A Creative Planner’s job will be to instigate the direction of the entire creative campaign activity through a process of research and intelligence gathering. Working in an agency role, clients contract with them to research and identify opportunities that exist for the brand and exactly how they should be positioned. They will evaluate the brand from both an internal and external point of view and by combining these determine what the creative strategy should be.
Their passion for the role and the desire to understand where the brand fits in the marketplace drives them to collect the required data to produce competitive creative outcomes. This will come from workshops, questionnaires, feedback and other data and opinion driven activities. A well organised and strategic mind forms great creative planners who they disseminate their information into the creative agency account teams. Having experience in a brand role from a junior level, possibly an Account Executive that was research heavy, can lead into a career as a successful Creative Planner.