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Advertising account planner

Alternative titles for this job include Strategic planner

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

Average salary (a year)

£18,000 Starter


£45,000 Experienced

Typical hours (a week)

39 to 41 a week

You could work

9am to 5pm attending events or appointments

How to become

Explore the different ways to get into this role.

How to become an advertising account planner

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

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

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.


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.

What it takes

Find out what skills you’ll use in this role.

What it takes

Skills and knowledge

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
  • to be able to use a computer and the main software packages competently

What you’ll do

Discover the day to day tasks you’ll do in this role.

What you'll do

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

You may need to wear smart business dress.

Career path and progression

Look at progression in this role and similar opportunities.

Career path and progression

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.

Current opportunities

Find apprenticeships, courses and jobs available near you.

Current opportunities

Apprenticeships In England

We can't find any apprenticeship vacancies in England for an advertising account planner right now.

The Find an apprenticeship service can help you with your search, send alerts when new apprenticeships become available and has advice on how to apply.

Courses In England

Are you interested in becoming an advertising account planner?

Search for training courses near you.

Jobs In the United Kingdom

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Skills assessment

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