Acts as the principle strategist and account lead on an assigned client portfolio. Responsible for overall research and development of media plans for assigned clients across all paid media channels. Required to develop and maintain a solid understanding of the clients' business and apply their media knowledge to deliver against the clients’ objectives. The Account Planner provides support and follow-up for all client inquiries and maintains strong relationships with assigned clients. The Account Planner prepares research based marketing strategies, presentation materials, media plans, flowcharts and full campaign recommendations.
Lead development of media plans across all channels, working with specialized activation teams in areas of traditional, digital and social media.
Lead team to develop, execute and monitor all media plans; creates and maintains flowcharts/plans including actualized budgets.
Assist Project Manager to meet timely and accurate invoicing requirements. If no Project is assigned, works with Associate Media Director to determine invoicing responsibilities. Assist with media reconciliation as needed.
Study demographic data, consumer profiles and/or client research to identify desired target audiences for campaigns. Perform and share competitive analysis when needed.
Understand the agency's research tools and knows how to leverage them to create strategic media plans. Coordinate the development of agency Point of Views (POV) and rationale on media opportunities for submission to the client.
Lead research for media planning, including: calling publications and other media to obtain information, requesting and reviewing media kits to obtain information, meeting with media representatives one-on-one, obtaining industry-specific information from trade associations, etc.
Establish and maintains goodwill and strong working relationships with the client, including regular calls, visits and check-in's to ensure agency is meeting their needs. Responds to client requests in timely manner.
Work with the Analytics department to develop measurement plans to assess success of client campaigns. Prepares and shares campaign results externally to clients on effectiveness of media plan, as outlined in measurement strategy.
Attends internal training, online conferences, seminars, travels to client locations.
Required Skills, Experience and Education: