Strategic planner

This is an entry/mid level position in the planning department. Based on the client’s brief, planners use research data (quantitative and qualitative) to identify the ideal audience and optimum method of communication. They ensure that campaigns receive input from potential customers and are accurately focused. It is their role to distil data and knowledge to a core proposition that provides a springboard for the creative team to produce advertising ideas that solve defined business problems. The planner is an integral part of the agency, working closely with creatives, account handlers and clients to ensure that an understanding of consumer attitudes and reactions is brought to bear at every stage of the development of an advertising campaign. This person will have at least three to four years’ planning experience. Alternative titles include: account planner, account planning manager.