Expert: Sean Trapani - 8/21/2004

Question
Hello Sean,

I'm considering beginning my advertising career as an account planner. This aspect seems enticing to me because you have an opportunity to wear multi-colored multiple hats; psychology expert, business strategist, creative development, and research. Although, from what I have read about this position some aspects concern me. The explanations also lack great detail as to what exactly this position entails.

As a successful copywriter, I'm sure you have daily contact with account planners. Can you please shed some light on what their daily tasks and responsibilities entail?

Is math a significant aspect of the account planner's job role? Is it used daily?  When the numerical/math analysis is used, is the math freehand? By freehand I mean pen and paper math equation problem solving.

Is statistics used frequently?

Do account planners use software programs to analyze the math/numerical portions, or is this again freehand?

How is the research gathered and dissected?

Is heavy research a major part of this job?

If a professional is interested in entering the account planning field, is a love for math and research crucial?  I'm considering entering this field but strongly dislike math and don't want to spend every day, day after day conducting research.

How does one enter this field?

What experience and educational background is required?

Can an individual with no experience enter this position or do they start at a lower position and work there way up?

Is there ample room for advancement?

Also, I don't see this position often, is this a rare position and/or is demand weak?

I'm looking for a career in advertising/marketing that is a perfect marriage of strategy, creative conceptualization,  branding, psychology, concept analysis, new & existing product/service development through ad campaigns, moderate consumer research, event planning/campaigns, and consumer behavior. Includes developing and executing TV commercials, print, radio, internet, DM.

My dislikes, weaknesses are math/numerical analysis, heavy graphic design and freelance drawing. Any recommendations on what position I may be suitable in the ad/marketing industry?

Sorry for all these questions. I find this industry Extremely exciting and I want to make sure I'm pursuing the right job.

I greatly appreciate any advice and I look forward to your reply.

Thanks Sean!


Answer
15 questions in one email. That's a new record, Sara.

Just teasing. Good to see that you have a passion for the subject matter. Forgive me for not answering each question you have in detail. But, I believe that I can sum most of it up my response.

Account Planners (AP) require analytical ability, but no background in mathmatics. Nowadays, APs are the "keepers of the strategy" and their technicals skills are generally related to the degree of technical knowledge required for understanding the client's industry. So, I believe the coast is clear for you on that path.

Copywriters require no design ability, but it comes in handy (you do, after all, have to work with an art director for the rest of your professional life).

As for, "how do you enter the field?" Well, it's really no different than any other industry. Start knocking on doors. Try to meet people face-to-face. Get ANY job in the industry to get your foot in the door (they are ALL related - trust me). Then, once you're in - starting volunteering to help the boss of the department you wish you were in. Account Service is usually the easiest entry-level job to land.

That's my abridged response. If you really want some more detailed responses, you're welcome to call me at Erwin Penland - (864) 271-0500. Ask for Sean. There's only one.