Audience Planning – Directing

What do you do?

You’ll be responsible for the direction of your own work and that of others, you’ll be a whiz with agency process, and you’ll have established relationships with senior clients. At this stage you’ll be expected to lead and fully manage large-scale projects. You’ll be able to define ways of working and improve processes as required. You’ll also be encouraged to drive innovation and support the development of new ideas.

Job titles could include:

  • Audience Planning Lead

What do your responsibilities look like?

You’ll have ultimate responsibility for your team’s work and their development. This is what your job entails:

  • Minimal oversight needed to translate client briefs into actionable insights and addressable, buyable audience cohorts
  • Contributing to pitches with senior strategist/audience planning support
  • Overseeing team development and progression, alongside managing team workstreams for wider client portfolio

How do you affect process and innovation?

You’ll have the freedom to define ways of working and improve processes. You’ll also be expected to drive innovation in your accounts and support the development of the work.

What skills do you need?

  • Diligent and clear approach to charting and reporting that is both thorough and without errors
  • Working understanding of key digital capabilities
  • Hands on proficiency with essential quantitative and analytics tools
  • Project management for larger/longer term projects
  • Ability for storytelling and insights generation

What training is there?

  • Leadership and management training (from GroupM university etc.)
  • IPA Advanced Certificate in Effectiveness