Account planner work to understand the products that clients are trying to sell and the relevance of advertisements to their target audiences. Planners work closely with account handlers, clients and creative teams to ensure that an understanding of consumer attitudes and reactions is brought to bear at every stage of the development of an advertising campaign.

Planner monitor cultural and social trends, and their impact on consumers’ attitudes and behaviour, using a variety of market and research data.

Planners will work with the team and the client to understand the background to the brand, advise the client on possible approaches or adaptation of approach to the target market or make presentations to the client, outlining strategy and anticipated impact.

Planner provide creative teams with knowledge of the product and target audience, enabling them to reach an advertising solution that will promote the product effectively. They will monitor the effectiveness of the campaign and use this information for future creative strategies.

They are the member of an account team who is responsible for the management and strategic direction of client accounts by bringing an insight into the attitudes and reactions of consumers.

Typical work activities

- studying client brief

- analysing existing data in order to create a compelling strategy

- commissioning research or use existing sources, such as market reports, to understand consumers. Generally, both qualitative and quantitative research

- briefing the creative team

- analysing and interpreting customer response in order to evaluate the effectiveness of the campaign

- working with other members of the agency team, the client's research department and suppliers.

The role of the account planner has been summed up as “the consumer’s representative in the agency”, ensuring that campaigns receive input from those at whom the products and advertising are aimed and that they are accurately focused.

Good planners need to be analytical, inquisitive, imaginative. They need to be able to communicate effectively verbally and in writing. They need to be skilled at using market and research data but also be able to think strategically and have the vision to translate research results into advertising action.

Good communication skills, numeracy and commercial flair are essential.

Benefits can include a car, profit sharing, pension and health insurance. Benefits in London can be higher than in the regions, though these are likely to be reduced during recessions.

The true job description ranges from brand consultant to muse, with many other positioning dimensions in between. And the role can suit anybody from a “safe pair of hands” (articulate and soothing with clients but ultimately dull, even to themselves) to a fire-starter, depending on the agency. My view after all this was that there was only one sort of planning worth having and that was the kind that actually made a difference. That part of the work for each project was inventing a new model of what planning was. That most strategies that fall short of market transformation are pissing in the wind. That research is no substitute for understanding the human psyche. And that media planning was increasingly the main think to think about.

And if I started all over again tomorrow I suspect (or hope) that all of the above would look very quaint in fifteen years' time.

John Grant, freelance, formerly St Lukes, thejohngrant@btclick.com

Whilst a good degree can be beneficial, evidence of creative writing skills, originality and an active interest in advertising are crucial. It is also important to demonstrate the ability to work in a team.

Graduates may be preferred by some employers but, as with a degree, evidence of the key skills needed and the ability to self-promote are more important than the type of qualification.

Experience is absolutely vital and most large agencies offer some form of placement programme for aspiring advertising creatives. These are highly competitive, so make sure that you do all that you can to get on them. There are several guides to what to do on placements from the big agencies listed at the bottom of this piece.

Range of typical starting salaries: £12,000 - £15,000
Range of typical salaries at age 40: £55,000

Earnings will vary greatly based on the size of the agency, area of specialisation, geographical location and individual performance.