The Planner Survey 2011

THEPLANNERSURVEY2011 1

Author’s noteWelcome to the 7th annual Planning Survey Report.I have just completed my freshman year as head of planningat StrawberryFrog Amsterdam. I survived! But more thanthat, I thrived.This year had many significant milestones: I had the chanceto put on a workshop at Cannes with my strategy cohorts inthe New York and São Paulo ponds (thanks for the wonderfulexperience Ole and Patricia!), I was asked to judge the Festi-val of Media awards in Montreux, Switzerland, and I attendedthe digital conference at SXSW which led me back home toTexas. I have spent more than 30 days in Dubai learning anew culture and building something truly incredible with anew client. I was in New York for two weeks preparing for acrucial client workshop and was so thrilled to see the col-laboration of one team across two different offices come tofruition.Probably the most rewarding aspect of the past year hasbeen developing my team. I have three of the best planners inthe world and as I reflect, I can’t believe how much we havebeen able to accomplish in the past 12 months together. AndI’ve had the privilege to work with a few hired guns who havetaught me a thing or two about strategy, life and the Dutchlanguage along the way.I’m in a reflective mood because I have asked all of you tobe reflective. And there were a hell of a lot of you who spokeup. This is the first year the survey has crossed over 2,000respondents. The final tally was 2,113. Incredible.This year we take a closer look at the younger planners witha special focus on students, interns and junior planners.You are about to dive into the definitive source of informationon planners and strategists around the world. But it wouldn’texist without you answering the questions and my brilliantteam of FIVE helpers. Please show them some love by follow-ing them all on Twitter.As always, thank you for playing.Heather 2

Table of ContentsOverview 4Emotions about our jobs 8Career path 10Students, Interns and Junior Planners 11A note on salaries 14Salary Results – US 15Salary Results – Brazil 26Salary Results – UK 33Freelance 46Open-ended responses 46Closing thoughts 52 3

Overview 2011 USA: 909 The Rest: 1204 2113 completed surveys 54% 46% 1578 completed surveys USA: 532 The Rest: 685 1217 completed surveys 0 500 1000 1500 2000Where do we work? Full-service Agency 58% Digital Agency 11% - 2% Brand Consultancy 3% - 2% Other 5% Freelance/Self Employed 5% Creative Boutique 4% Unemployed 2% Multi-cultural Agency 2% Media Agency 2% Direct Agency 1% Client Side 1% Student 5% - may also intern, first time adding this choice Numbers don’t always add up to 100 percent due to rounding. Intern 1% - but not in school, first time adding this choiceUnemployed % of peopleSurprisingly, there are 34 people out of work this year which is the months out of workexact same number as last year. However, divided by the largergroup of 2,113 respondents, that brings the overall unemploy-ment down from, 2.1% to 1.6%. There has also been a shifttoward fewer months unemployed, a sign that there is healthy 1-2 43%demand for people. Unemployment is more of a needed breakthan anything else. 3-4 23% 5-6 20% 7-8 0% 9-10 3% 11-12 0% 12+ 11% 4

Participants by title (n=1,975): This year I added two new titles: Global Head of Planning/Chief Strategy Officer and Regional Planning Director. There were 25 and 41 people that fit these categories, respectively, and I think we’ve finally landed on a more complete picture of the different levels in our discipline. CEO 2% Global Head of Planning / Chief Strategy OfficerNEW (There is none higher than you on strategy) 1% Global Planning Director (You must be head of an account worldwide) 1% Regional Planning DirectorNEW (You look after several countries but not the whole world) 2% Director of Planning / Head of Planning (this may be the highest role in your company or just your office location) 15% Group Planning Director (You look after several pieces of business, but you still have someone more senior to you, your title may be "Planning Director") 19% Senior Planner 22% Planner 25% Assistant Planner 13% Participants by company size (n=1,844): Tiny Small Medium Large (I work with myself or (Less than 200 (Less than 2000 employees, eg. W&K, (Global network eg, BBDO, with a few people) employees) The Martin Agency, AKQA, CP+B) JWT, Leo Burnett) 5% 34% 22% 38% 4% 4% 3% 4% 5

Ethnicity (select all that apply) Caucasian - 74% Asian/Pacific Islander - 10% Hispanic - 10% Other - 9% Black/African American - 3% Native American - 1%Age 18-24 - 11% 24-34 - 58% 35-54 - 31% 55+ - 1%Not planning babiesThe trend continues - Its very hard to stay in the game and have children.I have children living at home:Men Women31% True 21% True69% False 79% False 6

What would you say is your company’s reputation in the Excellent Good Fair Poor ? Unknown industry? 28% 44% 20% 4% 5% What is the size 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 8% 28% 11% 6% mostly found in the USA and London 2 6-10 16-20 30+ 11% 23% 6% 8%Strong plannersIn your opinion, which one agency has the strongest planning group? Dont Know 25% 5% 20% 5% 14% 1% 9% 2% 6% 6% 6% 1% W+K is on top of the world right now and some of our favorites are slipping. Im still waiting for the new star to emerge. 7

How do we feel about our jobs? (n=1,845)I think we are easily enticed by the novelty of a new challenge. Last year, the number one reason for leaving ourlast job was boredom. But do we try to keep the love alive in our jobs? Do our agencies want novelty as muchas we do? How much do you like your Hate it - 1% Have you changed jobs in current job? Don’t like it - 7% the past 12 months? Like it - 36% Really like it - 38% Love it - 19% YES How likely are you to Not at all likely - 29% 37% change jobs this year? Somewhat unlikely - 20% 4% NO Neither likely or unlikely - 16% 63% Somewhat likely - 21% Very likely - 14% 4% How long have you 6 months or less - 22% 2009: YES = 32% worked at your current company? 1 year - 27% 8% 2010: YES = 35% (Round to the closest number) 2 years - 16% 3 years - 12% 4 years - 7% 5 years or more - 16% 2%How often do you feel: 38% 45% 32% - An emotional high in your work life? - You get to do things you really like to do at work? 22% 18% 21% 11% 8% 3% 1% every day weekly monthly few times a once a year or less every day weekly monthly few times a once a year or less 47% 43% - Worried about work when you should be relaxing? - Anxious and emotionally drained at the end of 26% the day? 22% 19% 13% 13% 12% 3% 3% every day weekly monthly few times a once a year or less every day weekly monthly few times a once a year or less 8

Do you work locallyor globally? (n=1,976) I mostly work on clients... 9% Within a region of my country 54% In the country where I live 15% In the country where I live plus a few nearby 8% In a region like Europe, Latin America or Asia 15% That are global I would take a position if it were right for me 53% I am happy working in my home country 31% I am already on ex-pat 18% I am actively seeking opportunities to work abroad 18% My family situation makes it unlikely for now 14% It is really difficult to get work in another country 8% How do you feel about working abroad? (n=1,976: more than 1 answer possible) 9

Career Path33% of us went straight into planning. The other 67% got their start in a number of interesting places. Lots in accounts,creative, media and PR but here are some of my favorites: DJ farmin g/hyd you raulic rprised onjour s spe cus (su counts!) B ir cialist Ran a c o into ac didn t g ator transl archaeologist arch itec barber t ientist rch sc resea r dance ballet iner ton tra badmin code monkey I found my current job: Through someone I know contacting me: 40% Through a recruiter: 21% Through my own effort contacting the company: 17% 5% Through interning here first: From a job posting on a website: 4% Through a Twitter/Facebook/LinkedIn status: 3% PLANNER Other: 10% 10

Students (n=108)This was the first year that students were able to participatein the survey. 109 students from all over the world found thesurvey, but the schools with the most participants all have someconnection to me – either I attended (University of Texas) or Ihave been a teacher or guest speaker. I look forward to seeingmore students from places like HyperIsland and Boulder Digital 44%Works enter our work force. 56% true falseWhere did you go?Academy of Art, San Francisco, CA 27 studentsThe University of Texas at Austin 6 students I am currently interningVCU Brandcenter 4 studentsMiami Ad School 3 studentsWhy did you choose your school?Perhaps I shouldn’t be, but I was surprised to see that location was thenumber one factor in choosing a school. The program and its reputationwere also reasons, of course, and were mentioned almostas much as location.Which companies would you like to work for?W&K; Goodby, Silverstein & Partners; DDB; BBH; AKQA.Still many of the usual suspects in the agency world, but themesemerged of students seeking experience in digital communications andpreferring to find a smaller company to call home. 100 85% 80 want to work for 60 agencies 40 20 17% want to work client-side 0 11

Interns (among the students above and the people who are just interning) (n=73) Compensation 74% are financially compensated for their work. The sample is quite small, but to give you an idea of what interns are paid per month:Brazil (n=8): average = R$700 France (n=6): average = €550 USA (n=25): average = $1,325lowest = R$275, highest R$1142 lowest = €155, highest €1000 lowest = $250, highest $2400 # of internships % of interns1 20%2 42%3 16%4 11%5+ 12%How did you find your internship?Through my own effort contacting the company 44%Through my school 19%Through someone I know contacting me 16%From a job posting on a website 8%Through twitter/facebook/linked in status 3%Other (including: "doing an internship here before", "family") 11% 12

Just among junior planners (n=260)Describe the level of difficulty finding your first planning job:It was a struggle and Im really lucky to have this job: 35%I had to meet a lot of people and knock on doors, but everything worked out: 30%No problems, this job was waiting for me upon graduation: 23%Do you feel you knowwhat is expected of you 24%as a junior planner? completely 46% not reallyTake a wild guess - where will your career in planning go? (more than one answer possible)Head of Planning: 46%Start my own agency/company (hiring other people): 36%Senior Planner: 33%Freelance Planner (working for yourself): 23%Managing Director: 18%Other: 19% 53% 38% 8% 1%How long do you expectto be a junior planner? 1 year 2 years 3 years 3+ years 13

Salary ResultsFirst off, just a reminder, I am talking about annual salarieson the following pages. Second, I’d like to comment onwhat you’re about to see.The numbers indicate that the typical lifespan of a planneris 10-14 years. Perhaps you can stick it out a bit longer ifyou go global. So are planners growing up and getting outafter 12 years? The top UK folks for instance might have20+ years work experience, but their planning years havea ceiling of about 12. Interesting.At the same time, we just saw that 46% of junior plannerssee themselves rising to Head of Planning along their ca-reer path. One top planner I spoke to reacted to that figureexpecting them to be disappointed, thinking that there arenot likely enough positions to go around. Perhaps thereare if the ride only lasts a few years. Anecdotally, I knowmany Heads of Planning who went on to freelance, starttheir own businesses and/or have families. Given whatDan Pink tells us in his book Drive, we are most motivatedby autonomy, mastery and purpose. And I can see howa Head of Planning spot will provide that challenge andfreedom at first. But it’s in our nature to grow accustomedto our situation. Most people I’ve known at this level arepretty smart and keeping them challenged is,well, challenging. 14

Salary Results - USA 15

Asst. Planner results - USA (+legend) type of agency and no. Total within who took survey 82 max. salary in group $72K salary $57,195 years planning upper quarter 1.7 5.2 years working $44,499 average 1.3 3.7 $33,045 lower quarter 1 3.2 min. salary in group $28K Small & Tiny Medium Large 18 19 39 $58,275 $66,500 $51,600 1.8 5.2 1.3 2.9 2 3.8 $46,589 $44,732 $44,281 1.3 4.8 1.2 2.9 1.4 3.6 $36,125 $29,025 $36,270 0.8 5.3 1.1 2.8 1 2.3 average of previous year $39,067 $38,219 $43,036 $42,334 $43,197 1.2 3.4 1.5 2.7 1.6 3.3 1.6 3.7 1.3 3.7 2006 2007 2008 2009 2010 16

Planner results - USAPlanner results - USA Total 184 $128K $86,674 3.6 7.7 $64,395 2.8 5.7 $44,274 2.4 4 $19,550 Small & Tiny Medium Large 48 59 62 $88,904 $87,281 $81,000 2.9 6.8 4.4 9.1 2.6 7.2 $67,046 $67,542 $61,473 2.9 5.6 3.2 6.5 2.4 4.6 $45,542 $49,183 $43,785 2.7 5.3 2.4 4.7 2 3.3 $60,311 $58,476 $61,684 $58,573 $57,671 2.6 4.9 2.6 5.3 3.1 5.4 2.9 4.9 2.7 4.5 2006 2007 2008 2009 2010 17

Senior Planner results - USASenior Planner results - USA Total 180 $210K $134,995 6.1 11 $98,689 5.1 9.3 $68,822 4 7.6 $50K Small & Tiny Medium Large 53 68 52 $141,385 $135,821 $133,942 5.5 12.4 5.3 10 6.4 11.9 $100,745 $98,721 $97,098 4.9 9.3 4.7 8.5 5.4 9.3 $67,231 $67,844 $69,500 4.1 9.3 3.2 6.2 5 8.5 $94,347 $104,084 $96,590 $101,154 $100,200 5.9 9.9 6.0 9.7 5.9 9.8 5.9 9.8 5.6 9.8 2006 2007 2008 2009 2010 18

Group Planning Director results - USA Total 188 $400K $246,461 12.7 17.7 $167,904 9 14.2 $99,682 6 11.8 $46,500 Small & Tiny Medium Large 41 50 94 $200,000 $263,458 $250,120 9.4 12.7 13 14.6 12.6 18.5 $136,744 $175,616 $177,653 7.5 12.1 9.1 13.8 9.5 14.9 $77,825 $109,827 $117,725 5.4 9.9 7.4 12.8 6 11.4 $157,310 $163,382 $168,879 $166,546 $166,469 9.9 13.7 9.7 14.2 9.2 14.7 9.8 14.5 9.9 15.1 2006 2007 2008 2009 2010 19

Head of Planning results --USA Head of Planning results USA Total 103 One rock star is making nearly double this top salary. Took $510K them out to make numbers representative. $324,423 14.1 18.4 $207,832 11.6 17.8 $106,447 7.8 15.2 $58K Small & Tiny Medium Large 46 23 18 $324,727 $347,000 $391,000 10.7 16.1 15.2 20 16.6 21.4 $184.500 $231,283 $256,667 9.7 16.2 13.4 19.9 12.6 18.6 $95,091 $146,600 $125,000 5.9 13.2 11.8 19.6 8.6 15.8 $172,188 $167,421 $181,159 $197,643 $193,198 11.1 15.3 9.3 15.8 10.3 15.9 11.0 17.2 10.9 17 2006 2007 2008 2009 2010 20

Regional Planning Director results - USA Total 10 $552,500 $370,667 11.3 17.6 $225,900 10 15.9 $125,667 7 11.3 $100,000 Small & Tiny Medium Large 2 3 4 $270,000 $190,000 $172,500 18.5 21.5 10 19 7.5 15 21

Global Planning Director, Global Head of Planning / Chief Strategy Officer,CEO results - USA 10 of these work for 9 of these work for 9 of these work for large companies small/tiny companies small/tiny companies Global Planning Global Head of Director Planning CEO 12 12 10 $425K $450K $800,000 $328,333 $341,667 $510,000 12 18.3 16 21.6 13.3 22 $246,818 $233,182 $272,400 13.6 18.6 11 17.4 15.6 22.8 $175,000 $130,000 $106,333 10.6 12.6 4 13.6 12 17.6 $155K $115K $74,000 22

LocationSalaries are not clearly linked to cost of living but there arecertainly more planning gigs in the obvious places. MINNEAPOLIS Asst. Planners (5) : $39,480 Planners (6) : $68,750 Sr. Planners (10) : $73,500 Group Planning Directors (8) : $158,375 Heads of Planning (11) : $146,727 SAN FRANCISCO BOSTON Asst. Planners (8) : $53,125 Asst. Planners (5) : $42,200 Planners (16) : $67,594 Planners (9) : $62,722 Sr. Planners (16) : $130,895 Sr. Planners (7) : $94,600 Group Planning Directors (12) : $178,302 Group Planning Directors (6) : $128,333 Heads of Planning (9) : $220,242 Heads of Planning (0) LOS ANGELES NEW YORK Asst. Planners (16) : $42,893 Asst. Planners (18) : $46,921 Planners (18) : $63,958 Planners (52) : $63,783 Sr. Planners (17) : $97,389 Sr. Planners (54) : $102,460 Group Planning Directors (8) : $165,063 Group Planning Directors (86) : $184,746 Heads of Planning (8) : $248,250 Heads of Planning (26) : $240,889 TEXAS CHICAGO Asst. Planners (4) : $35,750 Asst. Planners (9) : $46,622 Planners (11) : $59,341 Planners (24) : $68,584 Sr. Planners (11) : $96,361 Sr. Planners (27) : $95,286Group Planning Directors (10) : $121,200 Group Planning Directors (44) : $162,057 Heads of Planning (3) : $194,167 Heads of Planning (7) : $367,429 23

Gender - USA no. within who 36 45 took survey salary $44,154 $44,782Assistant Planners years planning 1.3 2.9 1.4 4.3 years working 66 117 $67,210 $63,326Planners 2.8 5.9 2.9 5.6 79 108 $100,681 $97,238Senior Planners 4.9 9.3 5.3 9.1 100 98 $174,957 $160,780Group Planning Directors 8.5 13.7 9.7 14.6 59 42 $208,352 $207,076Heads of Planning 11.1 16.8 12 18.7 24

Beyond the USWe had 1,145 completed surveys from the rest of the world. 17 new countries participated for the first time.The colored areas are a rough representation of the Planning Survey’s reach.Afghanistan: 1 Ireland: 6 Sweden: 17Argentina: 28 Israel: 5 Switzerland: 8Australia: 62 Italy: 11 Taiwan: 1Austria: 1 Japan: 10 Thailand: 1Belgium: 4 Malaysia: 10 Turkey: 5Bulgaria: 1 Mexico: 12 UAE: 11Brazil: 255 Netherlands: 40 UK: 227Canada: 69 New Zealand: 9 Uruguay: 1China: 25 Nigeria: 3 Venezuela: 7Columbia: 9 Northern Ireland: 1Costa Rica: 1 Norway: 3Croatia: 2 Pakistan: 4Czech Republic: 2 Panama: 1Denmark: 7 Peru: 4Dominican Republic: 1 Philippines: 2Ecuador: 2 Portugal: 17El Salvador: 1 Romania: 11Finland: 2 Russian Federation: 6France: 44 Saudi Arabia: 4Germany: 45 Singapore: 23Greece: 5 Slovenia: 1Hungary: 2 South Africa: 20India: 29 Spain: 43Indonesia: 12 Sri Lanka: 1 25

Salary Results - Brazil The increase in salaries in Brazil over last year is the biggest jump thissurvey has ever seen. After talking it over with a few people, it seems that the combination of increased demand for planners, especially with more digital work, as well as rising inflation has raised salaries dramatically onaverage. If you’re in Brazil and haven’t seen a raise in the last year, take a close look at these numbers. 26

Asst. Planner results - Brazil (+legend) type of agency and no. Total within who took survey 51 max. salary in group R$392K (really??) salary R$171,362 years planning 3.6 7.8 years working R$72,104 4.2 8.3 R$18,726 3.3 7.5 min. salary in group R$6K Small & Tiny Medium Large 26 4 15 R$117,500 R$30,325 3 5.5 6 11.3 R$69,258 R$33,667 R$20,449 3.6 7.2 5.3 8.3 4 8.4 R$40,725 R$8,875 3.5 7.6 1.4 4 average of previous year R$23,763 R$24,492 1.8 4.2 1.9 3.9 2009 2010 27

Planner results - Brazil Total 57 R$420K R$256,854 7.1 13 R$104,377 4.3 8.8 R$19,379 3.4 7.2 R$12K Small & Tiny Medium Large 32 7 15 R$245,619 R$26,875 7.4 12.4 3.8 6.3 R$131,522 R$40,640 R$20,087 4.6 9.5 2.4 5.2 3.4 7.1 R$53,078 R$13,600 3.3 6 1 3 R$49,500 R$49,016 3 6.7 2.9 6.4 2009 2010 28

Senior Planner results - Brazil Total 47 R$520K R$277,175 5.6 10 R$122,736 4.7 8.6 R$27,100 3.8 7.8 R$10.8K Small & Tiny Medium Large 19 12 14 R$374,288 R$166,667 R$197,555 6.5 11.5 2.7 6.3 8.3 11.7 R$165,823 R$74,108 R$95,190 4.2 8.9 3.2 8 6.4 8.8 R$31,460 R$15,100 R$28,867 2.3 6.8 4.3 8 6.5 7.8 R$101,512 R$88,209 5.1 10.6 5.2 9.6 2009 2010 29

Group Planning Director results - Brazil Total 31 R$545K R$269,968 4 6.1 R$109,572 4.5 9.9 R$24,274 5.1 13.6 R$17K Small & Tiny Medium Large 8 4 17 R$328,436 3.3 5.5 R$116,775 R$81,425 R$121,084 3.2 7.1 7.5 13.7 4 9.4 R$25,773 6.3 14 R$156,880 R$184,663 6.9 11.1 6.8 12 2009 2010 30

Head of Planning results - Brazil Total 24 R$600K R$308,389 6.8 11.2 R$133,446 4.8 8.6 R$38,943 3.7 6.4 R$19.5K Small & Tiny Medium Large 15 4 2 R$287,584 4.4 7.5 R$130,693 R$122,375 R$285,000 4.5 7.8 5.4 11 3 5.5 R$46,040 6.8 9.8 R$283,427 R$215,589 7.5 15.3 7.1 14.1 2009 2010 31

Gender - Brazil no. within who 30 21 took survey salary R$62,510 R$85,810Assistant Planners years planning 3.7 7.7 4.9 9 years working 33 24 R$119,535 R$83,535Planners 4.8 9.2 3.7 8.1 27 14 R$107,780 R$142,927Senior Planners 4.1 8 5.6 9.4 22 9 R$108,393 R$112,454Group Planning Director 4.4 9.7 4.8 10.2 14 10 R$119,681 R$152,716Heads of Planning 3.7 8 6.5 9.6 32

Salary Results - UK 33

Asst. Planner results - UK (+legend) type of agency and no. Total within who took survey 22 max. salary in group £34,000 salary £30,560 upper quarter years planning 1.3 2.5 years working £23,491 average 0.9 2.8 £18,400 lower quarter 1.1 3.6 min. salary in group £18,000 Small & Tiny Medium Large 7 5 10+1 jr. plannerat a tiny com-pany, earning £26,000 £32,266 £30,43385000/year,left that out 1 4 2 2.5 1.2 3.2 £21,735 £59,667 £23,013 0.8 2.9 0.9 2.8 0.9 2.8 £18,800 £19,571 £18,250 0.5 2 0.9 3 2 3 Average of previous year £24,072 £37,250 1.6 2.8 2.8 5.6 2009 2010 34

Planner results - UK Total 58 £50,000 £48,300 3.8 6.6 £36,008 2.8 4.9 £24,602 2.2 4.3 £17,000 Small & Tiny Medium Large 25 20 13 £45,763 £50,416 £50,409 4 6.5 3.8 8.8 3.8 6.8 £35,680 £36,304 £36,657 2.8 5 2.8 4.9 2.9 4.9 £22,803 £29,538 £22,633 1.8 3.9 2.3 3.8 1.8 2.3 £36,584 £37,250 3.2 4.9 2.8 5.6 2009 2010 35

Senior Planner results - UK Total 52 £246K £96,385 6.5 12.3 £66,000 5.9 10.3 £41,000 5.2 10.2 £18K Small & Tiny Medium Large 21 14 13 £88,250 £85,150 £82,250 6.5 11.8 5.7 11.8 4.1 15.3 £66,000 £65,696 £61,781 5.9 10.3 6 10.3 5.9 10.2 £39,364 £44,200 £46,000 5.6 11 6.2 12.2 5.1 11 £56,081 £63,711 5.3 9.5 5.2 8.8 2009 2010 36

Group Planning Director results -UK Total 38 £135K £119,334 12.9 17.3 £89,329 9.6 13.4 £62,111 4.5 7.5 £44.5K £87,857 £87,842 9.9 17.7 9 13.7 2009 2010 37

Head of Planning results - UK Total 36 £250K £164,444 16.2 20.1 £107,597 11 18.3 £62,167 5.4 14.6 £49.5K 38

Regional Director of Planning results - UK Total 7 £200K £193,500 25 27.5 £121,714 10.8 19 £80,000 12.5 17.5 £70K 39

Global Planning Director results - UK Total 6 £200K £182,500 14 16.5 £135,833 13.6 18.3 £85,000 12.5 20 £70K 40

Gender - UK no. within who 9 13 took survey salary £23,491 £23,014Assistant Planners years planning 1 2.8 1 2.9 years working 40 18 £29,538 £36,042Planners 2.3 3.8 2.8 4.9 33 19 £66,000 £62,357Senior Planners 5.9 10.3 5.8 10.2 16 22 £89,329 £88,349Group Planning Directors 10.7 14.7 10.7 15.2 26 10 £109,257 £101,280Heads of Planning 11.2 18.3 10.2 18 41

Salary Results -Australia, Canada, France,Germany, The Netherlands 42

Australia (AUS$) (+legend) Asst. Sr. Planner Planner no. who Planner 3 19 took survey 10 max. salary $100K $180K in group $39,353 salary $73,737 $118,500 average years planning 0.8 1 2.6 6.5 4.4 12 years working min. salary $53K $70K in group Group Planning Head of Regional Planning Director Planning Director 8 17 3 $250K $400K $187,500 $215,882 $205,000 6.6 13.6 10.5 17.9 17 20.7 $160K $70KCanada (Canadian $) Asst. Sr. Planner Planner Planner 14 13 14 $55K $110K $150K $43,671 $71,997 $92,871 1.1 3.5 2.3 5.8 4.4 9.9 $28K $45K $55K Group Planning Head of Director Planning 10 13 $275K $250K $133,000 $163,077 7.1 13.8 7.9 13.5 $85K $110K 43

France (€ Euro) Asst. Sr. Planner Planner Planner 6 13 7 €33K €51K €80K €28,333 €36,562 €61,286 1.3 3.3 2.3 4.1 6.3 8.7 €27K €29.8K €30K Group Planning Director 7 €120K €86,429 9.9 14 €60KGermany (€ Euro) Asst. Sr. Planner Planner Planner 9 11 8 €42K €70K €95K €31,978 €43,655 €65,750 1 3.2 3.7 5.6 7.4 8.5 €27K €32K €46K Group Planning Head of Regional Planning Director Planning Director 3 8 3 €160K €75,267 €106,000 €160,000 9 10 10.9 14.9 14.3 15.3 €60K 44

The Netherlands (€ Euro) Asst. Sr. Planner Planner Planner 5 12 8 €40K €70K €100K €32,360 €53,693 €58,638 2.1 3.5 3.6 8.3 5.5 8.8 €25.6K €34K €36K Group Planning Head of Director Planning 5 9 €140K €144K €92,400 €114,889 6.2 11.6 11.7 15.6 €65K €80K 45

Freelancers Payment info only for US planners due to number of participants.How many freelance planners Holy smokes! It seemsare currently employed by your hired guns are all the rage.company, in youroffice location?More than 10:64%Dont know: 13%One: 13%Two: 5%Three: 2%Four: 1%Five: 1% 46

Assistant Planner results - USA (+legend) $48K 4 $40,250 salary 1. $400/day Freelancers shared 2. $25/hr their average hourly years planning 3. $20/hr 0.9 3.8 or day rates. 4. $350/day years working $33KPlanner results - USA $80K 4 $43,375 1. $40/hr 2. $25/hr 3. $17/hr 3.4 3.4 4. $50/hr $19.5KSenior Planner results - USA $150K 6 $109,167 1. $65/hr 2. $115-$175/hr 3. $450/day 9.3 15.7 4. $150/hr 5. $100/hr $90KGroup Planning Director results - USA $325K 1. $500/day 8. $1500/day 2. $1000/day 9. $800/day 14 $138,000 3. $1500/day 10. $200/hr 4. $500/day 11. $1500/day 9.6 17.9 5. $1700/day 12. $100/hr 6. $75/hr 13. $1200-$1500/day 7. by project 14. $160/hr $23KPlanning Director results - USA $400K 1. $2500-$3000/day 6. $1500/day 2. $125/hr 7. $350-$500/hr 12 $190,848 3. $200/hr 8. $150/hr 4. $250hr, $1000- 9. $100/hr, $125/hr moderating $1500/day in office, 10. $2500/day 15.2 20.1 $1500-$2000/day 11. $200/hr in field 12. $120/hr 5. $1300/day $90K 47

Open-ended responsesI know one of the most compelling reasons to read thisreport is the salary information. We are all curious if weare being paid “fairly.” But I find one of the most intriguingthings about working on this survey project is the richnessI get out of understanding the vast diversity within our dis-cipline. Diversity in terms of what we do, where we comefrom, and how that influences our approach.This year’s open-ended questions begin with a perusalof what we really do.Younger planners will find particularvalue in the appendices Ive posted on SlideShare. We doa hell of a lot of different things and still carry the samegeneral title. Just goes to show there is room in this worldfor all types.We also asked about our pursuits outside of work in serv-ice of making us better planners. Perhaps you’ll get anidea of something that will expand you.We asked about company perks, but there wasn’t muchsurprising here. For a creative field, we are generally lack-ing in creative perks.Finally, we pressed for stories of personal expansion. Wewanted to know those moments when you stretched your-self. Again, its worth reading the SlidesShare appendicesfor more details, but there’s quite a lot of inspiration topush yourself beyond your comfort zone. I hope you feel abit inspired. 48

Describe your dayThink about your last full day of work. Describe in as much detail as possible exactly what you did.I think this question is good because it removes some of the illusion of books like Truth, Lies and Advertising.Those stories are seductive, but they are not the full picture. A lot of what we do isnt really that sexy. And per-haps listing it like this makes it too dry. But this isnt a travel brochure - its a state of the industry.I spoke to a brilliant planner friend about this and he said: “I can turn to many blogs and slideshares and see allthe wonders of planning, but what about the 80% of the job that is ... well, a job? Most planners are just regularad-people, not the sharing super-stars we are used to reading. I know we want to elevate the industry, but it isnot where it currently sits.” "Started off the day with a department status meeting (We are planning for our Planning offsite.) Half an hour of work time. Prep for my next meeting. Lunch meeting on mobile opportunities for our client. I think its great but a lot of work has already been done by a team and client hasnt bought it yet. Work Time: Im finessing a positioning deck to be presented next week. Did timesheets (We have to have them in each Friday). End of Day creative review: this takes a few hours. "This a bit contentious. The teams work is on brief but it doesnt culminate in a compelling idea. I spend the next two hours and part of the weekend discussing feedback and suggestions for ways to approach the work."What we do breaks down into the following types of activities:- Brand positioning, architecture, taglines & visual identity (creating, presenting)- New business activities: pitch, proposal- Campaign & initiative: writing brief/reverse-brief, giving feedback, evaluating creative work, concepting, production, presenting & dealing with client- Qual & quant research (prepare, moderate, analyse & write report): focus group, survey, product/campaign testing- Workshop (set-up, activities, report)- Understanding target, trend & industry: research, interview, segmentation, report- Brain candy/inspiration hour: social media, book, video, RSS feed, exhibition, conference- Creative brainstorm (participant and/or leader)- Competitive & communication analysis- Personal tweet & blog- Client social media strategy & campaign- Internal strategy & meeting- Responsible for agencys social media activities- New product & innovation development- Mentor & support junior planner- Administration & project management: budget, HR, department proposal- User experience- Doing public speaking & lecture in related fields- Produce creative work: video- Business travel- Client side- Working on award case study- Looking for a job- Content and media planning 49

Planning outside workBeyond the work you do for your clients, what else are you doing that is planning related?Learn & Absorb- Likemind meet-ups, workshop & conference- Social media activity (read & write) e.g. blogs, twitter, linkedin- Improv class- Teaching & mentoring- Book club- Going to concerts, cinema & exhibitions- Language class- TrendwatchInner zen & Social karma- Sport eg. marathon, martial arts, group sport- Traveling- Spending time with non-ad people (theres a novel thought)- Volunteer work- Planning social group- Yoga & meditationMake & Create- Creative project e.g. photography, design, house renovation, playing a musical instrument, painting, filmography, crafts- Running own business or startup- Writing for publication e.g. magazine, book, website- Acting- Keeping journalCompany perksWhat, if anything, makes your company unique and a great place to work?Not much surprise here. I wonder, if you ran your own agency, would you offer something different?Work life balance- Flexible working hours & mobility- Extra holidays/personal day- Gym, health & wellness perks- Day off for your birthday- Massage and manicure pedicure treatmentPersonal & professional development- Inspirational activities (trip, conference, talk, etc.)- Global agency swapFun & entertainment- Company parties, drinks & food- Killer music- Great location- Inter-agency competition- Bakery machine- Unique office design- Movie nightsWork culture- Variety of clients & projects- Travel opportunity- The culture of openness- Multi-cultural workforce- Family togetherness- Family & pets friendly- No dress code 50

I believe that life should be a pursuit of stretching ourselves, growing and learning. And many of you shared similar outlooks. Here is an overview of some of the more specific stories that might inspire us all. I will put the full list of responses on slideshare. Have a read and be inspired that the feeling of not knowing the answer is in fact what it’s all about.STRETCHING OURSELVESThere are times in many individual careers where we have to step outside of our comfort zone and dosomething we arent completely sure we can do. In what scenarios have you stretched yourself?"I got made redundant last Summer, so I went freelance. Best. Thing. I Ever. Did. Better (and more challenging) work, betterclients, less stress and more money.""I think we are tasked with these challenges more often than we think- whether its speaking up when youre the minorityor trying to accomplish something in a way that hasnt been tried before. In my internship after college I was tasked with aproject that wasnt challenging me. After bringing it up to my manager and being ignored, I had to approach the issue headon with his boss. When I did this, I risked my relationship with my immediate manager, but in the end, I followed my instinctand I was rewarded. Out of my request, I was able to prove myself and I was offered a job. The job they gave me was anentirely new role that they carved out just for me. I learned that speaking up when youre unhappy is the best thing to do,but in order for it to work out you need to be proactive and youve got to have more solutions ready than you do complaints.I continue to be open about my opinions and ask for what I need to grow. So far, its worked out really well.""A little over a year ago I asked the planning director at my University if he thought that I should stay another semester. Heanswered no, because he thought that I was ready to start working after 1,5 years of planning studies in the U.S. But, ohboy, I still felt unsure of my skills as a professional and wondered if anyone (but my director/teacher) would trust my abili-ties and actually employ me. Following the advice I left the University and the States to return to my country and get a job.I took an internship at a small agency, but felt that that wasnt the right place for me. At that time I was wondering if theplanning occupation even was right for me. I ended the internship and worked in a musical instrument shop during Decem-ber. Wow that was fun. I organized the shop, managed the display areas and tried to be of service to my coworkers and thecustomers. One day a man who I know briefly walked in to the store and after a conversation with him I had a name and thenumber to the person that later would employ me at the agency where I work now. After some time at this agency I re-membered why I want to work as a planner. Working felt fun and I was motivated. In short I had learnt: - that being humbleis good but that one shouldnt underestimate oneself - to turn to people I really trust for advice - that trying a completelydifferent direction might be the answer - that the important thing about working is to feel motivated.""I went to the TED conference a couple of years ago. I was nervous about being an ad person there, among people doingmuch more meaningful work. I was sure theyd see me as pretty superficial. But I was surprised at how that wasnt really thecase, and how those people were actually really interested in the cases where wed pursued really interesting strategies orcreative ideas - moved our industry forward a little or done stuff of more value than simply selling. My work kind of held itsown which I was surprised about. I guess I learned that when we try to do stuff of value in advertising, it has the capacity totranscend the shitty stereotypes of our industry. So yeah - keep aiming high and you wont get lynched at TED.""My background is in engagement planning - more specifically social media and propagation planning. When I arrived at mycurrent agency I made it clear I wanted to learn much more about brand planning. On my very first day I was given a brandpositioning brief. It was totally unlike anything Id ever tackled before and completely paralyzed me with fear - howeverwithin two weeks I was presenting back my first brand positioning to client. Collaboration was the key to success - that anddetermination to succeed (and not look completely incompetent in front of my peers and the client). Working with the suitsthat knew the client inside and out - as well as tapping into the planning dir. Wholly terrifying and satisfying experience.""I never thought I could work on a particular client’s business because of their negative impact on society. I sucked it up andtook the assignment. And then ended up helping them to transform their business to more positively impact society.""Not to be trite but personally I hope each project pushes me beyond my comfort zone in some way or another, otherwiseIm not growing or developing in a meaningful manner. So I try to look for an opportunity in everything I do and that makesmy job all the more exciting/rewarding." 51

Closing thoughtsI’m starting to get a bit more serious about an idea for a book. I’d like to travel around the world and work fora couple of weeks at different companies to explore how planning/strategy is approached differently aroundthe world and some of the more innovative companies that are pushing our discipline forward. If you think yourcompany is doing something cool and you’d like to have me work for you for free in exchange for letting mepoke my nose into your business, please be in touch.And of course, this report would never have been possible without the help of the team. Please reward theireffort with some follows on Twitter. We are here to answer follow-up questions and love to hear your ideas forfuture surveys. Heather LeFevre Bori Toth hklefevre@gmail.com tborbala@hotmail.com @hklefevre @boribora http://illchangeyourlife.wordpress.com http://flavors.me/boritoth Julia Lee Megan Averell julialeek@gmail.com megan_averell@yahoo.com @hellojulialee @meggatron Willem van der Horst Yuliani Setiadi willemvdh75@gmail.com yuliani.setiadi@gmail.com @hippowill @JuliaBanana http://www.willemvdh.com Ayden Abdine - designer ayden@aydenabdine.com @ayden_a http://www.aydenabdine.comSpecial ThanksMany thanks to the individuals who spotted typos and bad grammar in earlier drafts:Adrian Ruiz-MediavillaAnibal CassoAnthony D’AndreaApo BordinAshly StewartBen CulpinCameron MadduxGabriel PatruGareth KayGautam RamduralJon MillerLanny Lucas-StoneMatthew ScottMauro MuraceOmar El-GammalRob CampbellRye CliftonSimon KempTom Bassett 52

Another survey comes to an end. Thanks for reading. 53

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The Planner Survey 2011

by Heather LeFevre on Sep 15, 2011

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The Planner Survey 2011 — Document Transcript