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Sales & marketing

Advertising account planner

Advertising account planners develop and plan advertising campaigns to make sure they reach the right audience.

Annual Salary

£18,000 to £45,000

Average UK salary in 2019 was £30,378
(source Office for National Statistics)

Working hours

39 to 41 a week

You could work: 9am to 5pm; attending events or appointments

Future employment

There will be 4.1% more Advertising account planner jobs in 2026.

Day to day tasks

You could:

  • meet clients to analyse their business objectives and work out a communications strategy
  • analyse or conduct market research like studying sales data or leading focus groups
  • project manage any market research put out to other services
  • develop an advertising strategy to reach the target audience
  • present the strategy to the client
  • brief the agency's creative team about the client's product or message
  • monitor audience response and sales figures and assess the success of the campaign
  • keep up to date with market trends and research on consumer behaviour

Working environment

You may need to wear smart business dress.

You could work in an office or at a client's business.

You can get into this job through:

  • a university course
  • an apprenticeship
  • working towards this role
  • specialist courses run by professional bodies

You could do a degree in:

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

On successful completion of your degree you could join an advertising company through a graduate scheme.

Employers value experience of the advertising industry so it's important to take up opportunities for work experience, internships or year placements during your degree.

Your university careers service can help you find suitable work experience.

Entry requirements

You'll usually need:

  • 2 to 3 A levels, or equivalent, for a degree
For more information

You could start by doing an advertising and media executive advanced apprenticeship.

With skills and advertising industry experience you may be able to work your way into account planning.

Entry requirements

There are no set entry requirements but it may help you to get in if you have:

  • 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, including English and maths, for an advanced apprenticeship
For more information

In smaller advertising agencies you may be able to start in a junior position like an administrator, and work your way up as your experience in the industry grows.

Volunteering and work experience

Experience will help you understand the industry and allow you to meet new people who may help you find paid work in advertising. You could try:

  • work experience
  • internships
  • temporary employment

You could contact agencies directly to ask about placements, and make industry contacts through social networking sites like Twitter or LinkedIn.

Other routes

You could gain relevant skills from studying the Foundation Certificate offered by the Institute of Practitioners in Advertising if you have less than a year's experience in an advertising, marketing or communications role.

More information

Career tips

Some companies may expect you to start as a trainee advertising account executive or advertising account manager and move into account planning when you have experience.

Professional and industry bodies

You could join the APG for professional development, training opportunities and to make industry contacts.

Further information

You can find out more about careers in advertising from the IPA, the APG and Discover Creative Careers.

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You could become a senior account planner or move into management.

You could go into specialist research positions.

You may choose to work as a freelance planning consultant, or set up your own agency.

Professional and industry bodies: You could join the APG for professional development, training opportunities and to make industry contacts.

You can find out more about careers in advertising from the IPA and the APG.

Skills required and how your skills match up

What skills are required?

You'll need:

  • knowledge of media production and communication
  • the ability to use your initiative
  • knowledge of English language
  • to be thorough and pay attention to detail
  • to be flexible and open to change
  • the ability to come up with new ways of doing things
  • excellent verbal communication skills
  • patience and the ability to remain calm in stressful situations
  • the ability to sell products and services
  • to be able to use a computer and the main software packages competently
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