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THE
PLANNER
SURVEY
2011


          1
Author’s note
Welcome to the 7th annual Planning Survey Report.

I have just completed my freshman year as head of planning
at StrawberryFrog Amsterdam. I survived! But more than
that, I thrived.

This year had many significant milestones: I had the chance
to put on a workshop at Cannes with my strategy cohorts in
the New York and São Paulo ponds (thanks for the wonderful
experience Ole and Patricia!), I was asked to judge the Festi-
val of Media awards in Montreux, Switzerland, and I attended
the digital conference at SXSW which led me back home to
Texas. I have spent more than 30 days in Dubai learning a
new culture and building something truly incredible with a
new client. I was in New York for two weeks preparing for a
crucial client workshop and was so thrilled to see the col-
laboration of one team across two different offices come to
fruition.

Probably the most rewarding aspect of the past year has
been developing my team. I have three of the best planners in
the world and as I reflect, I can’t believe how much we have
been able to accomplish in the past 12 months together. And
I’ve had the privilege to work with a few hired guns who have
taught me a thing or two about strategy, life and the Dutch
language along the way.

I’m in a reflective mood because I have asked all of you to
be reflective. And there were a hell of a lot of you who spoke
up. This is the first year the survey has crossed over 2,000
respondents. The final tally was 2,113. Incredible.

This year we take a closer look at the younger planners with
a special focus on students, interns and junior planners.

You are about to dive into the definitive source of information
on planners and strategists around the world. But it wouldn’t
exist without you answering the questions and my brilliant
team 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 Contents
Overview						                            4

Emotions about our jobs				               8

Career path						                         10

Students, Interns and Junior Planners		   11

A note on salaries					                   14

Salary Results – US					                  15

Salary Results – Brazil				               26

Salary Results – UK					                  33

Freelance						                           46

Open-ended responses				                  46

Closing 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              2000


Where 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 choice




Unemployed                                                                                                       % of people
Surprisingly, there are 34 people out of work this year which is the             months
                                                                                                                 out of work
exact same number as last year. However, divided by the larger
group of 2,113 respondents, that brings the overall unemploy-
ment down from, 2.1% to 1.6%. There has also been a shift
toward fewer months unemployed, a sign that there is healthy                    1-2                              43%
demand for people. Unemployment is more of a needed break
than 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 Officer
NEW
        (There is none higher than
        you on strategy)                                                                             1%
        Global Planning Director
        (You must be head of an
        account worldwide)                                                                           1%
        Regional Planning Director
NEW     (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 babies

The trend continues - It's very hard to stay in the game and have children.

I have children living at home:



Men                                  Women
31% True                             21% True
69% 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 planners
In your opinion, which one agency has the strongest planning group?




          Don't
          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. I'm 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 our
last job was boredom. But do we try to keep the love alive in our jobs? Do our agencies want novelty as much
as 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 locally
or 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 Path

33% 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 participate
in the survey. 109 students from all over the world found the
survey, but the schools with the most participants all have some
connection to me – either I attended (University of Texas) or I
have been a teacher or guest speaker. I look forward to seeing
more students from places like HyperIsland and Boulder Digital
                                                                                           44%
Works enter our work force.                                                56%             true
                                                                           false
Where did you go?

Academy of Art, San Francisco, CA		                 27 students
The University of Texas at Austin			                6 students
                                                                            I am currently interning
VCU Brandcenter				                                 4 students
Miami Ad School				                                 3 students




Why did you choose your school?

Perhaps I shouldn’t be, but I was surprised to see that location was the
number one factor in choosing a school. The program and its reputation
were also reasons, of course, and were mentioned almost
as 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 themes
emerged of students seeking experience in digital communications and
preferring 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 = $1,325
lowest = R$275, highest R$1142                 lowest = €155, highest €1000               lowest = $250, highest $2400




 # of internships                % of interns



1                                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 I'm 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 know
what is expected of you                            24%
as a junior planner?                             completely
                                                                                                   46%
                                                                                                   not really




Take 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 expect
to be a junior planner?




                                                1 year              2 years              3 years      3+ years

                                                                                                                 13
Salary Results
First off, just a reminder, I am talking about annual salaries
on the following pages. Second, I’d like to comment on
what you’re about to see.

The numbers indicate that the typical lifespan of a planner
is 10-14 years. Perhaps you can stick it out a bit longer if
you go global. So are planners growing up and getting out
after 12 years? The top UK folks for instance might have
20+ years work experience, but their planning years have
a ceiling of about 12. Interesting.

At the same time, we just saw that 46% of junior planners
see themselves rising to Head of Planning along their ca-
reer path. One top planner I spoke to reacted to that figure
expecting them to be disappointed, thinking that there are
not likely enough positions to go around. Perhaps there
are if the ride only lasts a few years. Anecdotally, I know
many Heads of Planning who went on to freelance, start
their own businesses and/or have families. Given what
Dan Pink tells us in his book Drive, we are most motivated
by autonomy, mastery and purpose. And I can see how
a Head of Planning spot will provide that challenge and
freedom at first. But it’s in our nature to grow accustomed
to our situation. Most people I’ve known at this level are
pretty 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 - USA
Planner 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 - USA
Senior 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
Location
Salaries are not clearly linked to cost of living but there are
certainly 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) : $95,286
Group 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          $44,782
Assistant Planners         years planning
                                               1.3        2.9   1.4        4.3
                           years working

                                                     66               117

                                               $67,210          $63,326
Planners
                                               2.8        5.9   2.9         5.6

                                                     79               108

                                               $100,681         $97,238
Senior Planners
                                               4.9        9.3   5.3        9.1

                                                     100              98

                                               $174,957         $160,780
Group Planning Directors
                                               8.5    13.7      9.7     14.6

                                                     59               42

                                               $208,352         $207,076
Heads of Planning
                                               11.1 16.8        12      18.7




                                                                                  24
Beyond the US
We 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:		                 17
Argentina:		            28                  Israel:		       	       5                Switzerland:		            8
Australia:		            62                  Italy:			               11               Taiwan:			                1
Austria:			             1                   Japan:			               10               Thailand:	    	           1
Belgium:		              4                   Malaysia:		             10               Turkey:		     	           5
Bulgaria:		             1                   Mexico:			              12	              UAE:		        	           11
Brazil:			              255                 Netherlands:		          40               UK:	    		                227
Canada:		               69                  New Zealand:		          9                Uruguay:		                1	
China:			               25                  Nigeria: 		             3                Venezuela:		              7
Columbia:		             9                   Northern Ireland:	      1
Costa Rica:		           1                   Norway:		               3
Croatia:			             2                   Pakistan:		             4
Czech Republic:	        2                   Panama:	        	       1
Denmark:		              7                   Peru:		         	       4
Dominican Republic:	    1                   Philippines:	   	       2
Ecuador:		              2                   Portugal:	      	       17
El Salvador:	  	        1                   Romania:	       	       11
Finland:		     	        2                   Russian Federation:	    6
France:		      	        44                  Saudi Arabia:	 	        4
Germany:	      	        45                  Singapore:		            23
Greece:			              5                   Slovenia:	      	       1
Hungary:		              2                   South Africa:	 	        20
India:		       	        29                  Spain:			               43
Indonesia:	    	        12                  Sri Lanka:		            1	




                                                                                                                     25
Salary Results - Brazil
  The increase in salaries in Brazil over last year is the biggest jump this
survey 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 on
average. 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$85,810
Assistant Planners
                          years planning
                                              3.7        7.7   4.9        9
                          years working
                                                    33               24

                                              R$119,535        R$83,535
Planners
                                              4.8        9.2   3.7        8.1

                                                    27               14

                                              R$107,780        R$142,927
Senior Planners
                                              4.1        8     5.6        9.4

                                                    22               9

                                              R$108,393        R$112,454
Group Planning Director
                                              4.4        9.7   4.8       10.2

                                                    14               10

                                              R$119,681        R$152,716
Heads 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. planner
at a tiny com-
pany, earning
                  £26,000                               £32,266                        £30,433
85000/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          £23,014
Assistant Planners
                           years planning
                                                1         2.8    1          2.9
                           years working

                                                     40                18

                                               £29,538          £36,042
Planners
                                               2.3        3.8   2.8         4.9

                                                     33                19

                                               £66,000          £62,357
Senior Planners
                                               5.9       10.3   5.8     10.2

                                                     16                22

                                               £89,329          £88,349
Group Planning Directors
                                               10.7 14.7        10.7 15.2

                                                     26                10

                                               £109,257         £101,280
Heads 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                            $70K



Canada (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


       €60K



Germany (€ 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 seems
are currently employed by your                                                     hired guns are all the rage.
company, in your
office location?


More than 10:64%
Don't 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

                   $33K



Planner results - USA


                   $80K


       4         $43,375                           1. $40/hr
                                                   2. $25/hr
                                                   3. $17/hr
                 3.4    3.4                        4. $50/hr


                  $19.5K



Senior 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

                   $90K



Group 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
                  $23K



Planning 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 responses

I know one of the most compelling reasons to read this
report is the salary information. We are all curious if we
are being paid “fairly.” But I find one of the most intriguing
things about working on this survey project is the richness
I get out of understanding the vast diversity within our dis-
cipline. Diversity in terms of what we do, where we come
from, and how that influences our approach.

This year’s open-ended questions begin with a perusal
of what we really do.Younger planners will find particular
value in the appendices I've posted on SlideShare. We do
a hell of a lot of different things and still carry the same
general title. Just goes to show there is room in this world
for all types.

We also asked about our pursuits outside of work in serv-
ice of making us better planners. Perhaps you’ll get an
idea of something that will expand you.

We asked about company perks, but there wasn’t much
surprising here. For a creative field, we are generally lack-
ing in creative perks.

Finally, we pressed for stories of personal expansion. We
wanted to know those moments when you stretched your-
self. Again, it's worth reading the SlidesShare appendices
for more details, but there’s quite a lot of inspiration to
push yourself beyond your comfort zone. I hope you feel a
bit inspired.




                                                                 48
Describe your day
Think 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 isn't really that sexy. And per-
haps listing it like this makes it too dry. But this isn't a travel brochure - it's 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 all
the wonders of planning, but what about the 80% of the job that is ... well, a job? Most planners are just regular
ad-people, not the sharing super-stars we are used to reading. I know we want to elevate the industry, but it is
not 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 it's great but a lot of work
                                                                  has already been done by a team and client hasn't bought
                                                                  it yet. Work Time: I'm 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 team's work is 'on brief'
                                                                  but it doesn't culminate in a compelling idea. I spend the
                                                                  next two hours and part of the weekend discussing feed-
                                                                  back 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 agency's 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 work
Beyond 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 & exhibition	  s
- Language class	
- Trendwatch	

Inner zen & Social karma
- Sport eg. marathon, martial arts, group sport	
- Traveling	
- Spending time with non-ad people (there's a novel thought)	
- Volunteer work	
- Planning social group	
- Yoga & meditation	

Make & 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 journal	


Company perks
What, 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 treatment

Personal & professional development
- Inspirational activities (trip, conference, talk, etc.)
- Global agency swap

Fun & entertainment
- Company parties, drinks & food
- Killer music
- Great location
- Inter-agency competition
- Bakery machine
- Unique office design
- Movie nights

Work 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 OURSELVES
There are times in many individual careers where we have to step outside of our comfort zone and do
something we aren't 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, better
clients, less stress and more money."

"I think we are tasked with these challenges more often than we think- whether it's speaking up when you're the minority
or trying to accomplish something in a way that hasn't been tried before. In my internship after college I was tasked with a
project that wasn't challenging me. After bringing it up to my manager and being ignored, I had to approach the issue head
on with his boss. When I did this, I risked my relationship with my immediate manager, but in the end, I followed my instinct
and 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 an
entirely new role that they carved out just for me. I learned that speaking up when you're unhappy is the best thing to do,
but in order for it to work out you need to be proactive and you've 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, it's 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. He
answered no, because he thought that I was ready to start working after 1,5 years of planning studies in the U.S. But, oh
boy, 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 wasn't the right place for me. At that time I was wondering if the
planning 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 the
customers. One day a man who I know briefly walked in to the store and after a conversation with him I had a name and the
number 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 humble
is good but that one shouldn't underestimate oneself - to turn to people I really trust for advice - that trying a completely
different 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 doing
much more meaningful work. I was sure they'd see me as pretty superficial. But I was surprised at how that wasn't really the
case, and how those people were actually really interested in the cases where we'd pursued really interesting strategies or
creative ideas - moved our industry forward a little or done stuff of more value than simply 'selling'. My work kind of held its
own which I was surprised about. I guess I learned that when we try to do stuff of value in advertising, it has the capacity to
transcend the shitty stereotypes of our industry. So yeah - keep aiming high and you won't get lynched at TED."

"My background is in engagement planning - more specifically social media and propagation planning. When I arrived at my
current agency I made it clear I wanted to learn much more about brand planning. On my very first day I was given a brand
positioning brief. It was totally unlike anything I'd ever tackled before and completely paralyzed me with fear - however
within two weeks I was presenting back my first brand positioning to client. Collaboration was the key to success - that and
determination to succeed (and not look completely incompetent in front of my peers and the client). Working with the suits
that 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 and
took 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, otherwise
I'm not growing or developing in a meaningful manner. So I try to look for an opportunity in everything I do and that makes
my job all the more exciting/rewarding."




                                                                                                                                   51
Closing thoughts
I’m starting to get a bit more serious about an idea for a book. I’d like to travel around the world and work for
a couple of weeks at different companies to explore how planning/strategy is approached differently around
the world and some of the more innovative companies that are pushing our discipline forward. If you think your
company is doing something cool and you’d like to have me work for you for free in exchange for letting me
poke 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 their
effort with some follows on Twitter. We are here to answer follow-up questions and love to hear your ideas for
future 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.com




Special Thanks
Many thanks to the individuals who spotted typos and bad grammar in earlier drafts:

Adrian Ruiz-Mediavilla
Anibal Casso
Anthony D’Andrea
Apo Bordin
Ashly Stewart
Ben Culpin
Cameron Maddux
Gabriel Patru
Gareth Kay
Gautam Ramdural
Jon Miller
Lanny Lucas-Stone
Matthew Scott
Mauro Murace
Omar El-Gammal
Rob Campbell
Rye Clifton
Simon Kemp
Tom Bassett




                                                                                                                     52
Another survey comes to an end. Thanks for reading.




                                                      53

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The Planner Survey 2011

  • 2. Author’s note Welcome to the 7th annual Planning Survey Report. I have just completed my freshman year as head of planning at StrawberryFrog Amsterdam. I survived! But more than that, I thrived. This year had many significant milestones: I had the chance to put on a workshop at Cannes with my strategy cohorts in the New York and São Paulo ponds (thanks for the wonderful experience Ole and Patricia!), I was asked to judge the Festi- val of Media awards in Montreux, Switzerland, and I attended the digital conference at SXSW which led me back home to Texas. I have spent more than 30 days in Dubai learning a new culture and building something truly incredible with a new client. I was in New York for two weeks preparing for a crucial client workshop and was so thrilled to see the col- laboration of one team across two different offices come to fruition. Probably the most rewarding aspect of the past year has been developing my team. I have three of the best planners in the world and as I reflect, I can’t believe how much we have been able to accomplish in the past 12 months together. And I’ve had the privilege to work with a few hired guns who have taught me a thing or two about strategy, life and the Dutch language along the way. I’m in a reflective mood because I have asked all of you to be reflective. And there were a hell of a lot of you who spoke up. This is the first year the survey has crossed over 2,000 respondents. The final tally was 2,113. Incredible. This year we take a closer look at the younger planners with a special focus on students, interns and junior planners. You are about to dive into the definitive source of information on planners and strategists around the world. But it wouldn’t exist without you answering the questions and my brilliant team of FIVE helpers. Please show them some love by follow- ing them all on Twitter. As always, thank you for playing. Heather 2
  • 3. Table of Contents Overview 4 Emotions about our jobs 8 Career path 10 Students, Interns and Junior Planners 11 A note on salaries 14 Salary Results – US 15 Salary Results – Brazil 26 Salary Results – UK 33 Freelance 46 Open-ended responses 46 Closing thoughts 52 3
  • 4. 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 2000 Where 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 choice Unemployed % of people Surprisingly, there are 34 people out of work this year which is the months out of work exact same number as last year. However, divided by the larger group of 2,113 respondents, that brings the overall unemploy- ment down from, 2.1% to 1.6%. There has also been a shift toward fewer months unemployed, a sign that there is healthy 1-2 43% demand for people. Unemployment is more of a needed break than anything else. 3-4 23% 5-6 20% 7-8 0% 9-10 3% 11-12 0% 12+ 11% 4
  • 5. 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 Officer NEW (There is none higher than you on strategy) 1% Global Planning Director (You must be head of an account worldwide) 1% Regional Planning Director NEW (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
  • 6. 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 babies The trend continues - It's very hard to stay in the game and have children. I have children living at home: Men Women 31% True 21% True 69% False 79% False 6
  • 7. 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 planners In your opinion, which one agency has the strongest planning group? Don't 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. I'm still waiting for the new star to emerge. 7
  • 8. 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 our last job was boredom. But do we try to keep the love alive in our jobs? Do our agencies want novelty as much as 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
  • 9. Do you work locally or 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
  • 10. Career Path 33% 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
  • 11. Students (n=108) This was the first year that students were able to participate in the survey. 109 students from all over the world found the survey, but the schools with the most participants all have some connection to me – either I attended (University of Texas) or I have been a teacher or guest speaker. I look forward to seeing more students from places like HyperIsland and Boulder Digital 44% Works enter our work force. 56% true false Where did you go? Academy of Art, San Francisco, CA 27 students The University of Texas at Austin 6 students I am currently interning VCU Brandcenter 4 students Miami Ad School 3 students Why did you choose your school? Perhaps I shouldn’t be, but I was surprised to see that location was the number one factor in choosing a school. The program and its reputation were also reasons, of course, and were mentioned almost as 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 themes emerged of students seeking experience in digital communications and preferring 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
  • 12. 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 = $1,325 lowest = R$275, highest R$1142 lowest = €155, highest €1000 lowest = $250, highest $2400 # of internships % of interns 1 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
  • 13. Just among junior planners (n=260) Describe the level of difficulty finding your first planning job: It was a struggle and I'm 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 know what is expected of you 24% as a junior planner? completely 46% not really Take 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 expect to be a junior planner? 1 year 2 years 3 years 3+ years 13
  • 14. Salary Results First off, just a reminder, I am talking about annual salaries on the following pages. Second, I’d like to comment on what you’re about to see. The numbers indicate that the typical lifespan of a planner is 10-14 years. Perhaps you can stick it out a bit longer if you go global. So are planners growing up and getting out after 12 years? The top UK folks for instance might have 20+ years work experience, but their planning years have a ceiling of about 12. Interesting. At the same time, we just saw that 46% of junior planners see themselves rising to Head of Planning along their ca- reer path. One top planner I spoke to reacted to that figure expecting them to be disappointed, thinking that there are not likely enough positions to go around. Perhaps there are if the ride only lasts a few years. Anecdotally, I know many Heads of Planning who went on to freelance, start their own businesses and/or have families. Given what Dan Pink tells us in his book Drive, we are most motivated by autonomy, mastery and purpose. And I can see how a Head of Planning spot will provide that challenge and freedom at first. But it’s in our nature to grow accustomed to our situation. Most people I’ve known at this level are pretty smart and keeping them challenged is, well, challenging. 14
  • 16. 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
  • 17. Planner results - USA Planner 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
  • 18. Senior Planner results - USA Senior 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. Location Salaries are not clearly linked to cost of living but there are certainly 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) : $95,286 Group Planning Directors (10) : $121,200 Group Planning Directors (44) : $162,057 Heads of Planning (3) : $194,167 Heads of Planning (7) : $367,429 23
  • 24. Gender - USA no. within who 36 45 took survey salary $44,154 $44,782 Assistant Planners years planning 1.3 2.9 1.4 4.3 years working 66 117 $67,210 $63,326 Planners 2.8 5.9 2.9 5.6 79 108 $100,681 $97,238 Senior Planners 4.9 9.3 5.3 9.1 100 98 $174,957 $160,780 Group Planning Directors 8.5 13.7 9.7 14.6 59 42 $208,352 $207,076 Heads of Planning 11.1 16.8 12 18.7 24
  • 25. Beyond the US We 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: 17 Argentina: 28 Israel: 5 Switzerland: 8 Australia: 62 Italy: 11 Taiwan: 1 Austria: 1 Japan: 10 Thailand: 1 Belgium: 4 Malaysia: 10 Turkey: 5 Bulgaria: 1 Mexico: 12 UAE: 11 Brazil: 255 Netherlands: 40 UK: 227 Canada: 69 New Zealand: 9 Uruguay: 1 China: 25 Nigeria: 3 Venezuela: 7 Columbia: 9 Northern Ireland: 1 Costa Rica: 1 Norway: 3 Croatia: 2 Pakistan: 4 Czech Republic: 2 Panama: 1 Denmark: 7 Peru: 4 Dominican Republic: 1 Philippines: 2 Ecuador: 2 Portugal: 17 El Salvador: 1 Romania: 11 Finland: 2 Russian Federation: 6 France: 44 Saudi Arabia: 4 Germany: 45 Singapore: 23 Greece: 5 Slovenia: 1 Hungary: 2 South Africa: 20 India: 29 Spain: 43 Indonesia: 12 Sri Lanka: 1 25
  • 26. Salary Results - Brazil The increase in salaries in Brazil over last year is the biggest jump this survey 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 on average. If you’re in Brazil and haven’t seen a raise in the last year, take a close look at these numbers. 26
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. Gender - Brazil no. within who 30 21 took survey salary R$62,510 R$85,810 Assistant Planners years planning 3.7 7.7 4.9 9 years working 33 24 R$119,535 R$83,535 Planners 4.8 9.2 3.7 8.1 27 14 R$107,780 R$142,927 Senior Planners 4.1 8 5.6 9.4 22 9 R$108,393 R$112,454 Group Planning Director 4.4 9.7 4.8 10.2 14 10 R$119,681 R$152,716 Heads of Planning 3.7 8 6.5 9.6 32
  • 34. 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. planner at a tiny com- pany, earning £26,000 £32,266 £30,433 85000/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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. 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
  • 41. Gender - UK no. within who 9 13 took survey salary £23,491 £23,014 Assistant Planners years planning 1 2.8 1 2.9 years working 40 18 £29,538 £36,042 Planners 2.3 3.8 2.8 4.9 33 19 £66,000 £62,357 Senior Planners 5.9 10.3 5.8 10.2 16 22 £89,329 £88,349 Group Planning Directors 10.7 14.7 10.7 15.2 26 10 £109,257 £101,280 Heads of Planning 11.2 18.3 10.2 18 41
  • 42. Salary Results - Australia, Canada, France, Germany, The Netherlands 42
  • 43. 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 $70K Canada (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
  • 44. 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 €60K Germany (€ 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
  • 45. 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
  • 46. Freelancers Payment info only for US planners due to number of participants. How many freelance planners Holy smokes! It seems are currently employed by your hired guns are all the rage. company, in your office location? More than 10:64% Don't know: 13% One: 13% Two: 5% Three: 2% Four: 1% Five: 1% 46
  • 47. 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 $33K Planner results - USA $80K 4 $43,375 1. $40/hr 2. $25/hr 3. $17/hr 3.4 3.4 4. $50/hr $19.5K Senior 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 $90K Group 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 $23K Planning 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
  • 48. Open-ended responses I know one of the most compelling reasons to read this report is the salary information. We are all curious if we are being paid “fairly.” But I find one of the most intriguing things about working on this survey project is the richness I get out of understanding the vast diversity within our dis- cipline. Diversity in terms of what we do, where we come from, and how that influences our approach. This year’s open-ended questions begin with a perusal of what we really do.Younger planners will find particular value in the appendices I've posted on SlideShare. We do a hell of a lot of different things and still carry the same general title. Just goes to show there is room in this world for all types. We also asked about our pursuits outside of work in serv- ice of making us better planners. Perhaps you’ll get an idea of something that will expand you. We asked about company perks, but there wasn’t much surprising here. For a creative field, we are generally lack- ing in creative perks. Finally, we pressed for stories of personal expansion. We wanted to know those moments when you stretched your- self. Again, it's worth reading the SlidesShare appendices for more details, but there’s quite a lot of inspiration to push yourself beyond your comfort zone. I hope you feel a bit inspired. 48
  • 49. Describe your day Think 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 isn't really that sexy. And per- haps listing it like this makes it too dry. But this isn't a travel brochure - it's 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 all the wonders of planning, but what about the 80% of the job that is ... well, a job? Most planners are just regular ad-people, not the sharing super-stars we are used to reading. I know we want to elevate the industry, but it is not 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 it's great but a lot of work has already been done by a team and client hasn't bought it yet. Work Time: I'm 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 team's work is 'on brief' but it doesn't culminate in a compelling idea. I spend the next two hours and part of the weekend discussing feed- back 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 agency's 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
  • 50. Planning outside work Beyond 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 & exhibition s - Language class - Trendwatch Inner zen & Social karma - Sport eg. marathon, martial arts, group sport - Traveling - Spending time with non-ad people (there's a novel thought) - Volunteer work - Planning social group - Yoga & meditation Make & 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 journal Company perks What, 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 treatment Personal & professional development - Inspirational activities (trip, conference, talk, etc.) - Global agency swap Fun & entertainment - Company parties, drinks & food - Killer music - Great location - Inter-agency competition - Bakery machine - Unique office design - Movie nights Work culture - Variety of clients & projects - Travel opportunity - The culture of openness - Multi-cultural workforce - Family togetherness - Family & pets friendly - No dress code 50
  • 51. 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 OURSELVES There are times in many individual careers where we have to step outside of our comfort zone and do something we aren't 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, better clients, less stress and more money." "I think we are tasked with these challenges more often than we think- whether it's speaking up when you're the minority or trying to accomplish something in a way that hasn't been tried before. In my internship after college I was tasked with a project that wasn't challenging me. After bringing it up to my manager and being ignored, I had to approach the issue head on with his boss. When I did this, I risked my relationship with my immediate manager, but in the end, I followed my instinct and 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 an entirely new role that they carved out just for me. I learned that speaking up when you're unhappy is the best thing to do, but in order for it to work out you need to be proactive and you've 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, it's 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. He answered no, because he thought that I was ready to start working after 1,5 years of planning studies in the U.S. But, oh boy, 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 wasn't the right place for me. At that time I was wondering if the planning 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 the customers. One day a man who I know briefly walked in to the store and after a conversation with him I had a name and the number 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 humble is good but that one shouldn't underestimate oneself - to turn to people I really trust for advice - that trying a completely different 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 doing much more meaningful work. I was sure they'd see me as pretty superficial. But I was surprised at how that wasn't really the case, and how those people were actually really interested in the cases where we'd pursued really interesting strategies or creative ideas - moved our industry forward a little or done stuff of more value than simply 'selling'. My work kind of held its own which I was surprised about. I guess I learned that when we try to do stuff of value in advertising, it has the capacity to transcend the shitty stereotypes of our industry. So yeah - keep aiming high and you won't get lynched at TED." "My background is in engagement planning - more specifically social media and propagation planning. When I arrived at my current agency I made it clear I wanted to learn much more about brand planning. On my very first day I was given a brand positioning brief. It was totally unlike anything I'd ever tackled before and completely paralyzed me with fear - however within two weeks I was presenting back my first brand positioning to client. Collaboration was the key to success - that and determination to succeed (and not look completely incompetent in front of my peers and the client). Working with the suits that 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 and took 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, otherwise I'm not growing or developing in a meaningful manner. So I try to look for an opportunity in everything I do and that makes my job all the more exciting/rewarding." 51
  • 52. Closing thoughts I’m starting to get a bit more serious about an idea for a book. I’d like to travel around the world and work for a couple of weeks at different companies to explore how planning/strategy is approached differently around the world and some of the more innovative companies that are pushing our discipline forward. If you think your company is doing something cool and you’d like to have me work for you for free in exchange for letting me poke 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 their effort with some follows on Twitter. We are here to answer follow-up questions and love to hear your ideas for future 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.com Special Thanks Many thanks to the individuals who spotted typos and bad grammar in earlier drafts: Adrian Ruiz-Mediavilla Anibal Casso Anthony D’Andrea Apo Bordin Ashly Stewart Ben Culpin Cameron Maddux Gabriel Patru Gareth Kay Gautam Ramdural Jon Miller Lanny Lucas-Stone Matthew Scott Mauro Murace Omar El-Gammal Rob Campbell Rye Clifton Simon Kemp Tom Bassett 52
  • 53. Another survey comes to an end. Thanks for reading. 53