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 2018 was £29,588 (source Office for Statistics)

Working hours

30 to 40

Future employment

There will be 4% more Advertising account planner jobs in 2024.
In your local area

What's it all about?

Your day-to-day duties may include:

  • meeting clients to find out about their products or services
  • analysing data from past market reports and campaigns
  • carrying out market research, or employing a market research agency to do it
  • developing an advertising strategy to reach the target audience
  • presenting the strategy to the client
  • working with the project team, including art directors and copywriters
  • briefing the agency's creative team about the client's product or messa

You can get into this job through:

  • a university course
  • an apprenticeship
  • working towards this role
  • applying for a graduate training scheme


You could do a degree in:

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

You'll usually need:

  • 2 to 3 A levels for a degree


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

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), including English and maths, for an advanced apprenticeship


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 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 apply for a graduate training scheme and learn on the job if you have a degree.

Some large agencies recruit graduates as trainee planners, while others recruit them as trainee advertising account executives or advertising account managers

£18,000 to £45,000

Starter salary: £18,000 to £22,000

Experienced salary: £30,000 to £45,000

These figures are a guide.

30 to 40

You’ll usually work Monday to Friday, 9am to 5pm. Your days will often be longer if you’re working on a project or have deadlines to meet.

You’ll usually be office-based. You’ll also travel to meet clients, run focus groups and to carry out market research.

With experience, you could progress to senior account planner or into management.

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