Additional Information
There has been a shift in the type of education that will prepare you to
specialize in advertising account planning. Several colleges and universities
have started to offer six-month programs, as well as graduate-level, one-year
or two-year programs that focus on advertising account planning.
"Potential planners are coming out of these planning schools," says Glenn
Geller. He is a brand planner for an advertising agency.
In addition to studying advertising, it also helps to have knowledge of
several other fields. Before specialized programs were available, some account
planners had backgrounds in areas such as psychology and anthropology.
"I think from an account management standpoint, the best account managers
seem to have a balance of those linear and lateral thinking [abilities],"
says Kevin Pfuhl. He works for an advertising agency.
Pfuhl has a marketing and business degree. While in school, he also took
a lot of electives in non-business courses that he says really helped open
up his world views. Subjects that he has found to be helpful include psychology,
sociology, arts and history.
But, he adds, breaking into the industry can be tough for newcomers.
"It's a very competitive field in that there are a lot of students who
would like to get into the business. So it becomes a challenge for agencies
to be able to sort through and make sure you find the gems who will really
make a difference. And believe it or not, having that passion and enthusiasm,
that will take you a long way," says Pfuhl.