enable the creative team to produce advertising ideas that solve business problems