Planning team members play a key part in developing advertising campaigns for a range of products and services. Their role is to combine the attitudes and interests of consumers, clients and creatives to help produce effective advertising. Acting as the voice of the consumer within an agency, strategists use research data to identify ideal audiences and optimum methods of communication. They combine market data, qualitative research and product knowledge within a core proposition to enable the creative team to produce advertising ideas that resolve defined business problems. With increasing public awareness of marketing strategies, a key challenge is to develop innovative ways to reach consumers.
Conduct competitive research (qualitative and quantitative) and trend analysis.
Recommend strategic direction that will contribute toward increased business and stronger marketing strategies for clients.
Analyze a wide range of information in great detail to gain a comprehensive context to advertising strategies. This may include demographics; socio-economics and the market for the client's product and market share.
Commission research from outside organizations, as required, to inform advertising strategies, using both qualitative methods, such as focus group discussions and structured interviews, and quantitative methods, such as demographic profiling and questionnaires.
Conduct primary qualitative research (e.g., Ethnocepts, Focus Groups, etc) when needed to better understand a product, service, category and/or consumer mindset.
Proactively monitor cultural and social trends, and their impact on consumers' attitudes, behavior and perceptions.
Find an 'angle' on a specific product or service on which to base an advertising campaign.
Research the product or service, which may involve gaining technical or specific knowledge; reconciling the differences between consumers' current perceptions of the brand and the way in which the client wishes the brand to be perceived.
Meet with internal teams to learn the background to the brand and advising on possible approaches or adaptation of approach to the target market.
Present conclusions and ideas agency teams and clients.
Analyze and interpret customer response and sales data in order to evaluate the effectiveness of the campaign.
Support the CSO and division operations with day-to day duties as needed including execution of account receivables tracking, expense report submission, travel and meeting coordination and the like.