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Account Planner

Account Planner

Planners are also sometimes known as Strategists or Strategic Planners. By researching and talking to customers, they learn what makes them tick and how they think and behave. This information helps them develop a strategy for reaching the right audience.

 

This strategy guides the creative team when they are developing ideas. Account Planners work across the agency and closely with clients to find the right communication strategy for the right audience, then inspire the creative team to bring it to life.

Great skills to have as an Account Planner

Curiosity: you love to question everything and dig into information.
The ability to mix creative thinking with logical analysis to solve business problems.
A love of data: you can analyse numbers, interpret stats and communicate findings clearly.
An understanding of human behaviour, social trends and how culture influences decisions.
A love of learning: you accept you won’t know everything and are excited to constantly adapt and grow your knowledge.
Discipline: you can work independently and are methodical in your approach.
Good communication: you can simplify complex ideas and back up your conclusions with logic.

See what it's like...

Aroha Gell

Associate Strategist at VMLY&R Wellington

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"If you’re nosy and you like wanting to make a difference, you can be a strategist nē! No path looks the same, karawhiua!"

Pathway to becoming an Account Planner

Because planning is centred on understanding people, there is no single required area of tertiary study. Studying something you are interested in can help you bring existing knowledge to the role while building your research, analysis and critical-thinking skills.

Many planners begin in other parts of an agency, including account management, data analysis or market research. These roles can help you understand how the different parts of an agency work together before moving into a more strategic position.

Some entry-level account, media and planning opportunities may be recruited through the Comms Council Graduate Talent Hub. From there, you can build agency experience and work towards a strategist role.

Boardroom

Career progression

Your contribution to campaigns, the strength of the insights you provide and the relationships you build within the agency will all influence how quickly you progress.