Advertising Planner job description

After the recent success of my ‘how to get into advertising‘ interviews, I thought it might be beneficial to outline what each of the interviewed job roles are, so you can get a clearer idea of what sounds like the ideal role for you. Having previously looked at Copywriting and Art Direction, this week I’m looking at an advertising Planner job description.

Some of you may already know what being a Planner entails and some of you may be brand new to the industry and not yet have an idea of who’s who and what’s what yet. Either is fine. I’m hoping this advertising Planner job description will be of some use to you, whoever you are and give you a clearer idea of the role and what would be expected of you. Check out the advertising Planner job description below:

Advertising Planner job description: What does a Planner do?

Planners are responsible for the strategy behind advertising campaigns, analysing their results and their clients’ target market. Planners will undertake in-depth market research, where they will then advise the client and the agency’s Creative Team about the most suitable and effective strategy and media format would be i.e. digital, print, press etc…

The high demand of both strategy and research in this role means Planners have to be great Researchers and passionate about it too. They also have to be hot on current and future trends, be analytical, logical thinkers, resourceful and able to work well under pressure.

What is the work like?

Planners are most commonly office-based, occasionally leaving to attend client meetings. On a day-to-day basis as a Planner, you will be responsible for informing the client of what will be the most effective formats for their campaign and to their allocated budget, proving insight across all areas of media such as digital, online, press, print, TV, radio etc…

Most Planners work on several clients and advertising projects at any one time, so the role can often be very demanding and highly pressured, but very rewarding,often witnessing campaigns progress from brief, to execution.

What is the salary like?

The average starting salary for advertising Planners is around £15,000 to £20,000 increasing up to £25,000 for Junior Planners.

With about 5 years experience under a Planners belt, moving to a mid-weight role, salaries tend to be in the £30,000 mark. Senior Planners can earn anything between £40,000 to £50,000, possibly more depending on the agency and the location.

What are the hours like?

On average Planners work standard 40 hour weeks, Monday to Friday. However, due to the type of industry, longer hours are common when the work load is high and deadlines are due.

A lot of the work is conducted in the office, working with colleagues and working over the phone to media owners or whoever is needed for research, strategy and media purposes. Keeping a great rapport and working relationship with third-parties is key to this role.

Getting an advertising Planner role

This is a niche role in advertising and thus very competitive. To be a great Planner you need to have excellent research skills, be able to recognise key trends and opportunities, good team player, presentation skills and the ability to work well under pressure.

Planning graduate schemes were practically non-existent, until recently, when more agencies have started rolling out internships and schemes in Planning. Previously the only way into Planning as a grad, was to work in Account Management and eventually make the move internally.

I have recently created a list of advertising graduate schemes, some of which do include planning schemes, take a look.