These are the raw open-ends among planning directors only.
Question 19: Just for
you planning directors,
I'd like you to tease out
the difference in skills
between levels. So first,
what skills would you Question 20: And the skills
need to see to promote that you'd need to see to Question 21: Finally, what skills
an assistant planner to a promote a planner to would you need to see to promote
planner level. Or what senior planner? Or what a senior planner to a group
would you look for in a you'd be looking for in a director? Or what would you look
planner level senior planner hire? for in a group director hire?
- - -
-self-assurance and - the previous ones +
communication skills. respect from the client we do not have group directors
look for thirst for
skills, passion for the
business, knowledge of solid abilities, good
research techniques, insights, good brief writing
strong instincts skills, great manager, proactive, creative
. . .
* * *
>ability to mentor
others and contribute to
thoughts and ideas
>contribute to new I would not promote a Sr Planner
business wins to group director. THera are two
>innovation levels before group directory
>assess situations (Associate Planning Director and
quickly >fresh, original idea Planning Director)
2-3 years experience. 3-5 years experience.
Ability to think for Ability to bully creatives 5-7 years experience. Proven
themselves. and to stand up to clients. ability to manage.
3 or more years of Commitment to the
experience, creative, accounts, opportunities High-level management, credibility
inclusive of disciplines, detector, inspiring, creative in the industry, proactivity and
and strategic analyst and strategist ability to teach
a grasp of basic craft delivering above and innovative thinking and good
skills sufficient to be beyond what's asked for; people skills
able to own real initiative that impacts
with minimal supervision the work
a deep understanding of
our internal approach of good coaching skills and obviously,
comms planning and a marketing and communication
a marketing and obviously, a marketing and vision strongly oriented to the
communication vision communication vision consumer and a deep
strongly oriented to the strongly oriented to the understanding of our internal
consumer consumer approach of comms planning
A planners eye - the Independence. Ability to
ability to connect dots. draw conclusions and get
To observe and see far down the road with a A leader. Someone who can define
interesting things. To strategic direction. Pull issues, create an enironment for
have ideas. real insights from research. solutions.
a true understanding of the expertise in several
symbolic consumption categories, the capacity to
and the capacity to produce cross categories
articulate creatively true articulations and the
social value and engage experience in insightful
emotionally with people integrated strategies trust and passion
a very deep
understanding of the Top creativity rather than
web's paradigms. Social analytics skills. Good at Creative, analytic, digital focus,
media skills process design skeptic
a) Promotion: analysys,
seniorship, ability to
deal with stressful More than 5 yrs
deadlines and ability to experience, ability to learn
guide others and grow into managerial
skills, communication & Same as above + interpersonal and
b) attitude & experience negotiation skils developed managerial skills
Ability to articulate
analysis of market, Ability to lead others, critical
consumer, competition, Lead meetings and actually thought, impeccable technical
brand in and transform promote positive change knowledge and also deep
facts in figures into within the company and its understanding of how digital and
actionable insights clients. non-digital integrate.
1. The ability to lead idea
Ability to be a development and to direct a brand
standalone planner idea across an organisation.
instead of an assistant Bringing real value to their
accounts 2. A role model for other planners.
Original thinking - tell
me something I don't Making a difference on the 3. Talent or experience that they
know business could bring to the entire agency.
Ability to conceptualize
the entire problem
facing a brand, not just
the immediate issue. More of the same. Inspiring
Basic technical skills confidence in clients and giving
around hiring suppliers More client-facing skills. them comfort to make decisions
and conducting research The ability to inspire that may not be their standard
themselves. confidence in clients. operating procedure.
ability to create, from
scratch, a coherent and
logical strategy to meet
the client objectives (as ability to lead a team as above plus commercial
opposed to completing a strategically- manage sensitivity/management, good
task area within the differences of opinion, management of people internally,
strategic development convince doubters and proven experience in working with
process) inspire others other senior management
Ability to define and
scope small projects Ability to define and scope
alone. Ability to present any problem alone. Ability Extensive experience. Ability to
alone in front of mid to present alone in front of lead a team and inspire the entire
level clients. senior clients. organisation.
ability to inspire creativity
ability to draw (sell ideas, manage clients,
conclusions from etc), approach problems
quantitative as well as from a systemic point of ability to manage multiple clients
qualitative data, as view, realise the (internally and externally) and
opposed to just finding interconnection of a client's delegate accordingly, make the
the data/answers entire marketing efforts work better, take responsibility
Command the confidence Ability to raise profile of planning
Ability to get on and of the client to drive the so that it becomes the driving force
deliver projects without account forward of influence within the agency and
assistance strategically on peices of business
ability to handle quant
and qual efforts.
strong ability to tease
out insights and make a
creative brief poise and presentation
stimulating. skills to unleash on clients. n.a.
Ability to independently Ability to "consistently"
develop and effectively develop and effectively Ability to effectively lead and
present a strategy to a present strategies to inspire other planners in the
client. clients. internal group.
ability to influence
outcome of team independence, ability to
decisions at the project defend their point in cross client servicing skills, political skills,
level disciplinary teams clout inside the organization
Someone who is able to
sell his or her ideas. They
Ability to listen, to should know how to
observe, and synthisize. present something
Good at spotting ideas, strategic, they should be
and knowing how to able to think new ways of
begin differentiating connecting the dots. They
between good ones and should be confident in the Positive feedback from both clients
not so good ones. Be work they do (even when and creative teams. Ability to train
able to understand the nobody else is) or at least and coach people in the planning
concept of relevance. pretend department.
Ability to manage a
basic planning project
supervision. Should feel The ability to stand firm in
comfortable presenting front of a client, write a
in front of clients but not compelling brief, stimulate
expected to be "on their creativity, understand the Complete ability to manage all
own." Definitely should difference between which planning needs for a
be able to have creative ideas will solve the creative/account team. Write
recommendations on client issue - some compelling strategic/planning decks
research plans, writing supervision but more that tell the right story. Have
screeners, coaching, less directive. minimal supervision.
Emerging leadership Leadership; positive attitude,
qualities; ability to ability to motivate a team, take the
command a room. Ability lead on strategy. Development of
Ability to move beyond to form strategy, write an the account director gene, to look
information argument well, write good more broadly across the business.
summarizing to a level briefs, work well with Ability to take the lead in new
of analysis. creatives. business pitches.
ability to present with ability to manage and ability to improve Planning's 'brand'
confidence improve subordinates w/i the agency
ability to be independent
ability to read into the and who others seek out ability to independently work with
obvious, imagination for conversation and help clients and a certain charming
and creation skills within the agency authoritativeness
ability to simply define no specific skills, i guess.
and persuasively more a matter of the
present a concept with quality of work, speed of
intact insight. ability to process, and ability to not appropriate for the size of
design, analyse, and work autonomously. one agency i have worked with (under
manage an innovate might also look to the 200 employees). and I think there
research project. ability planner's workshop design is a danger in having too much
to write, deliver, and and management skills - a hierarchy. Group Head / Director
evolve a creative brief. good senior planner should seems more like a title for someone
able to clearly define a be able to propose (sell) managing an account (account
brand's territory and r and handler / suit) rather than
Ability to summarize lots
of information, being They have good people
more concrete, able to skills, they can manage
create and tell stories different projects at the
with a meaning. Start to time. They are very good
see with clients. They have
brand/communication good perception from both
opportunities in stacks creative and client service Think like business consultants.
of info. leaders. Clients trust them deeply.
Successful strategic track record of
Thought leadership. effective, intelligent work.
Complete comfort with Respected within the planning
presenting & leading client community.
Ability to think laterally sessions.
& creatively. Seen as a trusted, essential partner
Ability to own a brand, by clients & agency management.
Self-motivation, drive, take projects from start to
eagerness to help. finish. Ability to anticipate needs of & deal
with difficult clients.
Enthusiasm, energy, Respected & appreciated
passion for the job. by colleagues & clients. Ability to me
Put together a well thought
through creative brief
independently, structure a
Ability to think through design a research plan, Ability to operate independently,
problems, represent the good presentation skills, (with minimal supervision). Write
agency independently at contribute to new biz and present a strategic deck. Be
meetings, interact with development in a seen as a strong agency
clients. substantive way. representative by clients.
Ability to use all the
obvious tools at hand
(intuition, TGI, etc.) to
hav an opinion about The abiltity to convince a The ability to inspire other planners
the direction a brand senior client of the opinion to come up with opinions like that
shoudl go in. formed in Qu.17 mentioned in Qu17.
strategic and creative
thinking, ability to develop
and maintain strong
Ability to work with relationships (internally
some autonomy, some and with Clients), ability to Deep experience across brands,
independent thinking work largely independent categories. Ability to interface well
and project of supervision (higher level with people at all levels
management. Ability to oversight, but would -particularly high level Clients and
be Client facing (with expect day to day internal management. Experience
mid-lower level Clients). autonomy). managing and developing people.
Able to manage a
process for a more Able to lead a planning
straightforward client, relationship with an Able to lead a complex planning
creating campaign important client, creating relationship with a more complex
solutions. brand solutions. client, creating business solutions.
able to work things out
by himself, fillfill and
deliver given tasks in
requested time and able to handle big and
quality and asks for help complex projects by manaagement talent, good
when needed himself delecation skills, leader qualities
Ability to own and drive a Proven history of thought
strategic initiative on leadership.
creativity. In the digital Experience managing P&L.
space, it's not as much Demonstrated ability to
about coming up with sell creative.
big ideas and more
about being able to link Believe it or not, much the same
the consumer with the for a junior planner... proven to be
brand through History of working well flexible and adaptable.
experience, interactivity, with creatives.
Reputation for delivering change to
Self-motivated and self- an organization and/or challenging
Ability to conduct, distill, sufficient. conventional think
an ability to propose an ability to grow business and
research that meets innovate in the area of planning, a
client goals and an an ability to lead an strong leadership within the
ability to write briefs account and be seen as the agency, and an ability to manage
with little input planner in the client's eyes other planners
An Assistant planner
level would be a person A senior planner would be
who has the knack for in a position to handle
thinking strategically, more projects
but lack the confidence independently from When a senior planner feels
to vouch for his scratch, would be much comfortable in a position to start
assumptions / theories / more comfortable in evangelizing on the brand he works
hypotheses. A Planner attending and taking briefs for, becomes the favorite
would have these from client meetings, consultant to the clients for any
qualities and confidence, essentially upto middle- strategic matter, and is able to
plus he would have level projects, as well as handle multiple projects with ease,
propensity to supervise asst. planners in he has then arrived! Key cha
Experience with many
Analysis Capabilities. brands and many
ATL and BTL knowledge. categories. Analytic
Self Expression perspective of 360 degrees Analysis Capabilities. ATL and BTL
capabilities. Quick communication. knowledge. Self Expression
response at taking Leadership. Self initiative capabilities. Quick response at
decisions. Leadership to propose new and taking decisions. Leadership and
and attitude for lead the disruptive ideas or attitude for lead the planning work
planning work between concepts to Creative Team between creative team, account
creative team, account and Account Team. team and client.Self initiative to
team and client. Inspiring Force. propose new and disruptive
Good prognostics, being
able to do a creative leap
from diagnostics of how
things are to an Persuasion and diplomacy to sell
Analysis capability. imagination of how things the possibilities of the strategy and
Good diagnostics. could be. maneouver the politics.
Ability to work with The above plus ability to
others. moderate internal strategy
Passion for brands. sessions. Being able to articulate why ideas
will work profitably for the brand.
Interest in the popular Well developed writing and
culture. presentation skills. High credibility with creative teams.
Information gathering Initiative and clarity of
ability. Trend mapping. thought. Insight Mining leadership and inspiration
collaboration, making a difference..
analytics self sufficiency impCTING BOTTOM LINE.
can always see big picture, think
big, command respect among
asking the right creatives and clients, consistently
questions, challenging can carry their own with finds fantastic solutions, inspires
the right issues senior creatives and clients others around them.
Assn planner is smart,
can do detailed
Planner can be put in Original thinking.
front of a client Speaking ability at
regularly, can manage conferences or seminars.
projects. Senior planner Most of all, ability to run a Don't have the senior / group
manages all pitches and large clients strategy on distinction, so take all comments
initial strategy, often her/his own, responsible to about senior to be = to group
on-going strategy. exec comm of company director
atitude, curiosity, wide leadership and good
view relationship leadership and experience
attention, focus and understanting and research
creativity skills people management
Attitude is key, someone
who wants to learn, but They need to be able to
who can make an handle anything that is
impact by being thrown at them without
inventive, industrious constant guidance, they
and is keen to get stuck should be developing their
into things. They also own style and approach A total rock star, someone who has
need to be interesting, away from the more real gravitas, brain power and
have a point of view on prescibed one that is often would be capable of dealing with
things and generally useful for more junior very big and complex global
make me want to spend Planners, they should be accounts, including the politics and
time with t developing skil general madness of everything.
be able to handle small/ be able to handle medium/
medium clients small clients individually,
individually, together together with a junior be able to handle big clients
with a senior account account individually
inspiring others to do it like it's
being able to do it inspiring others to do it never been done before
management skills Category experience Deep category experience
Obsessive curiosity Breadth of life experiences Management skills
business acumen Ambition inspiring presentation skills
Communication and Total accountability. Excellent
Brief development skills. presentation skills. relation with clients, and proven
Strategic thinking Credibility with clients left-side brain skills.
bringing in own ideas skills ability to lead and motivate teams
agencies leading competence
international word leading major clients
developing the whole group
acceptance within whole a developed own hand-
group writing innovation
can handle project shows that his group's interest is at
autonomously, is least equal to his/her own, care
mature and professional about growing people and kows
with clients and is how to, is mature in dealing with
respected by client has maturity in his job our everyday realities.
Capacity to manage the
hole process of Personal skills such as deal
planning. with client and creative. Leadership and accountability
charisma and being able to manage teams,
presence... the potential ability to step in a run a groom younger planners, recruit,
to become a leader on a piece of business with and run a new biz pitch on their
piece of business minimal help own
Clarity in expression Client skills: confidence,
(writing and verbal), quickness, ability to tell a Demonstrated ability to "run"
critical thought. story, etc. several relationships effectively.
Comfort in front of
clients (their comfort, Creativity, influence, firm
and mine in putting grasp on the mechanics Kindness, leadership ability, ability
them there) (quant, qual, brief writing) to set examples for others
Common sense and desire
Common sense and of working after 4 years Good results and good
desire of working working communication with mates
organized, open minded
commun sense and commercial skills able to manage people
in human stories, real
people person, can see
multiple sides of a story,
but also has an opinion same with management
and point of view. skills - people skills same with p&l responsibility.
understanding, holistic strategic ability, client authority, ability, team
knowledge confidence relationships, management
the same as a junior
consummer planner + personal skills as
understanding and for example delong with
brand position stress situatins or the same as a senior planner+ high
understanding presentation skills, etc.. influence in the organization
cool hunting attitude, concept maker, good at
energy, good at putting analysis, good presentation team building, inspiring,
things in the right order skills transmitting knowledge, respected
creative and strategic
working in sync. ability strong brief writing, account planning leadership--
to empathise with presenting, defending. maing: be well versed in client
creative team, build on some track record in business, consumer insights and
ideas, hold her own in converting briefs to solid trends, thorough research skills,
the room. ability to creative work. well-liked by strategic thinker that translates
represent a consumer creative team and account across categories, ability to lead
POV to client team service, both. strategy independently
creativity and analitics trust leading skills
creativity and creativity competency,
competency leadership above, plus experience
Creativity, Presentation skills leadership skills, client service skills
skills, research all of the above + people
methodology management skills,
understanding, great political skills when dealing
repertoire of music, with top executives clients someone who is great enough to
literature, travel, and agency top simply not care for all of the above.
fashion and design, management, presentation just joking. i would have to say all
curious mind, super skills, project of the above + excellent training
investigative person management skills and inspiration skills and leadership
creativity, critical creativity, critical thinking, creativity, critical thinking,
thinking analytical ability analytical ability, poise
criative strategic and criative strategic, criative and bussiness
everything, creativity research skills, creativity,
and understanding of consumer understanding,
briefings and translating branding understanding, leading, motivating and having
it to consumer needs. good presentation skills. inititative to inspirate others.
Curiosity and an ability The ability to mentor and motivate
to join the dots and not An ability to convey the others...must have an intuitive
simply "report" findings. essence of an insight to a sense of where other people are in
They need to look for client, creative team or their development and provide
meaning, even if they anyone else with ease and stable, inspiring guidance. Also the
need assistance clarity. And a persuasive ability to interact with clients at the
articulating it. personality. senior-most levels.
Solid problem solving,
Curiosity and solid presenter, able to leadership/mentoring, presentation
enthusiasm think on feet and client relationship skills
BEsides the previous, deep
consumer, brand and Besides the previous, global
communications knowledge and perspective of
behaviours. A passion for brand strategies. Disciplined and
solving the complicated. inspiring. Innovative as to how to
Curiosity and An ability to encourage approach projects.Able to embrace/
observational skills creativity. understand change constantly.
Same as previous + ability
Curiosity initiative good to deal with senior level
presentation skills clients, understand their Same as previous + management
persuasiveness needs and deliver what abilities and emotional intelligence
research-literacy they want to lead and motivate teams
Curiosity, a willingness Ability to handle the
to get to the bottom of planning and strategic
how business and requirements of a client(s) Ability to supervise and motivate a
marketing works, on one's own team of planners
curiosity, analysis, judgment, experience,
judgment creativity people skills
background (studies or
experience), passion +
curiosity, different understanding of the
background (studies or business+presentation
experience), passion skills same + experience
curiosity, passion, The ability to run your own
initiative and clients and projects and A lot of experience and proven
persistence take full responsebility succes on all levels
mind, the ability to
identify and articulate a
problem, the fertility to All the above, plus a All the above (17 & 18) plus people
ideate. healthy business sense. skills.
curiosity, well same with experience and
constructed synthetic some shoulders: capacity capacity to hold an account by
mind, adophile, to defend a pov, himself.
Be indepent in the
thinking, be insightful,
search references in the
discipline, creative, Not happen yet. But be mature it's
Curious, organized, organize the methodoly to important, have a vision about the
creative. star the job. discipline. Inspire others.
Conversant with planner &
research approaches. Ability to steer a team within the
Ability to talk with agency. Be the strategic lead which
credibility about brands, senior clients respect and take note
Curiousity & open- consumers and strategies of. Work closely with the ear &
mindedness in the world with clients. Ability to respect (perhaps not always total
around the. Ability to develop strategies and agreement!) to debate ideas with
have a POV on a topic of briefs which creatives will senior creatives. Ability to 'front'
interest. listen to and discuss. the agency
curisosity. discipline of
curisosity. discipline of personal professional
thinking. growth ...
(Plus the previous ones), Leadership, experience in several
sparkling creativity, daring categories and targets, skilled to
deep curiosity, deep personality, high sense of get the most out of the group,
analysis, very disciplined business passionate, great presenter
Leadership, rational behavior when
stuff goes South, a history of
bringing a new insight to the table,
understanding the biz model with
deep understanding of Strong presenter -- which we work and the need to
social networks. obsessive problem solver make money.
comfortable in driving a
Develop a creative brief/ project, but also
brand strategy that comfortable taking
includes a real consumer direction and supporting
insight and business others. Ideally, they
opportunity. should have a grounded
approach to planning and
Conducting primary solid experience writing Focused on connecting the dots to
consumer research creative briefs, strategy the future and helping to deliver
(interviews, surveys, presentations and research (identify, lead and create) projects
focusgroups) proposals (and doin that enable business growth.
Develop and present a
work to the client, from
the beginning to the end Develop and present a
of the process, with the work to the client, from the Coordinate the process, integrate
help of a sennior beginning to the end of the different departments, direct
planner. process, by himself. dialogue with creative directors.
and marketing culture,
ability to push their autonomy, solid
limits and understand advertising and business team management skills,
their limitations, understanding, ability to leadership vs clients and teams,
integrate well with inspire lead creatives, autonomy, deep advertising and
teams and clients authority business understanding, charisma
ability to act as an Ability to lead a large
autonomous planner on account. With suitable
a smaller account versus gravitas to handle senior
being an assistant to a clients and other agency Top level experience. To be a
senior on a larger planners. As well as having business and team lead as well as a
account business acumen. traditional planning lead.
able to level with creatives
digital native and to inspire clients vision
Manage client relationships
Presentation skills Manage client relationships
Direct client contact Business responsibility Presentation skills
Presentation skills Business responsibility
Discipline, imagination, Mentor, experience in major
team work spirit and Strategic input and disciplines and requirements in
love for knowledge initiative. Idea generation. planning.
Empathy. Planner will Experience. A planner will
have a more thorough come up with solutions
feeling and after study, a senior
understanding of planner might find Sympathy. Should be a nice fellow.
different target solutions from gutfeel, out someone you'd love to follow,
audiences. of experience. someone who inspires.
enough knowledge to ability to work with clients clients love and respect you; can
work autonomously; autonomously; deeper completely run your client base
understanding of understanding of research; with no intervention from me; can
qualitative versus ability to write a solid execute any type of research; write
quantitative versus report; ability to draw a kick-ass report; talk strategically
secondary research conclusions from data in meetings
translates into the
ability to draw the ability to expand a core
inspiration from any thought into any given
aspect of life and relate channel based on how the client skills, global sensitivities...
it to something totally idea relates to the it's more about business skills than
different. audience planner-specific skills
Enthusiasm. True confidence. expertise. independence.
Experience Experience. Experience
through diverse projects
and time evolution.
Besides, meeting goals. The same the same
experience in non standard
experience in all jobs in several markets.
stantard jobs. social social intelligence. first social, managerial and political
intelligence. management skills. intelligence.
Experience in the
advertising industry Creative strategic thinking
(with some client skill. Ability to handle a
servicing experience), brand independently.
evidence of having Ability to lead a pitch for a Demonstrable thought leadership,
made a personal medium sized client, clear other than leadership on
contribution towards contribution towards creating/significantly impacting the
building a brand, building more than one development of brands, wide
initiative, wide range of brand, knowledge and skill ranging experience across brands
interests outside of work with various channels of and categories, ability to use
and at least one interest communication apart from research, data and client input in a
that borders on obsessi r skilled manner and thus ensure
Ability to lead/direct the Ability to negotiate within the
course of the brand agency and brand
Experience plus ability positioning and manage processes/continue to update
to manage projects tough clients planning group process/philosophy
Experience, initiative Experience, initiative Experience, initiative
abilities, creative view The same at a higher level the same
thinking of a (small) new
business pitch from end-
Facility with basic craft to-end; the ability to form
skills - qual and quant a new strategy for an
research from design to account as opposed to
final report and briefings maintaining an existing Significant leadership of a group of
- as well as an one; sustained, planners on a larger project or
understanding of the unsupervised client account; winning the confidence of
role of planning in an partnership; proven ability a senior client; trusted partner for
agency to catalyse good creati creative directors
For AP to planner, an
ability and confidence to Trust of creatives and
lead projects clients An ability for fresh, radical thinking
Go getter and extremely A visionary that leads colleagues
inquisitive -- Leader. Innovative. and clients to new territories.
communicates well and Results and business Calculates manageable risk and
getting full grasp on oriented. Digitally savvy continues to expand their
quant as it continues to and a desire to understand knowledge base through the new
drive interest in the c and work toward creating ways in which people interact with
suite brand advocacy. people and brands.
understanding, good Credibility, ability to
judgement, creative manage clients, good and
ability to unearth genuine verbal and
insights presentation skills Ability to inspire others.
Can work well with creative,
ensures there is a strong insight to
Can write inspiring creative begin with and can guide/tweak
briefs on his/her own. Can creative work to bring it on
Good communication translate research material strategy. Can effectively
skills - can inspire both into effective lead/participate brainstorming
verbally and in writing, presentations. Has sound sessions with Creative to help get
technically sound with experience/knowledge of them big ideas. Ensures there is a
research, presentations certain categories st
Good grasp of qual.
techniques. Some solid
Some basic workshop All of the above with more
experience. Evidence of Able to stand on their own experience. New business
some strong briefs. without much oversight or experience and win under belt.
Good working guidance. Excellent qual. Ability to work seamlessly across
relationships with all skills. Good quant. grasp. different clients. Proven business
other departments. Able to lead workshops. development with existing clients.
Done something Able to lead creative Ability to attract and retain good
interesting! briefings. planners. Ability to mentor and c
good grasp of research, excellent grasp of
proactivity, logical research, ability to
thinking, must love properly judge creative
advertising work not applicable at this time
good intuition, able to ability to represent the
make the "right" choices department in front of Need to have a philosophy/POV,
with little guidance, clients, good knowledge leadership skills - ability to teach
basic fundamentals of base/experience on all others, relationships with sr. level
research skills, can lead types of projects - ability clients and internally, ability to
occassionally (vs. to think on feet and do/say what's right even if
follow) respond appropriately. unpopular.
good with creatives, can
present well can make leaps clients look to them for leadership
New business leadership, team
Have the basic toolbox Client interaction, project leadership, teaching and
(briefs, research, leadership, prsentation mentoring, senior client interaction,
thinking) skills solve tough problems
- Ability to manage and
present directly to clients
He/she needs to start - Direct contact to brief
analysing markets and senior account or creative
bring thinking and people
actionable conclusions - Leadersheep
and recomendations to - No need of supervision
his/her work but still for minor works - Ability to handle teams
needing full sueprvision
by a Planning Director - No need of supervision - Seniority within the company
Hunger Hunger Leadership
Future vision Searing intelligence Future vision
Digital fluency Digital fluency Digital fluency
I am the only planner in I am the only planner in
the agency, and the the agency, and the I am the only planner in the
structure is not goin to structure is not goin to agency, and the structure is not
grow up. grow up. goin to grow up.
i don't believe in
assistant planners - our
philosophy is that you in a hiring situation - I look
need to be senior for fit with the company's
enough to b taken vibe, an interesting mind,
seriously. and a track record we're too small for levels like that
I'd look for someone I'd look for intuition and to
who lives in this world be forward-looking... To be ready to take and advantage.
I'd need to see a level of
proactivity - do they Do they command respect
know what is needed on (or deserve respect) from
their accounts/within clients and creative
the department or do directors? Can they run
they need to be told projects with little
what to do? supervision?
Can they write clear, Do they understand what They can do everything mentioned
actionable documents the client wants and needs before + run new business pitches,
and POVs with little and can they guide teams manage multiple teams on multiple
help? to do respectable work to brands. And they get how the
achieve that? agency runs and seek proactive
Can they represent growth opportunities from clients
planning in a te Are the and prospects.
responsability leadership client management
innovation - now it's not
just about being able to
make sound judgements,
it's also about introducing Complete independence, command
independence - needs to new ideas, coming up with presence with any level of client
be able to draw sound new ways to think about a (up to CEO) or agency person,
conclusions, make good brand, new ways to do outstanding mentoring skills with
recommendations, write research, new ways to junior staff, ability to forge
& present a POV without present ideas. Also need relationships. I don't want to see
step-by-step to be deft at handling much of this person - just a weekly
supervision. sticky s check-in to let me know
Senior client liaison, ability
Independence, track to manage more junior Very senior client liaison, original
record planners thinking, research track record
high EQ, good productive
independent thinker. relationships with team
initiative. gets things and clients. can hold their
done. opinionated but own with the above
humble. grasp of basic groups. ability to argue
skills and a passion for concisely and effectively
understanding that can and the smarts to know
be translated into when to concede.
action/ autonomy same as above.
this change is more about
being able to hold your
own in the organization - substantial contributions to the
independent thinking managerially and politically client's and agency's business
strength of creative
thinking, leadership skills,
ability to give feedback
initiative and insight. within the creative
going from the ability to process, and absolutely the
take instructions and ability to uncover new
reporting to seeing what ways of looking at business
isn't there. problems. not sure yet. just got there myself.
Capacity to present and
defend ideas (within the
agency but also with Team management, project
Initiative to kick start clients). Capability to leadership. Charisma, networking
new projects and ideas, develop new and skills. But mainly professional
interpersonal skills independent ways of experience (9-10 years of
(specially within working / managing clients experience within marketing or
thecreative team). projects. account planning)
Initiative, Broad skills, Management, initiative, Ability to manage a team, proactive
outside interests outside interests problem solving, outside interests
insighting and responsibility and ability to lead
strategizing leadership efforts
Intellectual curiosity, in Ability to produce solid Ability to inspire and motivate
love with ideas. thinking and present well. others.
better observation skills.
good documenting skills.
looks at things differently. organization capabilities.
able to juggle small
tasks. willingness to try new ability to see the project through.
gets the process of thought leadership.
planning. stands for and believes in
the work. client confidence.
has a fair handle on
logistics required to Great distillation skills. ability to inspire good work.
make the project a
success. understands creativity. leads by example.
intelligence / experience intelligence / experience intelligence / experience
Intense knowledge of
consumer trends beyond
just simple internet
research abilities. The
ability to utilize the
resources available to
think outside of the The ability to formulate
information presented groundbreaking...truly knockout...
and to draw creative ideas CONSISTENTLY and to lead
and entertaining At least one thing that I the development of this skillset in
observations. cannot find in myself. others.
Original thoughts and
Keen intelligence, contributions to business
cultural awareness, strategy and the body of All of the above, plus the ability to
advanced literacy and planning thinking. Pushing inspire and motivate, and hold a
presentation skills. the world brands forward. client's respect and ear.
keeness to rool up their
sleeves and begin at the
very bottom....go out
into store visits, get
online & explore, do
'man on the street' type the ability to integrate the
video various messages going
interviews....looking for out in multiple mediums
someone who doesn't cohesively under a single skills at people management,
want a desk job equity platform delegation, leadership, charisma
LEADERSHIP, KNOWLEDGE EXPERIENCE,
OF PROPIETARY TOOLS, LEADERSHIP,KNOWLEDGE AND
KNOWLEDGE OF SYNTHESIS/ANALYSIS REFINEMENT OF PROPIETARY
PROPIETARY TOOLS , CAPABILITIES AND TOOLS, SYNTHESIS/ANALYSIS
DRIVE AND CREATIVITY CREATIVITY CAPABILITIES AND CREATIVITY
Lateral thinking, wide
experience, ability to
ability to interface with
senior clients, ability to All of the above plus an ability to
be clear, concise and Pretty much the same as manage, motivate, mentor and
logical above but more. nurture people.
fundamentals of brand Creative thinking, being Evolved social skills, engaging
building and being able able to hold conversations presentations skills, excellent
to clearly articulate on diverse topics and a writing skills and being comfortable
thoughts. curious nature. with senior clients.
Able to lead brand thinking
Love of brands, able to solo on a decent sized Able to be a thought leader in the
talk lucidly about them piece of business company, lead and train others
Master of strategic Master of strategic transformation
Master of insight. direction. on a grand scale.
maturity is a mitigating
factor,, no question.
some skill cannot be
taught, but need to be mad-smart writing skill, a
nurtured over time. cleaar grasp of both
right now the state of deductive and inductive
our industry mandates reasoning, the ability to be
that candidates be passionately right but honestly, i want someone smarter
client-ready, meaning understand when to than me. the bar really isn't that
we have less capacity displace the passion for high, but i need someone who can
(and resources) to train. wisdom (know your do my job so i can elevate in the
so sad. battles). future.
Maturity, gravitas, Same, in even greater depth, with
informed enthusiasm, Same as above but in the ability to motivate and lead
proactivity, great social greater depth, with through clarity of vision,
skills, intellect, curiosity, extensive evidence of inspirational thinking and
autonomy delivery behaviour, guts and charisma.
Moving up from mere
looking up of
information to really go
and live with the Same as before, but you
consumer and do need to be able to present
something with what it well and make the client All of the above, plus the ability to
you find there. get it. teach other people how to do it.
n.a n.a n.a
n/a n/a n/a
n/a n/a n/a
na na na
Managerial skills, meaning, people
Opinion. A point of view. connections. Which means, there's
If the person has a Point no specific linakge between
of View, [maturely or Logical thinking above its planning technical skills and
not] it'll be promoted. point of view. human relations skills.
organization, open envolvement & persuation
mind, couriosity skills leadership,
Overdelivering Persuasion Leadership
Passion, knowledge and
enthusiasm for media
and/or advertising A desire to drive insights Ideally, will have a track record of
into action is essential. leading original thinking in the
Excellent numeracy with Someone that doesn't just research and insight world,
strong interpretation make recommendations, together with hands-on business
ability but thrives on results and building skills almost certainly
can work with brand teams gained within a leading edge
Inquisitive mind from the concept stage to research boutique or brand
actually implementing consultancy. Enjoys challenging
An outgoing personality projects. exis
Ability to be a client's best friend. If
the client can trust you with their
strategy then you are a group
All the planning skill stuff would be
a given anyway by now.
Planner level they
should be able to run One or two demonstrably Something about being able to
the planning on at least good solid pieces of work / nurture the group too wouldn't go
one client on their own. campaigns etc. amiss as i
planner: capable of
building and developing
concepts / putting it senior planner: handle one director: strong relationships with
together on a structured or more accounts / hire clients / creative thinking, beyond
presentation. and lead other planners planning.
- manage moderate and
author findings from - Manage midsize - personel management
- own accounts on the agency or
- design product level - be able to manage client client side
campaign strategy relationships
- strengthen the practice internally
- be truly useful to - innovate within the
writers & art directors discipline - Leader within the agency
Is necessary to be a leader Is necessary to have a magement
Pro-activity and cultural and knows to manage knowleadge and be a great
level. people. advertiser man.
proactivity, culture, self oriented to the
searchlover projects. group leader, charismatic
Quant and qual Ability to create value for
experience clients' businesses
Critical even skeptical, Ability to stand up for a
frame of mind strategy and see that it
gets carried out in the Ability to see beyond advertising
Focused on the function work
of advertising rather Adility to defend and grow
than fads and trends Ability to form deep discipline within agency
relationships with clients
Digitally savvy and senior management Political nouse
different routes to solve Client facing skills Team
a problem/answer a administration/mentorship/business
question operations (less planning basically!)
person needs to quit
waiting around for the vision. person needs to be one step
assignment and start ahead of the brand director or
reliability developing opportunities marketing director
Someone who has been around for
An aggressive approach to a while, understands the business,
finding answers. A true not just planning, but the
Research experience passion for planning and underlying drivers of advertising
and a good gut for what making great advertising, and marketing at a client level.
works. Too many idiots not great research, plus Autonomous and trusted, and
currently in this good client management someone who leads a client, not
business. skills. follows.
Senior level thinking and
Resourceful. Digitally concluding. Organized
saavy. People person. thought and smart briefing
Interested in culture. skills. They "get it." out of my range.
Responsibility to work Responsibility to work on Management skills for the Planning
on their own. 1-2 years own plus ability to train an Department plus role of Planning in
experience. assistant/junior. the company.
creativity, digital fluency same, but more same but more. plus people skills.
Self motivated - a clear
understanding of how to
develop plans Client development skills Leadership and client focused
self sufficient in tackling knowing how to stand his/
a problem, writing a her ground in a challenging should have leadership skills.
strategy. having gusto environment, facing knowing how to motivate
and a vision on demanding clients and colleagues and clients. knowing
marketing and branding. creatives. being able to how to organize complexe projects.
should be a thought handle midlevel clients on should be charismatic and
starter his/her own. convincing
inspiring, clear and simple
problem solving Entrepreneurial - figure out Someone better than me, or on the
new and exciting ways of brink of it
Strong instincts for working, thinking, making
powerful questions, ideas bigger, doing some Strong, challenging point of view
insights, ideas good about how to do dramatically better
work, transform our business & our
Passion - a contagious In demand - others want clients
fire in their belly for to work with them, ask for
doing extraordinary their help Leadership charisma - people want
work; not a career plan to be led by their example; clients
based on entitlement Intolerant of politics want their thinking abou
several... curiosity... sevaral... asertivity several... credibility
show good potencial in
strategic and branding good strategic and
thinking branding thinking leadership skills
skills are for suckers.
obviously they need to
know how to do the
research, ask the right
questions and push the
envelope in terms of the curiosity and the
how creatively smart minimum basic skills about
ideas are presented. mixed with a capacity for
most importantly they leadership to surprise me vision. momentum. have the desire
have to be curious and and the clients in the best to make something new and the
be ahead of it all, even possible way. make capacity to take us all along for the
when they something happen. ride.
Smart is cost of entry. I Excellent writer. Precise Be motivating, engaging and make
would want someone thinker. You must possess sure the teams and clients trust
who is deeply culturally the ability to motivate your you. You must have excellent
engaged/curious about teams to get the right work business knowledge and be able to
the world around them out of them. You will need handle lots of different situations.
AND has the ability to to be tough. I'll never hire
concisely articulate what a complainer or diva.
they're trying to say. If
you can't write, I won't
Social media Full integrated campaign
engagement monitoring performance monitoring
skills experience, including SM Same as above
Capable of generating a
Someone able to full plan for client needs
condense information based on actionable
and transform it into insights and market A group director would add
actionable insights that knowledge. Ability to management skills to a senior
direct work for client. handle multiple projects. planner abilities.
About 5 years experience A group director in my eyes is
Someone capable of and able to lead a team of someone just more senior/
running their own planners, steer a load of experienced than a senior. I
projects and leading different projects and work actually find it hard to differentiate
someone more junior to very independent. in skills - rather in experience,
the job. At least 2-3 Someone that is doing a coolness on the job and ability to
years experience in lot of client facing work mangage people well as well as
planning. him or herself. have a thorough understanding
sOMEONE WHO CAN
GET ON WITH JOB ONLY COMES TO ME WHEN ABILITY TO STEP BACK FROM THE
WITHOUT NEEDING TO THEN NEED TO BOUNCE DAY TO DAY AND NOT BEAVER
BE BABY SITTED EVERY THINKING OFF AN AWAY BLINDLY. SEE BIGGER
STEP OF THE WAY. OBJCETIVE SOURCE. CAN PICTURE AND NOT RESPOND
ABILITY TO THINK FOR RUN THEIR OWN EMOTIONALLY TO DIFFERENT
THEMSELVES, AND BUSINESS, ONLY NEED ME TYPES OF PEOPLE. MUST BE
THEN DISCUSS THEIR TO STEP IN WITH THE RESPECTED EVEN LIKED! BY THE
THINKING WITH ME VERY SENIOR CLIENTS EVERYONE
Someone who has
started developing their Starting to lead - not just
own thoughts and in planning, but having a
theories and acted upon real and integral role in all Someone who is leading thoughts,
it to 'prove' the validity aspects of client ideas, actions and inter-agency
of their ideas. relationship/disciplines. relationships.
steped from research
results to became a problem solution
interpretations, from provider, can leave
analysis to synthesis, him/her alone with clients,
from observations to suits & creatives without
insights to ideas any worries great motivator, agency advocat
Strategic skills and Strategic skills, initiative and new
Strategic skills. initiative. business development.
years of experience, experience
strategic thinking, with different clients and different
creativity, clear mind, presentation skills, political markets, political skills, knowledge
analizing skills skills on how to manage a groups work
strategic view of how to
maximize the agency
streghts to help the Preview what way the
client to achieve his client should lead before leadership and vast business
goal. he realizes. knowledge
strategic vision good experience good experience
fresh thinking creative strategic thinking creative strategic thinking
motivation opinion strong marketing knwoledge
interest team management skills team management skills
proactive mind leadership leadership
skills: selling skills,
project planning and Strategy consulting skills: Strategy consulting skills: selling
managing teams. selling skills, project skills, project planning and
Creativity and trend planning and managing managing teams. Client
research teams. Team management accountability
initiative. Comes to the
table with their own At this stage the planner
ideas, really thinks will have to be looking at
things through in the bigger picture - the This person can run multiple
advance (this is crucial) client's businesses. They businesses independently. They
Always walks into a are thinking beyond are leaders, they take the strategic
meeting thinking about consumers and creative - lead on any given project - map out
what happens next in they can see the 'why' and the objectives and challenges and
the process. APs are the context for all the develop the plan to solve them. As
'passengers' whereas initiatives. If you want to the CSO, I'm just there as back up
planners are drivers reach this level, start r and occasional a
That the person can
take full responsibility
for the brand, rather Same as above, but with Same as above, but with the ability
than do campaign better people skills and the to work the politics to get the client
planning. ability to win pitches. to love amazing politics.
The ability to apply an
innately curious and
creative mind to the real Assuming the prerequisites
world of business. To of a curious / creative
think on one's feet in a mind, the ability to craft
client forum and have stories from insights, aural
the presence to win over and written presentation Demonstration of the ability to
the attention and skills are already there - nurture and bring out the best in
confidence of a what really tips a planner more junior people. To direct
seasoned client or a into "senior" status is to people is management - to grow
cynical creative. An translate insights into people is leadership. A group
early indica compelling busine director needs to be a leader.
The 'weight' to run and
really direct the strategy
The ability to fly solo - and thinking on a piece of
with supervision but to business. Therefore needs
be given space to to have a full set of craft The experience to manage others
develop thinking and skills and the interpersonal and to work across several pieces
strategy themselves skills to deploy them with of business and guide the planning
rather than given tasks clients and the creative on them without doing it
to complete. director. themselves.
The ability to generate The ability to tell a story to The ability to lead a creative
insight from a fact set. a client. direction.
The ability to move from The ability to manage all The ability to run workshiops,
gathering observations aspects of a large Fortune ideation sessions and brainstorms
to developing insights. 500 client. with C-Suite.
The ability to recognise Ability to bring unique Ability to persuade clients on the
insights and perspectives to factual impact of their ideas on the client's
opportunities. data. business.
the ability to understand the ability to create a
the story behind the relevant story about one
brand brand the ability to make this story real
the basics of actual
planning, which might
sound simple (and i Global vision, the person
should), but here in should be able to combine
Brazil many people still practical skills i.e. data and
think planning is either research analysis with the the set of skills that could usually
market research or creative approach, keeping be found on an account person,
tactical campaign in mind the brand key regarding the understanding of a
operations vision clients' business
all the previous more strategical
the commitment and leadership, multi- jobs & vision and business-oriented
analysis ability innovative ideas abilities
Full capacity to "tell the
story" and generate
The hability to generate insights and ideas. Good
insights based in the presentation skills (to
immersion phase. More construct and present).
strategic analisys about Uderstand about brands All the above and also: capability to
competition and and its impacts in the handle a team; good client rapport;
consumer. Starting to business. Capability to pro-active; hability to see the "big
develop the hablity to develop good relationships picture" with clients; more
"tell a story", put a internally the agency to involvement in client's business and
presentation toguether. inspire tea results.
The link from a Jr.
Planner to Planner
should be made after at
least 2 years of planning
and after she/he shows Independence. Charisma.
important skills Perseverance. Project
improvement. management. -
the natural ability of a solutions and direction
problem solver oriented communication
audicity people mangement
thoroughness independent visonary
To promote an assistant
planner to a planner
would require honed
critical thinking skills Ability to write and present
that enable this person briefs. Analyze and present
to analyze data and data, bring together
assist in writing a multiple sources of Lead strategic thinking, ability to
creative brief. This information and provide manage team and budgets. Have
person should also be cohesive insights. The strong client and internal
ready to start senior planner must be relationships. Must be able to
presenting in front of able to manage client and motivate and lead teams through
teams. team relationships. strategic development.
Ways to make more money
to the company improving
Ways to organize, ideas, saving money, and Ways to lead an full group of
control and demand reducing time spent in people without needing my help or
tasks... tasks supervising
When he is ready and When he has a vision beyond the
When he is ready for the exceeding expectations for administrative and managerial his
office the office job description
Willingness to learn NA NA
Ability to lead clients.
Ability to lead account with
minimal supervision. Ability to lead accounts with no
Work independently. Ability to conceptualize and supervision. Contribute original
Understand how there innovate process and ideas to planning department and
work will be utilized as approach. Ability to lead agency. Set example for other
develop strategy as others to ideas. planners and agency. Mentor
such. Present to Understanding of effect of junior planners. Shepherd work
clients. Create ideas their work on all agency through entire development
that can lead work. and client users. process. Ability to adapt to chan
Work out project with
sole responsibility - of
course being supported
at every time when
there are questions or
topics to discuss. Being Handle clients with sole
confident with all responsibility, being the
planning tools and first contact person for the
having basic market client. Be able to coach Financial resposnibility, being able
research skills. Junior levels. to do aquisitions, leading a team
Ability to write a brief on
their own, enough face
time with client,
experience leading a big-
scale project, e.g. creative
campaigns, etc. Complex
Writing skills, qual and quant analysis. Proved thought leadership on
presentation skills, Ability to provide successful new business pitches.
basic qualitative and innovative input re trends Cross-discipline experience:
quantitative analysis. and new technologi creative, media, digital, consulting.