Taking client briefs, challenging them, developing them into inspiring and
informative internal briefs. Keeping abreast of new trends and developments
and sharing those with the rest of the team (and company if appropriate) on a regular basis. You’ll be running accounts, understanding their business
needs, developing the direction of the campaign and also have a key role in
the development of the final campaign idea.
As a senior member of the team you'll also be responsible for managing and
developing junior members of staff. You need to guide them on the accounts
that they run and act as a mentor to help them grow into more confident
Driving the conception and development of innovative, engaging, on-brief
digital ideas for clients, from bigger campaign themes to smaller
execution/technology-led ideas. It's not the planner's job to necessarily have
the idea, but they should be able to guide and lead the ideas-generation
process, identifying and building on any ideas from other people.
Turning those central ideas into well-rounded, strategically-sound, deliverable plans that they lead and write, collaborating with others in the team to encompass audience insights, trend analysis, marketing/media executions, timings and budgets.
Articulating those plans for clients in written and spoken form - writing and giving clear, engaging, exciting presentations. Once ideas are sold-in, the planner is then the guardian of that plan, ensuring it's delivered in a way which remains on-brief and in-line with the agreed vision. This involves working closely with those implementing all elements, from designers, to developers, project managers to marketing managers
4-6 years experience
Not all of this needs to have been spent specifically as a planner, but ideally
at least 50% of it. They could have begun in account management, gained
solid client-handling skills there, but clearly had creative, strategic and
analytical ability to make a move into a planning a natural step.
Natural passion and fluency in digital
Digital needs to be a little more than just something they work in. They should live/breathe it a little more, being active on social media/blogs and aware of/interested in digital's use and potential now and in the future.
We don't like anyone to wear digital blinkers. Our planners especially
should be aware of wider communications/marketing trends and culture as a
whole, taking inspiration from it and being able to see where digital (whether
for personal or commercial use) fits into the wider world.
Confident and articulate
Our planners aren't locked away coming up with brainy ideas, they collaborate with all elements to develop and deliver those ideas and - crucially - can articulate those ideas passionately and clearly in written and spoken form to clients. Whether it be a pitch presentation or a phone conversation, our planners are client facing from the conception to the launch, tracking and evaluation of our campaigns. They're the guardians of the strategy and ideas and work closely with others on their delivery.
They also play a vital part in new business development, meeting prospective clients, presenting creds, taking briefs and leading pitches. So they should be excited by the prospect of developing as a business, pushing us into new areas, selling our ideas and approaches to new clients from new sectors.