| ACCOUNT MANAGER ACCOUNT PLANNER
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DIRECT MARKETING ACCOUNT MANAGER | |
| Job description |
Direct marketing uses a one-to-one link between advertiser and customer to promote products and services or fund-raise. Methods include direct mail, phone, TV, press and new media. Is the main point of contact between agency and client and manages client campaign. When they start out, account executives usually work in a team of account handlers, generally closely alongside an account manager. As a first step, they must acquire relevant market knowledge and learn to respond to the needs of the client. Day to day, they are likely to carry out: - quoting, budgeting and billing - understanding clients’ businesses and the markets that they are operating in - project management – making sure that activity is on time and on budget across client jobs - writing creative briefs for smaller client jobs - researching and writing regular summaries of competitor activity for the client Activities can also include idea generation to combat
what competitors are doing. If there is no account planner, the execs and managers
will write the brief for any campaign activity. The manager is also responsible
for budgetary control, billing the client for work done, and acts as the central
co-ordinator for all aspects of a client’s work within the agency.
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| Typical employers | Most graduate jobs in DM are available at the larger agencies, although some smaller agencies are keen to offer placements to junior staff. Some of the smaller agencies are less geared up in terms of training and development, although you are likely to get closer to the work through day to day contact. | |
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| Qualifications and experience |
Whilst work experience is desirable it is difficult to get. It is not always needed, but can give an essential insight into the business of advertising. Pre-entry experience such as work placement or a holiday job is required for some posts, particularly in smaller organisations where training opportunities might be more limited. Employers want lateral thinkers and innovators with a mix of skills: marketing, IT, creative flair, business acumen and a head for statistics. |
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| Salary |
Range of typical starting salaries: £12,000 - £17,000 Salaries will vary greatly based on the size of the agency, area of specialisation, geographical location and individual performance. Initial salary is low but may include a training package eg the IDM Diploma. Pay can increase rapidly once experienced. Pay rates are typically higher in London and will vary with agency size and sector. |
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| Working hours and conditions |
Work is pressurised with deadlines to meet and long hours and weekend work are occupational hazards. Agencies are often informal, but smart dress and socialising are required. Career breaks or part-time work are difficult to find but opportunities are increasing. |
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| When applying |
Traditionally, DM is felt to be easier to get into than jobs in above the line advertising and public relations. However, competition is still pretty stiff. Many agencies will work in different ways – for different kinds of clients or with different approaches. Make sure that you have read up on the agency that you want to get to before you apply and make sure that your application shows an appreciation for the kinds of work that the agency does. You might consider entry via the Institute of Direct Marketing Graduate Apprenticeship Programme (GAP). Combines work experience and study for the IDM Diploma. IDM also runs graduate job work experience registers. Other than that, the usual tips apply: try to get some pre-entry work experience, read the trade press, apply via speculative CV showing knowledge of the direct marketing field. |
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| More information/ professional bodies |
The Institute of Direct Marketing (IDM), www.theidm.com |
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| Within these4walls | ||
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| ACCOUNT
MANAGER ACCOUNT PLANNER |
DIRECT MARKETING ACCOUNT PLANNER | |
| Job description |
In DM, only the larger agencies have account planning functions. As with advertising account planners, DM planners are the consumer’s voice in the agency. They 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. Planners 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. They 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. |
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| Typical employers |
The planning function now exists in only the larger DM agencies. |
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| Qualifications and experience |
As a rule, planners are employed with a degree. Evidence of organisational ability, lateral/logical thinking and numeracy are more important than subject of study, as is an interest in the way business works. Good communication skills, numeracy and commercial flair are essential. |
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| Salary |
Range of typical starting salaries:
£12,000 - £17,000 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. |
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| Working hours and conditions | Typically includes regular extra hours and some weekend work. Visiting clients is a regular feature of the job with extended working hours. There is likely to be regular contact with suppliers and clients, and in some agencies with consumers running focus groups. | |
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| When applying |
It is worth bearing in mind that different agencies have different approaches to advertising. Some are very statistical in their approach, relying heavily on research, while others rely more heavily of understanding of brands and consumer based on intuition and insight. Work out which approach each agency takes. |
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| More information/ professional bodies | The Institute of Direct Marketing
(IDM), www.theidm.com The Chartered Institute of Marketing (CIM), www.cim.co.uk Direct Marketing Association (DMA), www.dma.org.uk Institute of Sales Promotion, www.isp.org.uk |
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| Within these4walls | ||
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