Associate Account Planner

Overview

Working with the account planner, the associate account planner helps to represent the voice of the consumer in the agency.  This role may collaborate with market research, account management and creative services to develop a framework for strategic solutions and building positive relationships with clients.

 

Specific Responsibilities

  • Assist account planner with competitive research (qualitative and quantitative) and trend analysis
  • Generate thoughts on strategic direction that will contribute toward increased business and stronger marketing strategies for clients
  • Analyze a wide range of information in great detail to gain a comprehensive context to advertising strategies. This may include demographics; socio-economics and the market for the client’s product and market share
  • Assist account planner to commission research from outside organizations, as required, to inform advertising strategies, using both qualitative methods, such as focus group discussions and structured interviews, and quantitative methods, such as demographic profiling and questionnaires
  • Assist account planner when conducting primary qualitative research (e.g., Ethnocepts, Focus Groups, etc.) when needed to better understand a product, service, category and/or consumer mindset
  • Proactively monitor cultural and social trends, and their impact on consumers’ attitudes, behavior and perceptions
  • Find an ‘angle’ on a specific product or service on which to base an advertising campaign
  • Research the product or service, which may involve gaining technical or specific knowledge; reconciling the differences between consumers’ current perceptions of the brand and the way in which the client wishes the brand to be perceived
  • Meet with internal teams to learn the background to the brand and advising on possible approaches or adaptation of approach to the target market
  • Present conclusions and ideas agency teams
  • Analyze and interpret customer response and sales data in order to evaluate the effectiveness of the campaign
  • Special projects, as assigned

Qualifications

  • At least one year of strategic/account planning experience in an agency environment
  • Basic understanding of strategic and creative development process, including positioning statements, creative briefs and advertising concepts
  • Have an awareness of primary and secondary research methodologies, both qualitative and quantitative
  • Strong writing and verbal communications skills, including the ability to read, analyze and interpret information from a variety of sources, draft research reports, presentations and white papers and effectively support presentation of research results to customers, clients and team members
  • Ability to define problems, collect information, establish facts and draw valid conclusions based upon research and ability to deal with problems involving several concrete variables in standardized situations
  • Advanced Excel and PowerPoint skills required

Education, Training and Network

Bachelor’s degree in Marketing, Business Administration, Economics, Social Sciences, or other related field combined with relevant experience

Experience with customer information analysis, agricultural/commodity data sets and syndicated consumer behavior systems is preferred

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