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What does an advertising account planner do?

Getting into account planning?

  • How to get into account planning? Can anyone offer advice on how to get into account, strategic or brand planning (advertising)? I've been having trouble finding internships and entry level positions at agencies around here in Chicago, and I'd like to get some experience in it before committing to ad school. It appears that there is no clear cut path to becoming an account planner... so any ideas or strategies for breaking in would be greatly appreciated. Thanks!

  • Answer:

    That role is typically a more senior role that Account Executives move into- you want to break into the AE role first. The entry-level job there is usually a support/gopher person- the last agency I worked at calls them "Team Support Managers", but I've seen different titles everywhere. Traffic is also a typical feeding ground for these groups- look for jobs with titles like "Traffic Coordinator". Don't be too proud to start as a Receptionist.

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Look into putting a bit of time into selling media...TV/Newspaper/Radio...something to get you in the industry. You could start as a sales assistant at a local affiliate. This way you network with other agencies and get to know media planners and buyers on a one on one level. I had no agency experience when I started as Media Buyer, not a Planner, but a lowly Buyer that really could be called glorified data entry/receptionist..I've learned a lot though and I'm even planning some media strategies in very small markets on my own. It helped that I started with a small company that didn't have a lot of money to spend on someone with experience.

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Agreeing with mkultra. What you want is an internship as a regular ol' AE. That'll get you the experience to get into more supervisory roles earlier in your career once it starts. Oh, and the experience to know what it's like to work at ad agencies. :) I've never actually worked at an agency where there were interns, but I'm sure they must exist. It does seem that it would probably be a very low level position, however. Perhaps assistant to an AE. Either way, you'll get lots of experience. You'll be part of the meetings, you'll see what goes on, and all that stuff. All the people in strategy and planning that I know started out as regular AEs and worked their way up.

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