The Planner Survey 2010


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The results of the 2010 survey of planners around the world.

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The Planner Survey 2010

  2. 2. Author’s note The Planning Survey was born because I had a performance eval- uation coming up and I wanted to know if I was being paid fairly. Up to that point, I was guilty of what most women apparently do: not negotiating. But I couldn’t say with any certainty what was fair. So I set up a little Zoomerang survey and offered to share the re- sults with everyone who participated. 133 people participated that first year. I got a raise and so did a lot of the participants. “Don’t you think I’m at least average?” is a great way to approach those conversations. I went on to The Martin Agency in Richmond (192 participants the second year and 466 the third) and Crispin Porter + Bogusky in Miami and Boulder (798 participants that year). Then I was offered the opportunity to work internationally and moved to Amsterdam working for DDB and Tribal DDB (1217 participants last year). Now, I've just started as the planning director for StrawberryFrog Amsterdam and it feels like the 1578 people who took the survey this year are coming along with me for the ride. The survey has been an immensely positive experience for me, especially getting to know so many planners out there in the world. I love how we all get smarter together as we go. And now the Planning Survey is manned by a team. This year I was joined by Megan Averell of Hill Holiday Boston, Julia Lee of Señora Rushmore Madrid and Bori Toth of TBWA Berlin. I think you’ll soon see the difference that 6 extra hands can make. Your comments and feedback directly impact the questions we ask, so feel free to contact us via blogs, twitter, email. And I’ve connected to most of you on LinkedIn. This is a great way to reach out to other planners. Just send them a message – I’m happy to forward it along. As always, thank you for playing. Heather
  3. 3. The 411 1578 completed  surveys USA: 532 The Rest: 685 1217 completed  surveys 0 500 1000 1500 2000 Where do we work? Full-service Agency 58% - 7% since last year, still dropping Digital Agency 13% - 4% since last year Brand Consultancy 5% Other 5% Freelance/Self Employed 5% Creative Boutique 4% - First time adding this choice Unemployed 2% Multi-cultural Agency 2% Media Agency 2% Direct Agency 1% Client Side 1% Numbers don’t always add up to 100 percent due to rounding. Unemployed % of people With 2.1% (34 out of 1578) people out of work this year, compared months out of work to 2.5% last year, the economy appears to be doing better. More 1-2 35% than half of these are at the Junior Planner or Planner level. Most are optimistic, a few are unemployed by choice waiting to find the perfect gig post-baby or coming off a sabbatical. Planning feels in- 12% demand even by these folks, so we’ll not see them in line for soup any time soon. 3-4 5-6 20% 7-8 6% 9-10 9% 11-12 0% 12+ 18%
  4. 4. Participants by title: CEO 3% Global Planning Director 1% Head of Planning 18% Group Planning Director 14% Senior Planner 24% Planner 28% Assistant Planner 12% Participants by company size: Small Large Tiny 9% 38% Medium 19% 34%
  5. 5. What would you say is your company’s reputation in the Excellent Good Fair Poor ? Unknown industry? 27% 41% 22% 4% 6% Leading discipline 20% Higher than some, lower than others 33% How is planning perceived at your company? Equal 34% Still struggling for acceptance 13% What is the size of your ......... (at your office location) d ep ar tm ent ? 0 departments over 20 people in Brazil, 1 3-5 11-15 21-30 20+ size departments 11% 30% 9% 6% mostly found in the USA and London. 2 6-10 16-20 30+ 12% 22% 5% 5%
  6. 6. Salary Results - USA
  7. 7. Asst. Planner results - USA (+legend) type of agency and no. Total within who took survey 76 max. salary in group $71K salary $58,250 upper quarter years planning 1.5 3.7 years working $43,197 average 1.4 3.5 $31,889 lower quarter 1.4 4.1 min. salary in group $28K Small & Tiny Medium Large 26 21 23 $63,500 $54,250 $57,083 1.3 3.8 2 3.6 1 3 $43,769 $43,121 $44,148 1.4 3.4 1.8 3.6 1.2 3.2 $31,733 $32,200 $34,417 1.2 3.4 2.1 4.6 1.2 3.3 averages of previous years $39,580 $39,067 $38,219 $43,036 $42,334 1.3 3.5 1.2 3.4 1.5 2.7 1.6 3.3 1.6 3.7 2005 2006 2007 2008 2009
  8. 8. Planner results - USA (+legend) type of agency and no. Total within who took survey 170 max. salary in group $100K salary $77,830 upper quarter years planning 4.7 8.1 years working $57,671 average 2.7 4.5 $41,077 lower quarter 1.4 2.2 min. salary in group $25K Small Medium Large 69 49 42 $77,206 $82,750 $73,882 4.4 7.3 5.1 8.7 4.4 7.6 $56,829 $59,066 $58,237 2.6 4.3 2.9 4.8 2.5 4.2 $41,047 $42,600 $41,454 1.2 2.3 1.4 2.3 1.5 1.9 averages of previous years $60,198 $60,311 $58,476 $61,684 $58,573 2.9 5.5 2.6 4.9 2.6 5.3 3.1 5.4 2.9 4.85 2005 2006 2007 2008 2009
  9. 9. Senior Planner results - USA (+legend) type of agency and no. Total within who took survey 165 max. salary in group $220K salary $135,583 upper quarter years planning 6.3 12 years working $100,200 average 5.6 9.8 $71,865 lower quarter 4.7 8.1 min. salary in group $50K Small & Tiny Medium Large 53 43 56 $134,692 $125,590 $147,857 5.3 11.7 7.1 9 7.1 12.2 $106,127 $95,225 $109,598 5.2 10 5.7 8.6 5.6 9.7 $73,307 $69.900 $77,428 4.2 7.5 4.2 6.2 5.1 8.4 averages of previous years $83,926 $94,347 $104,084 $96,590 $101,154 5.3 9.5 5.9 9.9 6.0 9.7 5.9 9.8 5.9 9.8 2005 2006 2007 2008 2009
  10. 10. Group Planning Director results - USA (+legend) type of agency and no. Total within who took survey 130 max. salary in group $351K salary $241,227 years planning upper quarter 12.5 17.4 years working $166,469 average 9.9 15.1 $104,788 lower quarter 7.5 13.2 min. salary in group $54K Small & Tiny Medium Large 26 32 61 $212,000 $237,660 $243,000 10.3 14.7 9.4 16.9 13.1 18 $151,558 $165,556 $175,668 8.5 13.6 9.1 15.4 10.6 15.2 $98,000 $110,375 $114,917 4.1 6.9 6.1 7 7.6 12.4 averages of previous years $122,325 $157,310 $163,382 $168,879 $166,546 8.6 12.0 9.9 13.7 9.7 14.2 9.2 14.7 9.8 14.5 2005 2006 2007 2008 2009
  11. 11. Head of Planning results - USA (+legend) type of agency and no. Total within who took survey 97 max. salary in group $425K salary $307,395 years planning upper quarter 13.3 20 years working $193,198 average 10.9 17 $104,688 lower quarter 9.1 16.4 min. salary in group $78K Small & Tiny Medium Large 43 18 19 $209,114 $307,100 $375,400 11 16.1 15.8 19.8 10.8 16.4 $157,855 $217,694 $261,211 9.1 15.3 12.3 17.8 10.8 16.7 $103,682 $134,400 $160,000 7.2 15.8 9 13.8 8.6 14 averages of previous years $159,091 $172,188 $167,421 $181,159 $197,643 9.6 14.0 11.1 15.3 9.3 15.8 10.3 15.9 11.0 17.2 2005 2006 2007 2008 2009
  12. 12. Graduate school - USA (+legend) I continue to be suprised that graduate degrees do not appear to result in higher salaries. In my opinion, graduate programs such as Academy of Art University and VCU Brandcenter offer huge opportunities for personal growth. I do believe the Miami Ad School Bootcamp is a great way for natural planner-types to make a career change and get into planning. Asst. Planners  Asst. Planners  Asst. Planners  with Masters/ MBA  with BAs  with Bootcamp  17 48 11 $46,132 $57,083 $54,250 1.5 4.6 1 3 2 3.6 Planners with  Planners with Planners with  Masters/MBA   BAs Only  Bootcamp   31 58 32 $53,094 $61,426 $59,938 2.6 5.8 3 5.5 2.8 6.2 Sr. Planners with  Sr. Planners with Sr. Planners with  Masters/MBA   BAs Only  Bootcamp   38 129 46 $101,503 $100,462 $112,166 5.7 10.6 5.8 10.1 5.4 8.4 Group Planning Directors  Group Planning Directors  with Masters/MBA/PhD     with BAs Only  48 82 $161,917 $169,135 salary years planning 10.5 16.4 9.6 14.3 years working Head of Planning with  Head of Planning with  Masters/MBA  BAs Only  28 69 $184,304 $196,808 11.5 18 10.7 16.5
  13. 13. Location Salaries are not clearly linked to cost of living but there are certainly more planning gigs in the obvious places. MINNEAPOLIS Asst. Planners (4) : $44,025 Planners (6) : $56,000 Sr. Planners (2) : $80,000 Group Planning Directors (5) : $173,000 Heads of Planning (3) : $184,000 SAN FRANCISCO BOSTON Asst. Planners (10) : $50,600 Asst. Planners (6) : $40,500 Planners (22) : $66,295 Planners (5) : $64,300 Sr. Planners (12) : $123,730 Sr. Planners (6) : $96,883 Group Planning Directors (9) : $169,333 Group Planning Directors (3) : $164,667 Heads of Planning (10) : $237,050 Heads of Planning (3) : $142,667 LOS ANGELES NEW YORK Asst. Planners (6) : $36,317 Asst. Planners (19) : $45,395 Planners (17) : $60,618 Planners (48) : $58,942 Sr. Planners (13) : $94,107 Sr. Planners (54) : $103,727 Group Planning Directors (7) : $128,500 Group Planning Directors (66) : $185,705 Heads of Planning (8) : $173,125 Heads of Planning (38) : $213,333 TEXAS CHICAGO Asst. Planners (2) : $45,125 Asst. Planners (7) : $49,129 Planners (22) : $51,893 Planners (14) : $62,500 Sr. Planners (10) : $96,850 Sr. Planners (21) : $94,761 Group Planning Directors (10) : $149,500 Group Planning Directors (7) : $165,632 Heads of Planning (5) : $134,400 Heads of Planning (8) : $174,500
  14. 14. Gender - USA Wow. Salaries keep pace up until the Head of Planning level. There are twice as many women with this role and yet they are making 73 cents for every dollar a male Head of Planning makes. no. within who 26 50 took survey salary $44,869 $42,327 Assistant Planners years planning 1.4 3.3 1.5 3.5 years working 68 103 $58,909 $58,849 Planners 2.6 4.8 3.1 5 86 81 $99,920 $100,625 Senior Planners 5.4 10.1 5.9 9.6 69 61 $164,243 $168,988 Group Planning Directors 8.8 14.1 11.2 16.2 26 50 $216,957 $157,865 Heads of Planning 11.1 17.1 10.6 16.8
  15. 15. Beyond the US We had 896 completed surveys from the rest of the world. The blue area is a rough representation of the Planning Survey’s reach. Argentina: 6 India: 31 Russia: 3 Australia: 44 Indonesia: 10 Singapore: 12 Austria: 1 Ireland: 2 South Africa: 8 Belgium: 7 Israel: 3 Spain: 39 Brazil: 249 Italy: 7 Sweden: 7 Canada: 49 Japan: 4 Switzerland: 8 China: 11 Malaysia: 5 Turkey: 5 Columbia: 14 Mexico: 29 UAE: 2 Croatia: 2 Netherlands: 24 UK- London: 129 Denmark: 1 New Zealand: 5 UK- Other: 27 Ecuador: 1 Norway: 4 Venezuela: 3 Finland: 4 Peru: 2 Latin America:: 4 France: 29 Philippines: 1 Asia: 4 Germany: 51 Portugal: 9 Middle East: 3 Greece: 2 Romania: 14 Others: 21
  16. 16. Salary Results - London Exchange rate at time of survey: 1 U.S. Dollar = .67 British Pound
  17. 17. Asst. Planner results - London (+legend) type of agency and no. Total within who took survey 7 max. salary in group £30K salary £30,000 years planning upper quarter 1.5 2.25 years working £24,714 average 1.4 1.8 £20,000 lower quarter 1 1 min. salary in group £20K Medium Large 2 4 £32,000 £25,000 1 4 2 2 £27,000 £22,750 1 2.5 1.4 1.9 £22,000 £18,000 1 1.5 1 1 average of previous year £24,072 1.6 2.8 2009
  18. 18. Planner results - London (+legend) type of agency and no. Total within who took survey 26 max. salary in group £55K salary £50,666 years planning upper quarter 3.5 8.3 years working £37,250 average 2.8 5.6 £27,000 lower quarter 2.3 3 min. salary in group £24K Small & Tiny Medium Large 12 4 9 £50,333 £53,000 £41,000 3.3 6.6 2 10 1.5 6 £35,076= £46,500 £36,277 2.8 4.8 3.5 10.2 2.5 4.6 £25,666 £33,000 £28,500 1.6 3.3 3 10 2.5 3.5 average of previous year £36,584 3.2 4.9 2009
  19. 19. Senior Planner results - London (+legend) type of agency and no. Total within who took survey 34 max. salary in group £100K salary £86,125 years planning upper quarter 6.3 10.4 years working £63,711 average 5.2 8.8 £43,925 lower quarter 4.6 6.9 min. salary in group £40K Small & Tiny Medium Large 13 6 14 £77,500 £74,000 £91,500 6.1 10.5 7 8 9.3 5 £61,700 £63,285 £64,385 5.6 8.9 5.4 9 4.7 8.7 £43,000 £50,000 £44,850 4 6.7 6 6.5 6 8 average of previous year £56,081 5.3 9.5 2009
  20. 20. Group Planning Director results - London (+legend) type of agency and no. Total within who took survey 19 max. salary in group £125K salary £116,250 years planning upper quarter 11 17.3 years working £87,842 average 9 13.7 £58,500 lower quarter 4.8 9.3 min. salary in group £50K Small & Tiny Large 5 14 £100,000 £113,750 10.3 14.7 12.3 17.3 £91,250 £89,571 8.5 13.6 9.9 14.6 £62,500 £64,750 4.1 6.9 5.5 10 average of previous year £87,857 9.9 17.7 2009
  21. 21. Head of Planning results - London (+legend) type of agency and no. Total within who took survey 35 max. salary in group £175K salary £145,875 years planning upper quarter 11.3 17 years working £104,142 average 9.1 14.5 £53,875 lower quarter 5.4 6.6 min. salary in group £41K Small & Tiny Medium Large 16 4 13 £126,250 £150,000 £158,333 7.3 11 10 15 14 15.3 £84,250 £118,750 £120,153 7.2 11.3 11.8 14.8 10.4 17.2 £47,750 £100,000 £81,666 6 6.25 13 15 9 15.6 average of previous year £87,857 9.9 17.7 2009
  22. 22. Gender - London The London gender comparison seems very fair to me. There aren't quite as many people to count on the results, so the Senior Planner area is one to watch. no. within who 4 3 took survey salary £24,250 £25,333 Assistant Planners years planning 0.9 1.5 2 2.2 years working 13 12 £36,500 £38,125 Planners 2.6 5.6 3 5.6 20 15 £67,233 £57,200 Senior Planners 5.3 9.3 5.1 8.3 13 5 £87,785 £88,000 Group Planning Directors 8.1 12.7 11.6 16.2 28 5 £105,172 £99,166 Heads of Planning 9.3 15.2 8.3 10.8
  23. 23. Salary Results - Brazil Exchange rate at time of survey: 1 Euro = $R 2.219 1 U.S. Dollar = $R 1.771 1 British Pound = $R 2.679
  24. 24. Assistant Planner results - Brazil (+legend) type of agency and no. Total within who took survey 54 max. salary in group R$52K salary R$43,458 years planning 2.3 5.0 years working R$24,492 1.9 3.9 R$12,003 1.8 3.5 min. salary in group R$7.5K Small Medium Large 29 5 20 R$44,057 R$39,930 2.1 4.7 3.0 5.0 R$24,629 R$26,420 R$23,811 1.8 3.7 1.6 5.0 2.1 3.8 R$12,214 R$12,108 1.5 3.4 1.9 2.8 average of previous year R$23,763 1.8 4.2 2009
  25. 25. Planner results - Brazil type of agency and no. Total within who took survey 82 max. salary in group R$170K salary R$90,927 years planning 3.9 9.5 years working R$49,016 2.9 6.4 R$18,848 2.0 4.1 min. salary in group R$10K Small Medium Large 54 9 16 R$79,150 R$87,250 2.9 9.2 4.0 8.5 R$42,273 R$78,871 R$57,950 2.6 6.2 4 6.9 3.5 6.9 R$17,376 R$31,650 2.1 3.9 2.1 5.5 average of previous year R$49,500 3 6.7 2009
  26. 26. Senior Planner results - Brazil type of agency and no. Total within who took survey 56 max. salary in group R$240K salary R$149,036 years planning 6.2 11.5 years working R$88,209 5.2 9.6 R$41,352 4.7 8.3 min. salary in group R$23K Small Medium Large 31 7 16 R$134,500 R$168,000 5.9 12.6 5.3 8.5 R$75,298 R$85,329 R$115,823 5.0 10.1 5 8.6 5.4 8.4 R$37,000 R$62,918 5.0 7.9 4.3 5.5 average of previous year R$101,512 5.1 10.6 2009
  27. 27. Group Planning Director, Head of Planning and CEO results - Brazil type of agency and no. Group Planning Head of Planning CEO within who took survey 34 28 3 max. salary in group R$514K R$626K R$240K salary R$354,877 R$477,996 years planning 6 13.8 12 20.6 years working R$184,663 R$215,589 R$216,666 6.8 12 7.1 14.1 8 11.3 R$68,600 R$48,494 7 12.2 3.8 9.8 min. salary in group R$60K R$30K R$65K R$156,880 R$283,427 R$220,000 average of previous year 6.9 11.1 7.5 15.3 7.0 13.6 2009 2009 2009
  28. 28. Gender - Brazil Beyond the Assistant level there were many more male than female planner participants. However, and surprisingly, women are better paid than men across the board. no. within who 27 27 took survey salary R$22,797 R$26,187 Assistant Planners years planning 1.9 3.6 1.9 4.1 years working 55 27 R$47,322 R$52,467 Planners 2.8 6.3 3.1 6.5 42 14 R$81,469 R$108,429 Senior Planners 4.8 8.8 6.2 11.9 13 9 R$146,423 R$239,898 Group Planning Directors 7.2 10.8 6.2 13.7 19 9 R$200,520 R$247,400 Heads of Planning 7.2 14.2 6.9 13.8
  29. 29. Freelancers Only for US planners due to number of participants.
  30. 30. Planner results - USA } 1. 400/day $46,500 salary 2. 400/day (8 hrs) Freelancers shared 3 2 3. 125/day their average hourly years planning or day rates. 3.2 8.2 4. 75/hour years working 5. no answer Senior Planner results - USA 1. $650/day $85,142 2. $650-$800/day 2 7 3. $1000/focus group 4. $200/hour 9.4 17 5. $75/hour or $500-$1500/day depending on project 6. $50/hour 7. $150/hour 8. $75-$200/hour (80% of projects at lower range) 9. $1100 per day Group Planning Director results - USA 1. $100/hr or $1000/day $161,200 2. $700/day 3 7 3. $1500/day 4. $100/hour 13.1 16.7 5. $1500/day 6. $200/hour or $1500/day 7. $200/hour 8. $900-$1200/day but up to $3000/day for moderating 9. $1750/day 10. $1250-$1750/day Planning Director results - USA 1. $1000/day $181,857 2. $800-$1250/day 8 6 3. $75/hour + expenses 4. $85-$150/hour 14.5 20.1 5. $1500/day 6. $100/hour 7. $2000/day; longer projects $1300-$1500/day 8. $2000/day 9. $350/hour $3000/day 10. $2500/day 11. $1800-$2000/day 12. $200/hour 13. $2500/day 14. no answer
  31. 31. Best/Worst things about working for yourself Freedom: Control over quality and quantity. Unpredictability: Constant worry about when and if the next assignment will come along, Flexibility: Freedom of schedule. The ability to man- mercurial nature of projects. age time and have full control over capacities and to decide what to work on. Being able to Lack of sparring partner: No team, no mentor, manage a healthy work-life balance. no partner to bounce ideas, solitary, lack of social interaction, no steady pay. Less politics, no drama: Less stress, no unnecessary meetings, more time to actually No benefits: Health insurance, paid holidays. do the work. Lack of time management. Wide range of projects and clients. Logistics: You have to be planner, account Expanding experience. executive, messenger, creative director, administrative. Gaining exposure to different ways of thinking. Having to pitch all the time. Overall: Freedom was the ultimate reason behind going freelance. Freedom to make decisions, freedom of schedule, freedom from the office bullshit and politics, and the freedom to do things in their own way. How Much 10 15 20 25 30 35 Think about your work capac- 0 5 ity over the past year. Which % best describes how much work Work I Had you've had if 100% is how much work you wanted? (Among all 0% 2% freelancers) 25% 14% 50% 17% 75% 31% 100% 23% 125% 9% >125% 4%
  32. 32. Freelancers – Advice before going freelance (USA) These quotes are really insightful for anyone considering the freelance route. IT'S ALL ABOUT CONTACTS Make sure you have the clients to support your- self. Nothing is as important as real personal connections. If you don't have those, don't jump. It isn't enough to be liked by your clients and have friends at other agencies. There is a long proc- ess to market yourself as an individual. First build up your network of possible clients among your current co-workers. By being a pleasure to work with, over-delivering, being a great partner/team member. Start with a client and find a partner who ORGANIZE YOUR FINANCIAL SITUATION brings a complimentary ethos. Know what you need to earn to cover your costs and understand exactly how the tax sys- tem works. Make sure that you have at least 6 months worth of income saved up for the slow periods. Consider the "overhead" in your hourly rate; going out on your own is great, but it will cost you more than you think. Quote a high rate then negotiate - many clients are willing to pay more for your skills. Then stretch those paychecks because you never know when the next one comes. Sometimes it is months be- tween an interested client and the first check. MAKE SURE THERE’S A NEED FOR YOUR SERVICES Start to develop skills/products that you can take with you and sell. Much of the work done at an agency requires the collaboration of many people, but you will only be able to offer yourself. What can you do, as an individual? How will you market those abilities? Try to get clear on what they really expect and what you can really offer. Don't be shy about get- ting the money that you feel is appropriate for your task - or even more. Don't assume you have to give a "cut rate" be- cause you're learning. Also, when you don't know how to do something emphasize your knowledge of process and getting to a solution rather than the actual knowledge base. Keep copies of briefs, strategy docs, creative outputs, and results on every project you work on. Be prepared to push yourself to learn new things or you'll become obsolete very quickly. Also, having really broad experience across numerous categories is the only way to survive...with special expertise in the "big spending" categories like fast food, automotive, personal care, healthcare, etc. IT IS NOT FOR THE UNDISCIPLINED Be flexible and honest about what you can (and can- not) do. I would only advise someone to go out on their own if they can truly "go with the flow" and have the kind of personality where they can embrace differ- ent agency cultures and fit in have to bring your own thinking to every project but also have to me mindful of "their" way.
  33. 33. Freelancers – Advice before going freelance (Outside USA) BE AND STAY VISIBLE Build your network before you make a move and once you've made your move, make sure every- body knows. You should know a lot people to book you. So best is to start working in some big agency with few planners. Also you should have been in one of the "hot shops", because especially these guys only book planners who have been "there", too. Spend time on your network and never let a contact go cold. Small agencies with no in-house planning are often a better source of business than big ones with lots of planners on staff. SELL SOMETHING MORE THAN PLANNING Advertise yourself. Be brilliant. Leave them wanting more. Be interesting. Always phone - never email. Don't be too afraid to over-sell yourself. Be flexible in your offer. Build data- base of studies, presentations, information and bookmarks. If there's something you believe you are unique in, go market it, and stick to it. YOU HAVE TO BE ABSOLUTELY COMMIT- TED, RESPONSIBLE AND ORGANIZED TO MAKE IT WORK Get used to being really busy or really quiet but not much in between. And check if you like to work alone and all by yourself and if you have enough self-discipline! Don't expect to be treated as one of the team, often the agency board sees you as a cost they have to carry because their business is fluctuating, rather than a flexible asset. When you easily outper- form their perm staff, it makes the board very uncomfortable. So do a great job with modesty. START AFTER YOU HAVE SAVED SOME Don't do it unless you have no significant financial commitments.
  34. 34. Finding a Job Thinking of recruiters, which ones, if any, are the best at helping planners find jobs? USA Less than half of the respondents had experience with recruiters. The most popular were: Ada Alpert: “Extremely responsive and well-connected with major agencies.” Tangerine: “They are very well connected and have a line into most good agencies.” Pete Gagliardi: "The man. Period. He cares about your life and your entire career and who you are, not just about placing you in a role." Barbara Shorenstein: “Very fast, caring and knows how to make a good fit.” Talent Business: “Talented staff. Many were planners so they understand the role.” Lee Weil: “Gets to know you personally and only sends you to interview at places you're a good personality/work fit for.” BRAZIL Only a few people knew about recruiters that are familiar with planning. The majority of these answers mentioned the Brazilian Planning Group as the most effective way of finding a new job. Talent Business: “Their reputation is great.” Isabel Arias: “” (only mentioned once). Michael Page: “Is starting here in Brazil to do some work in agencies and looking for planners in the market.” (only mentioned once) UK The number of people who know recruiters is still surprisingly low. Talent Business: “They seem to care about placing you at the right place, not just to get cash, they understand the long game.” Copper: “Personal relationship, cares and listens.” Major Players: “They make it their job to improve your interview skills and offer you jobs most suited to your skill set.” The Garden Partnership: “They seem to want to find you the right role.” Denise Williams: ”She takes the time to get to know you and only puts you forward for jobs that'd be suitable.” LizH: “Considered guidance vs whoring me out to everyone who has a vacancy.” Some popular recruiters in the rest of the world: AUSTRALIA - The Ladder: “Very knowledgeable and give really solid advise.” CANADA - Grapevine: “More helpful than other recruiters I met with and assisted me with finding this particular role. Time is taken to find a suitable fit.” GERMANY - Dwight Cribb Personalberatung GmbH: “Because of their digital competence.” INDIA - Neela Joglekar: based in Mumbai. "What I really like about her is the drive and persistence with which she approaches openings and candidates.” SPAIN - BPM: “They are a reference in Spain.” Overall I found my current job: Compared to networking and knowing the right people, working with a recruiter is an option only for a minority of planners. Through someone I know contacting me 39% There is strong skepticism against recruiters, peo- ple tend to not trust them. Through a recruiter 19% When it comes to planning directors hiring a recruit- ment agency to fill vacancies, only the infinitesimal minority considers it as an option. Mistrust and lack Through my own effort contacting the company 21% of competency came up as issues. From a job posting 6% 15% Other (Internship, started own business, HR contacted me)
  35. 35. Planning what? Thinking about your projects over the past year, which of the following were a part of your work? 10 20 30 40 50 60 70 80 0 PRINT 73% TV 65% MICRO-SITE 61% FACEBOOK 60% BANNER ADS 55% WEB PLATFORM 55% OUTDOOR 51% TWITTER 46% EVENT 45% YOUTUBE 40% RADIO 39% MOBILE APP 32% BRANDED UTILITY 28% GUERILLA STUNT 27% SEEDING 25% Write-ins for “other” most often included direct, retail, OTHER 16% product development, and design
  36. 36. How many Twitter followers should I have? If you’re looking for the average, here are the numbers (among those who have at least one follower). USA / INTL Assistant Planner 169 / 210 Planner 192 / 335 Senior Planner 213 / 246 Group Planning Director 141 / 234 Head of Planning 353 / 479 CEO 1299 / 710 Blogs and Twitter Not that I have any more head space to read another planner USA / INTL blog, but I was surprised to see No blog 43% / 37% such a large chunk of people Have one I never update 13% / 12% breaking this planning command- ment. I also think it’s interesting to Have one I rarely update 16% / 17% see the US lagging behind a bit on I blog monthly 11% / 13% blogs and significantly with Twitter. I blog weekly 12% / 17% I blog daily 5% / 4% No Twitter ID 15% / 9% Have an ID, but I never tweet 20% / 14% Rarely tweet 16% / 11% Occasionally tweet 18% / 21% Frequently tweet 27% / 39% I just tweeted about this question 4% / 7%
  38. 38. Reasons for leaving your job Below is an example of a resignation letter based on your survey answers, in order of importance. Some choice verbatims “My former boss was a schizofrenic (sic) and wanted me to be part of some obscure cult with him as the idol” “Planning was a trophy in a cabinet, wheeled out for pitches but never valued or used internally” “Fight off laziness” “Was stagnant” “Shitcanned” “My salary was almost symbolic”
  39. 39. How do we feel about our jobs? We like our jobs quite a bit. But we don’t stay in them very long: we’re on the move after a year or three. Do agencies even give a shit about retention? How much do you like your Hate it - 2% current job? Don’t like it - 9% Like it - 33% Have you changed jobs in Really like it - 37% the past 12 months? Love it - 19% How likely are you to Not at all likely - 30% change jobs this year? Somewhat unlikely - 16% YES Neither likely or unlikely - 15% 35% Somewhat likely - 21% NO Very likely - 18% 65% How long have you 6 months or less - 22% worked at your current company? 1 year - 19% (Round to the closest number) 2 years - 19% YES=32% last year 3 years - 14% 4 years - 8% 5 years or more - 18% How do we feel about planning for the rest of our lives? 20% 25% 18% 24% 12% Enthusiastic Moderate Steady as Mild Complete levels of levels of she goes exhaustion exhaustion energy energy Not planning babies When I start working on Pampers, I’m certainly not going to be getting my diaper insights from you. And ladies, do our agencies slip birth control into the coffee? I have children living at home: Men Women 27% True 20% True 73% False 80% False
  40. 40. Strong planners In your opinion, which one agency has the strongest planning group? Making this a closed-end question and offering "don't know" as a choice made it shoot up to the number one response this year. Not much has changed since last year, except Fallon and Anomaly have swapped places with JWT, and Ogilvy makes an appearance based on write-in votes. I hope this year I can show you why StrawberryFrog should be on your list. Don't Know 20% 15% 15% 12% 11% 7% 4% 3% 2%
  41. 41. Awesome Planners Last year I asked who we all think are the most respected planners – the ones we’d most want to work for. This year I asked who we think are the unsung heros. The planners that are too busy being awesome to be famous. This was not meant to be a popularity contest. In fact, if you misunderstood and put down one of last year’s most famous planners, I’ve not included them here. This list is a little pat on the back from the planners who work next to you and notice that you’ve got the goods. @litmanlive Bogdana Butnar Definitely my boss, but she'd kill me if she Ilana Bryant at StrawberryFrog @deborahmarino Bradley Kay ended up in the survey results :) Irene Knoth @stellawongo Brandalise Denise Fedewa - Leo Burnett Irina Lapin, Grey Aaron Dignan Brandon Murphy - 22squared Desmond Marzette (W+K Portland) Isabelle Defrancesco Achim Rietze Brent Nelsen, Leo Burnett, Canada Devika Bulchandani at McCann Issac Jacob Adam Broitman Brian McCarter (Freelancer) Dick De Langue Ivan Askwith Adam Chorney at Fallon Brian Wakabayashi Dick Steel Ivomarcos Vieira Adam Crandall Britton Taylor Diego Kerner Jack Dyan Adam Ferrier Brooke Skinner Dino Demopoulos Jack Perone Adele Meyers (Porter Novelli) Bryan Smith (BBH) Djanoe Aryanto Jacob Braude Aditya Kanthy Bud Caddell Dom Boyd, DDB London Jaime Kalfus Adla Fayad Busty LaRue Domenico Vitale Jaime Stein - Arnold Adrian Barrow C. K. Prahalad Don Longfellow (Innocean, formerly of Jaime Troiano Adrian Fogel LeoBurnett Chicago Caio Del Manto Saatchi and Y&R) James Hurman (Colenso BBDO, Auckland Adrian Ho Caio Delmanto Dorothee Rein NZ) Adriana Bombonato Cameron Maddux Dustin Johnson James Lou Aisea Language Camila Holpert Dylan Williams Jamie Shuttleworth Alain Sylvain (Sylvain Labs) Camilo La Cruz Earl Cox Jamie Webb Alan Snitow Carla Sá Ed Beard at LBi Jan Chip Chase Alasdair Lloyd Jones Carlos Abbud Ed Cotton Jan Westcott - Energy BBDO Chicago Aldo Pini Carlos Henrique Villela Eduardo Lorenzi Jared Folkmann Alejandro Cainzos Carolina Roxo Eike Koening from Hort. He doesn´t describe Jarett Hausske Alex Grossman Caroline Krideit, TAXI himself as a Planner but he defently is one. Jaron Lanier Alex Marquez Caroline Simpson Emily Bain, Toronto Jasmin Cheng Twist Image Alex Mimoun Carolyn Hall Emma Cookson Jason De Turris (JWT New York) Alex Pallete Casey Ingle Eric Descombes Jason Gonsalves Alex Pasini Catherine Heath Eric Fernandez Jason Oke Alexander Chung Catherine Kolodij, Allen & Gerritsen Erik Jansen Jason Parker Alima Wheeler Celine Dallas Erika Chance Javier Suso Alison Bonner Chantelle Begley Erin Tait Jay Pattisall- BSSP Alison Segar Charles Frith Erwin Airlangga Jeff Kenyon Alison Stewart Charles Vallance, VCCP Etty Abadi Jeff Paiva Alistair Beattie Charles Wigley Everyone at TRG - there are amazing plan- Jeffrey Blish, Deutsch Allan Alves Charlie Robertson, Red Spider ners here that don't often get the spotlight Jen Patterson Alnoor Ladha - Purpose Campaigns Charlie Snow, DLKW London Fab Redhill Jen Small at Cole&Weber Aluisio Pinto Cheryl Bailey Fabiano Coura Jennifer Dellapina Amanda Latifi Chris Baker Fabio Buresti Jennifer Ganshirt Ambi Parameshwaran Chris Barredo Fabio Buss Jennifer Zimmerman Amelia Torode - VCCP Chris Gallery Felipe Bertrand Jeremy Holden Ana Martin Chris Snook Felipe Senise Jeroen de Bakker Ana Paula Cortat Chris Spencer Fernand Alphen Jerry Steele, DIGITAS Anastasia Toomey Chrissie Graboski Fernanda Flandoli Jesse Bayer Andrea Ring Christian Cocker, Deutsch Fernando Cardoso - br4|marketing Jill White Andrew Aquino Christina Raia Fernando Diniz @ YR Jim Carroll, BBH Andrew Dawson at R/GA Christopher Dimmock Fola Williams Jim Franzen Andrew Edwards Christopher Owen - The Richards Group Francis Anderson Jim Lucas Andrew Gardner Chrsitina Raia Frank Bethel Jim Sheehy Andrew Hovells Cintia Gonçalves, AlmapBBDO Fred Sarnblad at BBH Jimena Toledo Andrew McCowan, Planning Director, JWT Claudia Salzmann Fritz Kuhn Jing Villacorta Sydney Clay Langdon Gabriel Borges João Gabriel Fernandes Andrew Moss Clay Parker Jones Gabriela Arriaga (México) Jody Thomas at RPA Andrew Teagle Cliff Courtney Gabrielle Muse Joe Gray, Leo Burnett Andy Grayson Clive De Freitas Gard & Paul at VML Joe Nio Andy Jones (formerly Ogilvy) Colin Mitchell Gareth Ellis, Saatchi & Saatchi London Johan Östlund, DDB Hong Kong Andy Lear Colleen Decourcy Gary Stein at Isobar Johannes Schneider Andy Lindblade Conn Fishburn Gavin Heaton John Gerzema Andy Walsh @ MediaCom London Cory Pelletier Gem Romero John Grant Andy Whitlock Craig Elston @ Integer Geoff Director John Griffiths Angela Jones Craig Mawdsley George Bryant John Heath @ Gotham Anibal Casso Crystal Merritt George Scribner John Kottman Anomaly's planners Crystal Roubadeaux Gerard Smith John Shaw, Ogilvy Global Planning Director Antonio Quijano Dagny Scott Gil Aranowitz John Thorpe Ardi Telli Dan Carlton, the Paragraph Project Gilberto Della Giustina John V Willshire (PHD) Ari Nave Dan Cherry (Anomaly) Giles Hedger John Woodward Arvind Mohan - Chief Strategy Officer Y&R Dan Goldstein, TBWA Chiat Day Gisela Toledo Johnny Bauer @ Droga5 India Dan Hill Gisele Jordão (3d3 - Brasil) Jon Howard Quiet storm London Arvind Srivastava, head of planning Ogilvy Dan Landin Graceann Bennett Jon Storey (not exactly unsung, but not so KL, Malaysia Dan Ng Graeme Douglas visable as many) Ashley Alsup Dan Sutton Griffin Farley Jon Tipple Ashley Connors Danah Boyd Guillermo Navarro Jon Wade - Head of Digital Planning at Ashley Yetman Daniel de Tomazo Gustavo Donda Wunderman London Asi Sharabi Daniel Joseph Gustavo Foldvari Jonah Disend Asi Sharabi Daniel Ribeiro - Almap BBDO Gustavo Lotufo Jonathan Brown at Publicis Notorious Atan Burrowa Daniel Rios Gustavo Otto (London) Austin McGhie Daniel Teng Guy Mijola Jonathan Daly, Saatchi Asia-Pacific Avin Narasimhan Daniel Walloch Guy Murphy Jonathan Fletcher Ayesha Wallawalkar Darcie Shively Hamish Chandra Jonathan Isaac Baysie Wightman Darren Savage, RGA Harlan Kennedy Jonathan Lum Belle Frank at Y&R NY Dave Mccaughan Hashem Bajwa Jonathan Sadlowe Ben DiSanti Dave Snell Hattie Booth Jonny Lang in Singapore seems pretty damn Ben Fielding Dave Weaver Heidi Hackemer, BBH good Ben Kay, RKCRY&R David Amers Helen Lawrence at Dare Jorge Perez-Holder (Leo Burnett Mexico) Ben Kunz David Eastman, JWT Helge Tenno Jory Edmunds Ben Richards David Grzelak - Engauge Henni Sanft, Doner Josep Hernandez, Wunderman Ben Shaw David Hackworthy Henry Kozak, BD Network Josh Chambers Benevenuto at RGA David Hudson Henry Mintzberg Joyce Simmons Benjamin Le Clercq David Laloum, Y&R Brasil Hernán Ponce Juan Isaza DDB Mexico Bernardo Geoghegan (Argentina) David Lavietes Howard Roberts - Saatchi & Saatchi Judy Flanagan Bertrand Cesvet David Measer Huw Gildon Julian Smith Beth Fetzer David Page Iain Tait ex poke now W&K Julie Burke head of insights at fallon Beth Knight David Sandström Iain White, JWT Bangkok Julie Liss Bob Mazerov David Terry Ian Foulds Julie Smith
  42. 42. Julika Prenzel Marilia Brugnolo - ID/TBWA Pat Palmer Shelley Brown, zig ideas Julio Ribeiro Mark Hancock Patrick Palmer Shireen Jiwan Jura Craveiro Mark Lewis Paul Barnett Sidney Bosley Jurandir Craveiro Mark Miller at Team One in Los Angeles Paul Colman Sigrid Jakob Jurene Fremstad Mark Pollard Paul Gage Simon Law Justin Graham (BBDO) Mark Renshaw Paul Gilberto Sonya Shmatova Justin McMurray Mark Rukman Paul Graham Sreenesh Bhat Ogilvy India Karan Gera Mark Sherrington Paul Isakson Stacey Grier at DDB SF Karen Heumann Mark Silverman Paul Matheson Stacey Lesser Karen Sharp - Arnold Mark Simmons Paul Parton Steffen Stäuber Karin Knutson Mark Turner - SSLA Paula Ausick Sten Braathen, Kitchen / Leo Burnett Karl Long Martin Bishop Paula Lagrotta from NBS Brazil Stephanie Ouyoumjian Karl Turnbull Martin Karaffa Paulo Macari Stephen Farquhar Kasha Lewis Martin Ramos Pedro Costa (AFRICA – Brazil) Stephen Griffith Hahns (Mullen) Kasia Molenda Martin Weigel, Wieden + Kennedy, Amster- Pedro Porto, from brazilian agency AFRICA Steve Bullock - a real 360 planner Kate Rutter dam Pele Cortizo-Burgess Steve Walls Kate Waters Mary Mills Pérola Freeman Steve Zaroff Katherine Wintsch - The Martin Agency Matasel from Romania's Leo Burnett agency Pete Heskett Steven Hopkins Katherine Zeng Matt Butcher Peter Clements (CHI) Stewart Young Kathy Kline Matt Herrmann (formerly GSP, now McCann) Phil Graham - Mother Straith Schreder Katie Chatfield - Australia Matt Herrmann (McCann) Phil Jackson Stuart Smith (W+K NYC) Katie Conway at Tattoo Matt Jarvis at 72andSunny Philip Sheldon Sub Nijjar Katie Dreke Matt Mattox Pierre Coulier Sunaina Gupta Katie Harrison, BBH Matt Milan Pratik Thakar Suresh Nair, Grey Kay Bradley Matt Saunders Rachel Hatton Susan DeSimone - Freelance planner/Mpls Keid Sammour (from CUBOCC) Matt van Hoven Rachid Kanaan Susan Kaufman, Minneapolis Keith Newton Matt Williams Rafael Barreto Susan Small-Weil, The Seiden Group Kelle England Matthew Milan (former planner, now owner Rafael Jardim (Talent - Brazil) Suzanne Powers @ TBWA NY Kelli Robertson AKQA of Normative) Raj Gupta Sveta Doucet, Profero NY Kelly Eidson Matthias Breitschaft Ralph Bennewitz Sveta Srinavasan Kelly Evans Pheifer Matty Tong Ramon Olle, Spain Taylor Standlee - consultant Kelly Schoeffel Max Heilbron Ramon Valadez Ted Florea @ GSP - brilliant, if a bit unpre- Kelly Thompson Carmichael Lynch Maxine Thomas - Taxi Raphael Barreto (DPZ/Brazil) dictable Ken Hollander, DDB New York McCann Erickson Planners Ray Kurzweil Teresa Harris - Saatchi New Zealand Ken Muench me Rebecca Matovic The head of planning at Mother Kenji Summers me Rebecca Munds, CHI and Partners, London The Integer Group Kerry Stranman me Rebecca Stambanis The Martin Agency Planning Department Kevin Brockenbrough me! Reema Vyas The Preston Kelly Team, and Colle+McVoy Kevin Dundas me, of course. Rei Quinto (Wunderman Brazil) Thorsten Kremser Kevin Nelson at McCann NY Me. Reid Evans Tiago Stachon Kevin Rothermel Me. hahahaha Remi Marcelli DDB Paris Tiffany Graeff at Saatchi NY Kevin Sugrue Meg Way Renata Bokel Tiffany Kenyon Kiran Vaswani Mel Barden Rene Baquero Tim Hollins Kirsten Recknagel Merry Baskin Renee Quan Tim Malbon, Made By Many Kirsty Higgins Meryl Freeman Rhea Curry Tim Maleeney @ Ogilvy NY Kirsty Saddler Michael Angelovich Richard Dunn Toby Horry Koishiro Tanaka Michael Chapman Richard Kelly (Lowe) Tom Callard Kristen Cavallo Michael Deszo (JWT) Richard Pentin Tom Donovan Kunal Jeswani Michael Fanuele, Euro RSCG NYC Richard S Bell Tom Han Kunal Muzumdar Michael Hastings-Black Richard Santiago (Arnold) Tom Morton TBWA Lachlan Badenoch Michael Llewellyn-Williams Richard Storey Tom Naughton Lance Hill Michael Ramah (Porter Novelli) Rick Leibling Tony Evans Lara Lew/TBWA Brazil Michael Udell Rita Almeida Tracey Follows, VCCP London Lars Friberg Michael Zorn Rob Campbell Trevor Harvey - TBWA London Laura Chiavone Michel Lent Rob Collins Uli Kurtenbach Laura Tan Mick McCabe Rob Klingensmith Undercurrent Lauren Puglia Miguel Velhinho Rob Perkins Valerie Henaff Lauren Tucker Mike Arauz Rob White Verra Budimlija at G2 London Laurence Horner (at Mother London) Mike Cox Roberta Carusi Vicky Aloneftis Leandro Ogalha Mike Daniels Roberto Justus Victor Marx Lee Daley Mike Doody at Publicis Robin Hafitz Victoria Kaulbeck Lee Maicon Mike Gaertner, Loomis Group Rocio Fernandez (Dieste) Vincent Garel (TBWA Paris) Lee McEwan Mike Reeder Rodrigo Maroni Vincent Thome Leeann Leahy at Lowe Mike Ronkoske Roger Gagnon at Critical Mass Vishal Sharma Leila Fernandes Milo Chao (DDB Hong Kong) Rogério Colantuono Vivan Vianna Leka Pinheiro Mimi Wheeler Rohit Srivastava - Head of Planning Contract Vladimir Jones Leon Phang - The Planning Lab - Jung von Min Hee Lee Advertising Mumbai Walt Barron Matt Mindy Price - not known, but excellent Rose Cameron - Euro RSCG Chicago Walter Longo (Newcomm Group - WPP) Leona Frett Mollie Partesotti Ross McLean- DraftFCB Wanda Pogue - Saatchi & Saatchi NYC Lesley Bielby most of them Rowena Alston Whoever helped plan Dos Equis Lesley Walsh MT Carney Ruby Sheng Will Humphries Leslie Stone My collagues in BBDO and Saatchi&Saatchi Ryan O'Connel - Clems Sydney Wojtek Szumowski at CP+B (US) Liana Chang, W+K Croatia Ryan Wilson xavier charpentier Libby Anderson Naomi Mersky Said Schneider (working mainly for the Pall Yee Thong Wong Lindsay Ellerby Natalie Anderson Mall brand, currently at G2, Germany) Young Lee Lindsey Allison Natalie Horne Sam Alonso Zach Lev Liron Reznik at Skinny Natasha Jakubowski Sam Ismail Lisa Killbourn Nathan Gray Sandy Burns at Red Spider Lisa Rios Neal Arthur Sandy Thompson Lorenzo Bresciani at Lowe London Neil Hourston, Grey London Santosh Desai Louise Nolder Neil Perkin Sara Bamber Luca Roselli Newton Nagumo - JWT Brazil Sara Brito at CP+B. Luis Miranda Nicholas Gill Sara Gallego Luiz Mastropietro Nick Barham at W+K shanghai Sarah Booth - McCann Manchester Lukas Dudek Nick Bartle, BBDO Sarah Carter Mack Reynolds Nick Chapman Sarah Clark, CHI&Partners Madhukar Sabnavis Nick Emmel, Dare, UK Sarah Hall, Dave Snell Madlen Grenzmann Nick Gill Sarah Patterson at Leo Burnett Mal Bonnington Nick Hirst Sarah Saline Malcolm White from Krow Nick Southgate Sarah Watson, DDB UK Malia Supe Nicolas Moerman Satish Krishnamurthy Marc Leurs (TBWA, Amsterdam) Nigel Carr Scott Cromer Marc-Antoine Jarry Nikki Crumpton Scott Hughes at Critical Mass Marcello Magalhães Nikky Cronk Scott Jensen Marcelo Serpa Nina Lalic Scott Karambis Marci Ikeler Nisan Guanaes Scott Kraft Marcia Roosevelt Noah Brier Scott Lukas Marcio Beauclair Northern Planner Scott MacMaster Marco Aurélio Centenaro (Cheil Brasil) Oke Müller Scott Redick @ Heat Marcus Fischer, Space 150 Olivia Provan Sean Boyle Margot Grover Oriol Bombi Sean Howard Mari Zampol Otón Sebastian Gunnewig, 180 LA Maria Tender, ddb Ozioma Serena Saitas Mariana Bricchetto Pablo Lezama Sergio Katz Mariane Maciel Pamela Narins Seth Gaffney Marie Jamieson - Global Planning Director Paramita Mohamad Shannon Williams TBWA Partha Sinha Shel Kimen