THE PLANNER SURVEY 2011

Authors 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 So Paulo ponds (thanks for the wonderful experience Ole and Patricia!), I was asked to judge the Festival 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 collaboration 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 cant believe how much we have been able to accomplish in the past 12 months together. And Ive 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. Im 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 wouldnt exist without you answering the questions and my brilliant team of FIVE helpers. Please show them some love by following them all on Twitter. As always, thank you for playing. Heather

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

Overview

2011

USA:909 TheRest:1204

2113

completed surveys

54%

46%

1578
USA:532 TheRest:685

completed surveys

1217

completed surveys

500

1000

1500

2000

Where do we work?

Full-service Agency 58% Digital Agency 11% Other 5% Freelance/Self Employed 5% Creative Boutique 4% Unemployed 2% Multi-cultural Agency 2% Media Agency 2% Direct Agency 1% Client Side 1%
Numbers dont always add up to 100 percent due to rounding.

2% 2%

Brand Consultancy 3% -

Student 5% - may also intern, first time adding this choice Intern 1% - but not in school, first time adding this choice

Unemployed
Surprisingly, there are 34 people out of work this year which is the exact same number as last year. However, divided by the larger group of 2,113 respondents, that brings the overall unemployment down from, 2.1% to 1.6%. There has also been a shift toward fewer months unemployed, a sign that there is healthy demand for people. Unemployment is more of a needed break than anything else.

months

% of people out of work

1-2 3-4 5-6 7-8 9-10 11-12 12+

43% 23% 20% 0% 3% 0% 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 weve finally landed on a more complete picture of the different levels in our discipline.
CEO Global Head of Planning / Chief Strategy Officer (There is none higher than you on strategy) Global Planning Director (You must be head of an account worldwide)
NEW

2%

NEW

1% 1% 2%

Regional Planning Director (You look after several countries but not the whole world) Director of Planning / Head of Planning (this may be the highest role in your company or just your office location) 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")

15%

19%

Senior Planner

22%

Planner

25%
Assistant Planner

13% Participants by company size (n=1,844):

Tiny (I work with myself or with a few people) Small (Less than 200 employees) Medium (Less than 2000 employees, eg. W&K, The Martin Agency, AKQA, CP+B) Large (Global network eg, BBDO, JWT, Leo Burnett)

5%
4%

34%
4%

22%
3%

38%
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 31% True 69% False

Women 21% True 79% False

What would you say is your companys reputation in the industry?

Excellent

Good

Fair

Poor

Unknown

28%

44%

20%

4%

5%

What is the size at your office location?

ep
3-5

ar
11-15

tm
21-30

ent
0 departments over 20 people in Brazil 20+ size departments mostly found in the USA and London 30+

8%
2

28%
6-10

11%
16-20

6%

11%

23%

6%

8%

Strong planners

In your opinion, which one agency has the strongest planning group?

Don't Know

25% 14% 6%

5%

20% 9% 6%

5%

1%

2%

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.

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% current job? Dont like it - 7% Like it - 36% Really like it - 38% Love it - 19% How likely are you to Not at all likely - 29% change jobs this year? Somewhat unlikely - 20% 4% Neither likely or unlikely - 16% Somewhat likely - 21% Very likely - 14% 4% How long have you 6 months or less - 22% worked at your current company? 1 year - 27% 8% (Round to the closest number) 2 years - 16% 3 years - 12% 4 years - 7% 5 years or more - 16% 2%

Have you changed jobs in the past 12 months?

NO 63%

YES 37%

2009: YES = 32% 2010: YES = 35%

How often do you feel:

45%

38% 32%

- You get to do things you really like to do at work?

21% 22%

- An emotional high in your work life?

18%

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%

26%

- Anxious and emotionally drained at the end of the day?

19%

- Worried about work when you should be relaxing?

22%

12%

13%

13%

3% every day weekly monthly few times a once a year or less

3% every day weekly monthly few times a once a year or less

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
you rprised cus (su counts!) ir Ran a c o into ac 't g didn
B onjour

farmin

g/hyd

raulic

s spe

cialist

transl
barber
rch sc resea ientist

ator
archaeologist
arch itec t

ballet

dance

badmin

ton tra

iner

code monkey

I found my current job:

Through someone I know contacting me: Through a recruiter:

40% 17%

21%

Through my own effort contacting the company:

5% From a job posting on a website: 4%

Through interning here first: Through a Twitter/Facebook/LinkedIn status: Other:

3%

10%

PLANNER

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 Works enter our work force.
Where did you go?

56%
false

44%
true

Academy of Art, San Francisco, CA The University of Texas at Austin VCU Brandcenter Miami Ad School

27 students 6 students 4 students 3 students

I am currently interning

Why did you choose your school?

Perhaps I shouldnt 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

80

60

want to work for

85%
agencies

40

20
want to work

17%

client-side

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 lowest = R$275, highest R$1142

France (n=6): average = 550 lowest = 155, highest 1000

USA (n=25): average = $1,325 lowest = $250, highest $2400

# of internships

% of interns

1 2 3 4 5+

20% 42% 16% 11% 12%

44%

How did you find your internship? Through my own effort contacting the company Through my school

19% 16% 3% 11% 8%

Through someone I know contacting me From a job posting on a website

Through twitter/facebook/linked in status

Other (including: "doing an internship here before", "family")

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% 30% 23%

I had to meet a lot of people and knock on doors, but everything worked out: No problems, this job was waiting for me upon graduation:

Do you feel you know what is expected of you as a junior planner?

24%
completely

46%
not really

Take a wild guess - where will your career in planning go? (more than one answer possible)

Head of Planning:

46% 36% 23%

Start my own agency/company (hiring other people): Senior Planner:

33% 18%

Freelance Planner (working for yourself): Managing Director: Other:

19%

53%
How long do you expect to be a junior planner?

38%

8%

1%

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, Id like to comment on what youre 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 career 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 its in our nature to grow accustomed to our situation. Most people Ive 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. within who took survey max. salary in group

Total 82

$72K

salary years planning years working

$57,195
upper quarter

1.7

5.2

$44,499
1.3 3.7
average

$33,045
1
min. salary in group Small & Tiny 18

3.2

lower quarter

$28K
Medium 19 Large 39

$58,275
1.8 5.2

$66,500
1.3 2.9

$51,600
2 3.8

$46,589
1.3 4.8

$44,732
1.2 2.9

$44,281
1.4 3.6

$36,125
0.8 5.3

$29,025
1.1 2.8

$36,270
1 2.3

average of previous year

$39,067
1.2 3.4

$38,219
1.5 2.7

$43,036
1.6 3.3

$42,334
1.6 3.7

$43,197
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 48

Medium 59

Large 62

$88,904
2.9 6.8

$87,281
4.4 9.1

$81,000
2.6 7.2

$67,046
2.9 5.6

$67,542
3.2 6.5

$61,473
2.4 4.6

$45,542
2.7 5.3

$49,183
2.4 4.7

$43,785
2 3.3

$60,311
2.6 4.9

$58,476
2.6 5.3

$61,684
3.1 5.4

$58,573
2.9 4.9

$57,671
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 53

Medium 68

Large 52

$141,385
5.5 12.4

$135,821
5.3 10

$133,942
6.4 11.9

$100,745
4.9 9.3

$98,721
4.7 8.5

$97,098
5.4 9.3

$67,231
4.1 9.3

$67,844
3.2 6.2

$69,500
5 8.5

$94,347
5.9 9.9

$104,084
6.0 9.7

$96,590
5.9 9.8

$101,154
5.9 9.8

$100,200
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 41 Medium 50 Large 94

$200,000
9.4 12.7

$263,458
13 14.6

$250,120
12.6 18.5

$136,744
7.5 12.1

$175,616
9.1 13.8

$177,653
9.5 14.9

$77,825
5.4 9.9

$109,827
7.4 12.8

$117,725
6 11.4

$157,310
9.9 13.7
2006

$163,382
9.7 14.2
2007

$168,879
9.2 14.7

$166,546
9.8 14.5

$166,469
9.9 15.1

2008

2009

2010

19

Head of Planning results USA Head of Planning results --USA

Total 103

$510K

One rock star is making nearly double this top salary. Took 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 46

Medium 23

Large 18

$324,727
10.7 16.1

$347,000
15.2 20

$391,000
16.6 21.4

$184.500
9.7 16.2

$231,283
13.4 19.9

$256,667
12.6 18.6

$95,091
5.9 13.2

$146,600
11.8 19.6

$125,000
8.6 15.8

$172,188
11.1 15.3
2006

$167,421
9.3 15.8

$181,159
10.3 15.9
2008

$197,643
11.0 17.2
2009

$193,198
10.9 17

2007

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 2 Medium 3 Large 4

$270,000
18.5 21.5

$190,000
10 19

$172,500
7.5 15

21

Global Planning Director, Global Head of Planning / Chief Strategy Officer, CEO results - USA

10 of these work for large companies

9 of these work for small/tiny companies

9 of these work for small/tiny companies

Global Planning Director 12

Global Head of Planning 12

CEO 10

$425K

$450K

$800,000

$328,333
12 18.3

$341,667
16 21.6

$510,000
13.3 22

$246,818
13.6 18.6

$233,182
11 17.4

$272,400
15.6 22.8

$175,000
10.6 12.6

$130,000
4 13.6

$106,333
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 BOSTON Asst. Planners (5) : $42,200 Planners (9) : $62,722 Sr. Planners (7) : $94,600 Group Planning Directors (6) : $128,333 Heads of Planning (0)

SAN FRANCISCO Asst. Planners (8) : $53,125 Planners (16) : $67,594 Sr. Planners (16) : $130,895 Group Planning Directors (12) : $178,302 Heads of Planning (9) : $220,242

LOS ANGELES Asst. Planners (16) : $42,893 Planners (18) : $63,958 Sr. Planners (17) : $97,389 Group Planning Directors (8) : $165,063 Heads of Planning (8) : $248,250

NEW YORK Asst. Planners (18) : $46,921 Planners (52) : $63,783 Sr. Planners (54) : $102,460 Group Planning Directors (86) : $184,746 Heads of Planning (26) : $240,889 CHICAGO Asst. Planners (9) : $46,622 Planners (24) : $68,584 Sr. Planners (27) : $95,286 Group Planning Directors (44) : $162,057 Heads of Planning (7) : $367,429
23

TEXAS Asst. Planners (4) : $35,750 Planners (11) : $59,341 Sr. Planners (11) : $96,361 Group Planning Directors (10) : $121,200 Heads of Planning (3) : $194,167

Gender - USA

no. within who took survey salary

36

45

$44,154
1.3
66

$44,782
1.4 4.3
117

Assistant Planners

years planning years working

2.9

$67,210
Planners

$63,326
2.9
108

2.8
79

5.9

5.6

$100,681
Senior Planners

$97,238
5.3
98

4.9

9.3
100

9.1

$174,957
Group Planning Directors

$160,780
9.7 14.6
42

8.5

13.7
59

$208,352
Heads of Planning

$207,076
12 18.7

11.1 16.8

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 Surveys reach.

Afghanistan: Argentina: Australia: Austria: Belgium: Bulgaria: Brazil: Canada: China: Columbia: Costa Rica: Croatia: Czech Republic: Denmark: Dominican Republic: Ecuador: El Salvador: Finland: France: Germany: Greece: Hungary: India: Indonesia:

1 28 62 1 4 1 255 69 25 9 1 2 2 7 1 2 1 2 44 45 5 2 29 12

Ireland: Israel: Italy: Japan: Malaysia: Mexico: Netherlands: New Zealand: Nigeria: Northern Ireland: Norway: Pakistan: Panama: Peru: Philippines: Portugal: Romania: Russian Federation: Saudi Arabia: Singapore: Slovenia: South Africa: Spain: Sri Lanka:

6 5 11 10 10 12 40 9 3 1 3 4 1 4 2 17 11 6 4 23 1 20 43 1

Sweden: Switzerland: Taiwan: Thailand: Turkey: UAE: UK: Uruguay: Venezuela:

17 8 1 1 5 11 227 1 7

25

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 youre in Brazil and havent seen a raise in the last year, take a close look at these numbers.

Salary Results - Brazil

26

Asst. Planner results - Brazil (+legend)

type of agency and no. within who took survey max. salary in group

Total 51

R$392K R$171,362
3.6

(really??)

salary years planning years working

7.8

R$72,104
4.2 8.3

R$18,726
3.3
min. salary in group

7.5

R$6K

Small & Tiny 26

Medium 4

Large 15

R$117,500
3 5.5

R$30,325
6 11.3

R$69,258
3.6 7.2

R$33,667
5.3 8.3

R$20,449
4 8.4

R$40,725
3.5 7.6

R$8,875
1.4 4

average of previous year

R$23,763
1.8 4.2

R$24,492
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 32

Medium 7

Large 15

R$245,619
7.4 12.4

R$26,875
3.8 6.3

R$131,522
4.6 9.5

R$40,640
2.4 5.2

R$20,087
3.4 7.1

R$53,078
3.3 6

R$13,600
1 3

R$49,500
3 6.7
2009

R$49,016
2.9 6.4

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 19

Medium 12

Large 14

R$374,288
6.5 11.5

R$166,667
2.7 6.3

R$197,555
8.3 11.7

R$165,823
4.2 8.9

R$74,108
3.2 8

R$95,190
6.4 8.8

R$31,460
2.3 6.8

R$15,100
4.3 8

R$28,867
6.5 7.8

R$101,512
5.1 10.6

R$88,209
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 8

Medium 4

Large 17

R$328,436
3.3 5.5

R$116,775
3.2 7.1

R$81,425
7.5 13.7

R$121,084
4 9.4

R$25,773
6.3 14

R$156,880
6.9 11.1

R$184,663
6.8
2010

12

2009

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 15

Medium 4

Large 2

R$287,584
4.4 7.5

R$130,693
4.5 7.8

R$122,375
5.4 11

R$285,000
3 5.5

R$46,040
6.8 9.8

R$283,427
7.5 15.3

R$215,589
7.1 14.1

2009

2010

31

Gender - Brazil

no. within who took survey salary

30

21

R$62,510

R$85,810

Assistant Planners

years planning years working

3.7
33

7.7

4.9
24

R$119,535 Planners

R$83,535

4.8
27

9.2

3.7
14

8.1

R$107,780 Senior Planners

R$142,927

4.1
22

5.6
9

9.4

R$108,393 Group Planning Director

R$112,454

4.4
14

9.7

4.8

10.2
10

Heads of Planning

R$119,681

R$152,716

3.7

6.5

9.6

32

Salary Results - UK

33

Asst. Planner results - UK (+legend)

type of agency and no. within who took survey max. salary in group

Total 22

34,000 30,560
upper quarter

salary years planning years working

1.3

2.5

23,491
average

0.9

2.8

18,400
lower quarter

1.1
min. salary in group

3.6

18,000

+1 jr. planner at a tiny company, earning 85000/year, left that out

Small & Tiny 7

Medium 5

Large 10

26,000
1 4

32,266
2 2.5

30,433
1.2 3.2

21,735
0.8 2.9

59,667
0.9 2.8

23,013
0.9 2.8

18,800
0.5 2

19,571
0.9 3

18,250
2 3

Average of previous year

24,072
1.6 2.8

37,250
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 25

Medium 20

Large 13

45,763
4 6.5

50,416
3.8 8.8

50,409
3.8 6.8

35,680
2.8 5

36,304
2.8 4.9

36,657
2.9 4.9

22,803
1.8 3.9

29,538
2.3 3.8

22,633
1.8 2.3

36,584
3.2 4.9

37,250
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 21

Medium 14

Large 13

88,250
6.5 11.8

85,150
5.7 11.8

82,250
4.1 15.3

66,000
5.9 10.3

65,696
6 10.3

61,781
5.9 10.2

39,364
5.6 11

44,200
6.2 12.2

46,000
5.1 11

56,081
5.3 9.5

63,711
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
9.9 17.7
2009

87,842
9 13.7
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 took survey salary

13

23,491
1
40

23,014
1
18

Assistant Planners

years planning years working

2.8

2.9

29,538
Planners

36,042
2.8
19

2.3
33

3.8

4.9

66,000
Senior Planners

62,357
5.8 10.2
22

5.9

10.3
16

89,329
Group Planning Directors

88,349
10.7 15.2
10

10.7 14.7
26

109,257
Heads of Planning

101,280
10.2 18

11.2 18.3

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

42

Australia (AUS$) (+legend)

Asst. Planner 3 Planner 19

no. who took survey

Sr. Planner 10

max. salary in group

$100K

$180K

$39,353
0.8 1

salary years planning years working min. salary in group

$73,737
average

$118,500
4.4 12

2.6

6.5

$53K
Head of Planning 17

$70K
Regional Planning Director 3

Group Planning Director 8

$250K

$400K

$187,500
6.6 13.6
$160K

$215,882
10.5 17.9
$70K

$205,000
17 20.7

Canada (Canadian $)
Asst. Planner 14 Planner 13 Sr. Planner 14

$55K

$110K

$150K

$43,671
1.1 3.5

$71,997
2.3 5.8

$92,871
4.4 9.9

$28K
Group Planning Director 10

$45K
Head of Planning 13

$55K

$275K

$250K

$133,000
7.1 13.8
$85K

$163,077
7.9 13.5

$110K

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France ( Euro)
Asst. Planner 6 Planner 13 Sr. Planner 7

33K

51K

80K

28,333
1.3 3.3

36,562
2.3 4.1

61,286
6.3 8.7

27K
Group Planning Director 7

29.8K

30K

120K

86,429
9.9 14

60K

Germany ( Euro)
Asst. Planner 9 Planner 11 Sr. Planner 8

42K

70K

95K

31,978
1 3.2

43,655
3.7 5.6

65,750
7.4 8.5

27K
Group Planning Director 3

32K
Head of Planning 8

46K
Regional Planning Director 3

160K

75,267
9 10

106,000
10.9 14.9
60K

160,000
14.3 15.3

44

The Netherlands ( Euro)

Asst. Planner 5 Planner 12 Sr. Planner 8

40K

70K

100K

32,360
2.1 3.5

53,693
3.6 8.3

58,638
5.5 8.8

25.6K
Group Planning Director 5

34K
Head of Planning 9

36K

140K

144K

92,400
6.2 11.6

114,889
11.7 15.6
80K

65K

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Payment info only for US planners due to number of participants.

Freelancers

How many freelance planners are currently employed by your company, in your office location?

Holy smokes! It seems hired guns are all the rage.

64% Don't know: 13% One: 13% Two: 5% Three: 2% Four: 1% Five: 1%
More than 10:

46

Assistant Planner results - USA (+legend)

$48K

$40,250
0.9 3.8

salary years planning years working

1. $400/day 2. $25/hr 3. $20/hr 4. $350/day

Freelancers shared their average hourly or day rates.

$33K

Planner results - USA

$80K

$43,375
3.4 3.4

1. $40/hr 2. $25/hr 3. $17/hr 4. $50/hr

$19.5K

Senior Planner results - USA

$150K

$109,167
9.3 15.7

1. $65/hr 2. $115-$175/hr 3. $450/day 4. $150/hr 5. $100/hr

$90K

Group Planning Director results - USA

$325K

14

$138,000
9.6 17.9

1. $500/day 2. $1000/day 3. $1500/day 4. $500/day 5. $1700/day 6. $75/hr 7. by project

8. $1500/day 9. $800/day 10. $200/hr 11. $1500/day 12. $100/hr 13. $1200-$1500/day 14. $160/hr

$23K

Planning Director results - USA

$400K

12

$190,848
15.2 20.1
$90K

1. $2500-$3000/day 2. $125/hr 3. $200/hr 4. $250hr, $1000$1500/day in office, $1500-$2000/day in field 5. $1300/day

6. $1500/day 7. $350-$500/hr 8. $150/hr 9. $100/hr, $125/hr moderating 10. $2500/day 11. $200/hr 12. $120/hr

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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 discipline. Diversity in terms of what we do, where we come from, and how that influences our approach. This years 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 service of making us better planners. Perhaps youll get an idea of something that will expand you. We asked about company perks, but there wasnt much surprising here. For a creative field, we are generally lacking in creative perks. Finally, we pressed for stories of personal expansion. We wanted to know those moments when you stretched yourself. Again, it's worth reading the SlidesShare appendices for more details, but theres quite a lot of inspiration to push yourself beyond your comfort zone. I hope you feel a bit inspired.

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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 perhaps 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 feedback and suggestions for ways to approach the work."

What we do breaks down into the following types of activities:

- Brand positioning, architecture, taglines & visual identity (creating, presenting) - New business activities: pitch, proposal - Campaign & initiative: writing brief/reverse-brief, giving feedback, evaluating creative work, concepting, production, presenting & dealing with client - Qual & quant research (prepare, moderate, analyse & write report): focus group, survey, product/campaign testing - Workshop (set-up, activities, report) - Understanding target, trend & industry: research, interview, segmentation, report - Brain candy/inspiration hour: social media, book, video, RSS feed, exhibition, conference - Creative brainstorm (participant and/or leader) - Competitive & communication analysis - Personal tweet & blog - Client social media strategy & campaign - Internal strategy & meeting - Responsible for 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

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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 & exhibitions - 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 its 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 abilities 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 December. 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 remembered 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 clients 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
Im starting to get a bit more serious about an idea for a book. Id 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 youd 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 hklefevre@gmail.com @hklefevre http://illchangeyourlife.wordpress.com Julia Lee julialeek@gmail.com @hellojulialee

Bori Toth tborbala@hotmail.com @boribora http://flavors.me/boritoth Megan Averell megan_averell@yahoo.com @meggatron

Willem van der Horst willemvdh75@gmail.com @hippowill http://www.willemvdh.com Ayden Abdine - designer ayden@aydenabdine.com @ayden_a http://www.aydenabdine.com

Yuliani Setiadi yuliani.setiadi@gmail.com @JuliaBanana

Special Thanks
Many thanks to the individuals who spotted typos and bad grammar in earlier drafts:
Adrian Ruiz-Mediavilla Anibal Casso Anthony DAndrea 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