What does an Account Planner do?
Published 3 min read
An account planner is a professional who works with advertising agencies and clients to develop targeted marketing campaigns. They are responsible for research, analysis, and developing strategies that will help achieve the client's objectives.
Account Planner job duties include:
- Research and develop targeted marketing plans for assigned accounts
- Serve as the day-to-day contact for assigned accounts
- Understand the client’s business and objectives and develop strategies to achieve them
- Monitor account activity and performance, and report results to clients
- Keep abreast of industry trends and developments, and share insights with clients
- Identify opportunities for new business with existing clients
- Develop proposals for new business opportunities
- Manage projects from conception to completion, within budget and deadlines
- Collaborate with creative team members to develop effective advertising campaigns
- Supervise junior account planners and support staff
Account Planner Job Requirements
Most employers prefer candidates for account planner positions who have a bachelor's degree in advertising, marketing, or a related field. Although not required, some employers may prefer candidates who have completed coursework in market research and consumer behavior. In addition, employers value experience, so candidates with internship or work experience in an advertising agency or a related field are often preferred. Some employers may require account planners to be certified by the American Association of Advertising Agencies (4A's).
Account Planner Skills
- Strategic thinker
- Strong analytical skills
- Excellent written and verbal communication skills
- Ability to think creatively
- Good organizational skills
- Ability to multitask
- Attention to detail
- Time management skills
- Research skills
- Critical thinking skills
- Interpersonal skills
Related: Top Account Planner Skills: Definition and Examples
How to become an Account Planner
The account planner is the strategist of the advertising agency. They are responsible for understanding the client’s business, consumers, and competition in order to develop a communication strategy that will achieve the client’s objectives.
To become an account planner, you will need to have excellent research and analytical skills. You must be able to think strategically and be creative in your approach to problem-solving. It is also important that you have strong written and verbal communication skills.
If you have these skills and attributes, then you may be well-suited to a career as an account planner. To get started in this field, you will likely need to obtain a bachelor’s degree in marketing, advertising, or a related field. Once you have your degree, you can begin applying for jobs at advertising agencies.
If you are interested in becoming an account planner, then consider pursuing a career in this exciting and challenging field.
Related: Account Planner Resume Example
Related: Account Planner Interview Questions (With Example Answers)