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Advertising Account Planner CV Writing Tip's

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Advertising Account Planner CV Writing Service

Advertising Account Planner CV Writing Service

The work

As an account planner, it would be your job to target advertising campaigns at the right audience. You would research what kind of people buy or use the client’s product or service (and why they do so), in order to come up with ways of making the brand stand out from its competitors.

Your work would involve:

  • meeting clients to find out about their product or service
  • analysing market reports and information from past campaigns
  • deciding whether new market research is needed
  • carrying out market research, or commissioning an outside market research agency to do it
  • developing an advertising strategy to reach the target audience
  • presenting the strategy to the client
  • briefing the agency’s creative team (art directors and copywriters) about the client’s product or message
  • monitoring audience response and sales figures to judge the campaign’s effectiveness.

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 would be involved in account planning as part of a wider account executive or account manager role.


Hours

You would work Monday to Friday. Deadlines and workload can mean long working days but you would tend not to work weekends or shifts.

You would be office-based, but you may also travel to meet clients and to conduct market research.


Income

  • Graduate starting salaries are around £18,000 to £22,000 a year
  • Experienced account planners earn between £30,000 and £40,000
  • Senior directors in advertising agencies can earn £60,000 to £120,000 a year.

Figures are intended as a guideline only.


Entry requirements

Employers will usually be more interested in your personal qualities such as creativity, quick thinking and business sense, than in your formal qualifications.

However, advertising is a very competitive industry to join, and you may have an advantage with a BTEC HND or degree in one of the following subjects:

  • advertising
  • marketing
  • statistics or operational research
  • communication and media studies
  • business or management
  • psychology.

Alternatively, in smaller advertising agencies you may be able to start in a more junior position such as administrator, and work your way up as your experience of the industry develops.

It’s a good idea to try to find work experience in an advertising agency before looking for your first job. You could contact agencies directly to ask about placements, and make industry contacts through relevant groups on social networking sites.

Any previous work experience in the media, marketing, communications or sales would also be useful.


Training and development

You will usually start as a junior account planner and develop your skills on the job. Many of the larger agencies run structured graduate training scheme.

Your training may include the chance to work towards qualifications from the professional associations, such as:

  • IPA Foundation Certificate – an online course for junior staff with at least six months’ experience in any area of advertising
  • IPA Advanced Certificate – a more advanced 10-month online course
  • IPA Excellence Diploma – for people with at least three years’ experience
  • Communication Advertising and Marketing Education Foundation (CAM) Diploma in Marketing Communications – for this you will need a degree or equivalent, or at least two years’ relevant work experience.

The Account Planning Group offers training courses for new and experienced account planners. The IPA and the Market Research Society also offer a range of short courses which may be useful for your career development.


Skills and knowledge

  • good spoken and written communication skills
  • strong presentation and negotiation skills
  • confidence, assertiveness and tact
  • the ability to analyse and interpret statistics
  • good organisational and planning ability
  • the ability to work as part of a team
  • an interest in psychology and consumer issues
  • the ability to cope with long hours and deadlines
  • a professional manner.

Opportunities

Advertising is a very popular career among graduates, and competition is strong.

With experience and a good track record, you could progress to senior account planner and into management. You could also become self-employed as a freelance planning consultant, or you could set up your own agency.

Jobs are advertised in the national and trade press, on the IPA website and by specialist recruitment agencies. However, not all jobs are advertised, so you could also find work by approaching agencies directly, and through making contacts in the industry.

Related industry information

Industry summary

The advertising industry is part of the creative industries, represented by Creative Skillset. This includes: advertising; animation; computer games; corporate and commercial production; fashion and textiles; film; interactive media; photo imaging; publishing; radio; and television.

[N.B. The advertising sector has now been brought under Creative Skillset’s remit and they are currently working on a research programme for the industry. They expect to report back with updated LMI information and statistics from early 2011.]

Advertising agencies (creative, media, direct marketing, digital, sponsorship, specialist agencies etcetera) are core to the advertising industry and are firmly positioned within the ‘creative industries’, alongside architecture, design, fashion and computer services. Careers in advertising can be divided into:

  • Creative careers, which include jobs in copywriting and art direction/graphic design.
  • Commercial careers, which involve planning the advertising strategy and an analysis of markets and targets. Media management and market research are the main strands here.

Key facts:

  • There are 21,455 people working in advertising, this number has declined by 19% since 2006.
  • There are 345 businesses, of which 7% employ less than 5 people and 64% employ more than 20 people.
  • Advertising contributes £1.11 billion to the UK economy.
  • 17% of the workforce is self-employed.
  • 17% of the workforce is employed part-time.
  • Women in the industry are generally more highly qualified than men (53% have an above level 4 qualification as their highest qualification compared with 50% of men).
  • Women are likely to earn less money than men (79% of women in advertising earn less than £20,000 per annum, compared to 33% of men).
  • 6% of the workforce has a below Level 2 qualification (GCSE level).
  • Staff turnover in the industry is high.

Jobs in the industry include: Account Manager, Account Planner, Advertising Account Executive, Advertising Account Planner, Advertising Art Director, Advertising Installer, Advertising Media Buyer, Advertising Media Planner, Brand Manager, Copywriter/Art Director, Event and Exhibition Organiser.


National and regional data

Northern Ireland – There are 11,640 people working in the Northern Ireland creative and cultural sector, of which 2% are in advertising. Advertising in Northern Ireland contributes £7 million to the UK economy. More than 99% of the advertising workforce is white and 74% are male. Less than 1% of the advertising workforce is self-employed.

Scotland – There are 45,420 people working in the Scottish creative and cultural sector, of which 1% is in advertising. Advertising in Scotland contributes £36 million to the UK economy. More than 88% of the advertising workforce is white and 32% are female. 30% of the workforce is self-employed.

Wales – There are 24,060 people working in the Welsh creative and cultural sector, of which 2% are in advertising. Advertising in Wales contributes £5.3 million to the UK economy. More than 99% of the advertising workforce is white and 79% are male. 23% of the advertising workforce is self-employed.

[N.B. The data for the following regions are for the creative and cultural sector as a whole.]

East Midlands – There are 44,380 people in the sector workforce in the region, representing 7% of the UK sector workforce. There are 3,950 creative businesses in the region, of which 92% employ less than 50 people. 35% of the workforce is self employed. 63% of the workforce is male. 95% of the sector workforce is white and 54% are under 40 years.

East of England – There are 63,700 people in the sector workforce in the region, representing 9% of the UK sector workforce. There are 6,710 creative businesses in the region, of which 93% employ less than 50 people. 37% of the workforce is self employed. 66% of the workforce is male. 95% of the sector workforce is white and 46% are under 40 years.

London – There are 164,690 people in the sector workforce in London, representing 24% of the UK sector workforce. There are 21,600 creative businesses, of which 93% employ less than 50 people. 51% of the workforce is self employed. 58% of the workforce is male. 84% of the sector workforce is white and 56% are under 40 years.

North East – There are 19,680 people in the sector workforce in the region, representing 3% of the UK sector workforce. There are 1,330 creative businesses in the region, of which 90% employ less than 50 people. 38% of the workforce is self employed. 63% of the workforce is male. 96% of the sector workforce is white and 53% are under 40 years.

North West – There are 59,580 people in the sector workforce in the region, representing 9% of the UK sector workforce. There are 5,660 creative businesses in the region, of which 91% employ less than 50 people. 34% of the workforce is self employed; the majority of who are in arts and music. 62% of the workforce is male. 95% of the sector workforce is white and 55% are under 40 years.

South East – There are 98,170 people in the sector workforce in the region, representing 14% of the UK sector workforce. There are 12,300 creative businesses in the region, of which 93% employ less than 50 people. 43% of the workforce is self employed. 59% of the workforce is male. 97% of the sector workforce is white and 47% are under 40 years.

South West – There are 60,690 people in the sector workforce in the region, representing 9% of the UK sector workforce. There are approximately 5,000 creative businesses in the region, of which 93% employ less than 50 people. 47% of the workforce is self employed in arts, design and music. 59% of the workforce is male. 98% of the sector workforce is white and 46% are under 40 years.

West Midlands – There are 40,300 people in the sector workforce in the region, representing 6% of the UK sector workforce. There are approximately 5,000 creative businesses in the region, of which 91% employ less than 50 people. 31% of the workforce is self employed, which is the lowest regional figure. 58% of the workforce is male. 91% of the sector workforce is white and 49% are under 40 years.

Yorkshire and the Humber – There are 45,900 people in the sector workforce in the region, representing 7% of the UK sector workforce. There are just under 4,000 creative businesses in the region, of which 90% employ less than 50 people. 40% of the workforce is self employed. 60% of the workforce is male. 97% of the sector workforce is white and 53% are under 40 years.

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