The Planner Survey 2011

1

THE PLANNER SURVEY 2011

2

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

Author’s note

3

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

Table of Contents

4

0 500 1000 1500 2000

1578

1217

completed surveys

completed surveys

USA: 532The Rest: 685

2113 completed surveys

USA: 909The Rest: 12042011

Numbers don’t always add up to 100 percent due to rounding.

Overview

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

Intern 1% - but not in school, first time adding this choice

Unemployed % of people out of work

months

1-23-4 5-67-8 9-1011-12

43%23%

20%0%3%

12+0%11%

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 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 demand for people. Unemployment is more of a needed break than anything else.

54% 46%

5

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)

CEO

Regional Planning Director (You look after several countries but not the whole world)

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")

Planner

Senior Planner

Assistant Planner

2%

1%

1%

2%

15%

19%

22%

25%

13%

Director of Planning / Head of Planning(this may be the highest role in your company or just your office location)

Participants by title (n=1,975):

Tiny (I work with myself or

with a few people)

5%4%

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)

34%4%

22%3%

38%4%

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.

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

NEW

NEW

6

Ethnicity (select all that apply)

Men31% True69% False

I have children living at home:

Women21% True79% False

Not planning babies

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

Age

Caucasian - 74%

Asian/Pacific Islander - 10%

Hispanic - 10%

Other - 9%

Black/African American - 3%

Native American - 1%

18-24 - 11%

24-34 - 58%

35-54 - 31%

55+ - 1%

7

What would you say is your company’s reputation in the industry? 28% 44% 20% 4% 5%

?Excellent Good Fair Unknown

d e p a r t m e n t

1

8%

2

11%

3-5

28%

6-10

23%

11-15

11%

16-20

6%

21-30

6%

30+

8%

What is the size at your office location?

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

Don't Know 25%

9% 2%

6% 1%6% 6%

14% 1%

20% 5%5%

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.

Poor

0 departments over 20 people in Brazil

20+ size departments mostly found in the USA and London

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?

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

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

21%

45%

22%

1%

11%

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

- An emotional high in your work life?

8%

18%

38%

32%

3%

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

- Worried about work when you should be relaxing?

19%

13%

43%

22%

3%

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

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

12%

47%

26%

3%

13%

How often do you feel:

How much do you like your current job?

Hate it - 1%Don’t like it - 7%Like it - 36%Really like it - 38%Love it - 19%

How likely are you to change jobs this year?

Not at all likely - 29%Somewhat unlikely - 20% 4%Neither likely or unlikely - 16%Somewhat likely - 21%Very likely - 14% 4%

How long have you worked at your current company?

(Round to the closest number)

6 months or less - 22%1 year - 27% 8%2 years - 16%3 years - 12%4 years - 7%5 years or more - 16% 2%

Have you changed jobs in the past 12 months?

YES37%

NO63%

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

9

Do you work locally or globally? (n=1,976)

How do you feel about working abroad? (n=1,976: more than 1 answer possible)

I would take a position if it were right for me

I am happy working in my home country

I am already on ex-pat

I am actively seeking opportunities to work abroad

My family situation makes it unlikely for now

It is really difficult to get work in another country

53%

31%

18%

18%

14%

8%

I mostly work on clients...

Within a region of my country

In the country where I live

In the country where I live plus a few nearby

In a region like Europe, Latin America or Asia

That are global

9%

54%

15%

15%

8%

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:

farming/hydraulics specialist

code monkey

ballet dancer

badminton trainer

research scientist

barber

DJ

architect

Ran a circus (surprised you

didn't go into accounts!)

translator

Bonjour

archaeologist

PLANNER

I found my current job:

Through someone I know contacting me: 40%Through a recruiter: 21%Through my own effort contacting the company: 17%Through interning here first: 5%From a job posting on a website: 4%Through a Twitter/Facebook/LinkedIn status: 3%Other: 10%

11

Students (n=108)

I am currently interning

44%true56%

false

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?

Academy of Art, San Francisco, CA 27 studentsThe University of Texas at Austin 6 studentsVCU Brandcenter 4 studentsMiami 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 almostas 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.

0

20

40

60

80

100

85%want to work for

agencies

17% want to work

client-side

12

Interns (among the students above and the people who are just interning) (n=73)

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%

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

% of interns

12345+

42%16%11%12%

# of internships

20%

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

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

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 as a junior planner? completely

not really

24%46%

How long do you expect to be a junior planner?

1 year 2 years 3 years 3+ years

53% 38% 8% 1%

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%

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.

15

Salary Results - USA

16

Asst. Planner results - USA (+legend)

$72K

$28K

$57,195

1.7 5.2

$44,499

1.3 3.7

$33,045

1 3.2

Total82

Small & Tiny18

$58,275

1.8 5.2

$46,589

$36,125

1.3 4.8

0.8 5.3

$66,500

1.3 2.9

$44,732

$29,025

1.2 2.9

1.1 2.8

$51,600

2 3.8

$44,281

$36,270

1.4 3.6

1 2.3

Medium19

Large39

1.2 3.4

2006

average of previous year

upper quarter

average

lower quarter

salary

years planning

years working

type of agency and no. within who took survey

max. salary in group

min. salary in group

1.5 2.7

2007

1.6 3.3

2008

1.3 3.7

2010

1.6 3.7

2009

$39,067 $38,219 $43,036 $42,334 $43,197

17

Planner results - USA

$128K

$19,550

$86,674

3.6 7.7

$64,395

2.8 5.7

$44,274

2.4 4

Total184

Small & Tiny48

$88,904

2.9 6.8

$67,046

$45,542

2.9 5.6

2.7 5.3

$87,281

4.4 9.1

$67,542

$49,183

3.2 6.5

2.4 4.7

$81,000

2.6 7.2

$61,473

$43,785

2.4 4.6

2 3.3

Medium59

Large62

$60,311

2.6 4.9

$58,476

2.6 5.3

$61,684

3.1 5.4

$58,573

2.9 4.9

2006 2007 2008 2009

$57,671

2.7 4.5

2010

Planner results - USA

18

Senior Planner results - USA

$210K

$50K

$134,995

6.1 11

$98,689

5.1 9.3

$68,822

4 7.6

Total180

Small & Tiny53

$141,385

5.5 12.4

$100,745

$67,231

4.9 9.3

4.1 9.3

$135,821

5.3 10

$98,721

$67,844

4.7 8.5

3.2 6.2

$133,942

6.4 11.9

$97,098

$69,500

5.4 9.3

5 8.5

Medium68

Large52

$94,347

5.9 9.9

$104,084

6.0 9.7

$96,590

5.9 9.8

$101,154

5.9 9.8

2006 2007 2008 2009

$100,200

5.6 9.8

2010

Senior Planner results - USA

19

Group Planning Director results - USA

$400K

$46,500

$246,461

12.7 17.7

$167,904

9 14.2

$99,682

6 11.8

Total188

Small & Tiny41

$200,000

9.4 12.7

$136,744

$77,825

7.5 12.1

5.4 9.9

$263,458

13 14.6

$175,616

$109,827

9.1 13.8

7.4 12.8

$250,120

12.6 18.5

$177,653

$117,725

9.5 14.9

6 11.4

Medium50

Large94

9.9 13.7

2006

9.7 14.2

2007

9.2 14.7

2008

9.9 15.1

2010

9.8 14.5

2009

$157,310 $163,382 $168,879 $166,546 $166,469

20

Head of Planning results - USAHead of Planning results - USA

$510K

$58K

$324,423

14.1 18.4

$207,832

11.6 17.8

$106,447

7.8 15.2

Total103

Small & Tiny46

$324,727

10.7 16.1

$184.500

$95,091

9.7 16.2

5.9 13.2

$347,000

15.2 20

$231,283

$146,600

13.4 19.9

11.8 19.6

$391,000

16.6 21.4

$256,667

$125,000

12.6 18.6

8.6 15.8

Medium23

Large18

$172,188

11.1 15.3

$167,421

9.3 15.8

$181,159

10.3 15.9

$197,643

11.0 17.2

2006 2007 2008 2009

$193,198

10.9 17

2010

One rock star is making nearly double this top salary. Took them out to make numbers representative.

21

Regional Planning Director results - USA

$552,500

$100,000

$370,667

11.3 17.6

$225,900

10 15.9

$125,667

7 11.3

Total10

Small & Tiny2

$270,000

18.5 21.5

$190,000

10 19

$172,500

7.5 15

Medium3

Large4

22

$450K

$115K

$341,667

16 21.6

$233,182

11 17.4

$130,000

4 13.6

9 of these work for small/tiny companies

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

$425K

$328,333

12 18.3

$246,818

13.6 18.6

$175,000

10.6 12.6

Global Planning Director

12

10 of these work for large companies

$155K

Global Head of Planning

12

$800,000

$74,000

$510,000

13.3 22

$272,400

15.6 22.8

$106,333

12 17.6

CEO10

9 of these work for small/tiny companies

23

NEW YORKAsst. Planners (18) : $46,921

Planners (52) : $63,783Sr. Planners (54) : $102,460

Group Planning Directors (86) : $184,746Heads of Planning (26) : $240,889

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

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

LOS ANGELESAsst. Planners (16) : $42,893

Planners (18) : $63,958Sr. Planners (17) : $97,389

Group Planning Directors (8) : $165,063Heads of Planning (8) : $248,250

CHICAGOAsst. Planners (9) : $46,622

Planners (24) : $68,584Sr. Planners (27) : $95,286

Group Planning Directors (44) : $162,057Heads of Planning (7) : $367,429

TEXASAsst. Planners (4) : $35,750

Planners (11) : $59,341Sr. Planners (11) : $96,361

Group Planning Directors (10) : $121,200Heads of Planning (3) : $194,167

MINNEAPOLISAsst. Planners (5) : $39,480Planners (6) : $68,750Sr. Planners (10) : $73,500Group Planning Directors (8) : $158,375Heads of Planning (11) : $146,727

LocationSalaries are not clearly linked to cost of living but there are certainly more planning gigs in the obvious places.

24

Gender - USA

$44,154

1.3 2.9

$44,782

1.4 4.3

$67,210

2.8 5.9

$63,326

2.9 5.6

$100,681

4.9 9.3

$97,238

5.3 9.1

$174,957

8.5 13.7

$160,780

9.7 14.6

$208,352

11.1 16.8

$207,076

12 18.7

Assistant Planners

36 45

66 117

79 108

100 98

59 42

Planners

Senior Planners

Group Planning Directors

Heads of Planning

salary

years planning

years working

no. within who took survey

25

Beyond the USWe 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: 1Argentina: 28Australia: 62Austria: 1Belgium: 4Bulgaria: 1Brazil: 255Canada: 69China: 25Columbia: 9Costa Rica: 1Croatia: 2Czech Republic: 2Denmark: 7Dominican Republic: 1Ecuador: 2El Salvador: 1Finland: 2France: 44Germany: 45Greece: 5Hungary: 2India: 29Indonesia: 12

Ireland: 6Israel: 5Italy: 11Japan: 10Malaysia: 10Mexico: 12 Netherlands: 40New Zealand: 9Nigeria: 3Northern Ireland: 1Norway: 3Pakistan: 4Panama: 1Peru: 4Philippines: 2Portugal: 17Romania: 11Russian Federation: 6Saudi Arabia: 4Singapore: 23Slovenia: 1South Africa: 20Spain: 43Sri Lanka: 1

Sweden: 17Switzerland: 8Taiwan: 1Thailand: 1Turkey: 5UAE: 11UK: 227Uruguay: 1 Venezuela: 7

26

Salary Results - BrazilThe 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.

27

Asst. Planner results - Brazil (+legend)

R$392K

R$6K

R$171,362

3.6 7.8

R$72,104

4.2 8.3

R$18,726

3.3 7.5

Total51

Small & Tiny26

R$117,500

3 5.5

R$69,258

R$40,725

3.6 7.2

3.5 7.6

R$33,667

5.3 8.3

R$30,325

6 11.3

R$20,449

R$8,875

4 8.4

1.4 4

Medium4

Large15

R$23,763

1.8 4.2

2009

salary

years planning

years working

type of agency and no. within who took survey

max. salary in group

min. salary in group

average of previous year

(really??)

R$24,492

1.9 3.9

2010

28

R$420K

R$12K

R$256,854

7.1 13

R$104,377

4.3 8.8

R$19,379

3.4 7.2

Total57

Small & Tiny32

R$245,619

7.4 12.4

R$131,522

R$53,078

4.6 9.5

3.3 6

R$40,640

2.4 5.2

R$26,875

3.8 6.3

R$20,087

R$13,600

3.4 7.1

1 3

Medium7

Large15

Planner results - Brazil

R$49,500

3 6.7

2009

R$49,016

2.9 6.4

2010

29

Senior Planner results - Brazil

R$520K

R$10.8K

R$277,175

5.6 10

R$122,736

4.7 8.6

R$27,100

3.8 7.8

Total47

Small & Tiny19

R$374,288

6.5 11.5

R$165,823

R$31,460

4.2 8.9

2.3 6.8

R$166,667

2.7 6.3

R$197,555

8.3 11.7

R$95,190

R$28,867

6.4 8.8

6.5 7.8

Medium12

Large14

R$101,512 R$88,209

5.1 5.210.6 9.6

2009 2010

R$74,108

3.2 8

R$15,100

4.3 8

30

Group Planning Director results - Brazil

R$545K

R$17K

R$269,968

4 6.1

R$109,572

4.5 9.9

R$24,274

5.1 13.6

Total31

Small & Tiny8

R$116,775

3.2 7.1

R$328,436

3.3 5.5

R$121,084

R$25,773

4 9.4

6.3 14

Medium4

Large17

R$156,880 R$184,663

6.9 6.811.1 12

2009 2010

R$81,425

7.5 13.7

31

Head of Planning results - Brazil

R$600K

R$19.5K

R$308,389

6.8 11.2

R$133,446

8.6

R$38,943

3.7 6.4

Total24

4.8

Small & Tiny15

R$287,584

4.4 7.5

R$130,693

R$46,040

4.5 7.8

6.8 9.8

R$285,000

3 5.5

Medium4

Large2

R$122,375

5.4 11

R$283,427 R$215,589

7.5 7.115.3 14.1

2009 2010

32

Gender - Brazil

R$62,510

3.7 7.7

R$85,810

4.9 9

R$119,535

4.8 9.2

R$83,535

3.7 8.1

R$107,780

4.1 8

R$142,927

5.6 9.4

R$108,393

4.4 9.7

R$112,454

4.8 10.2

Assistant Planners

30 21

33 24

27 14

22 9

Planners

Senior Planners

Group Planning Director

salary

years planning

years working

no. within who took survey

R$119,681

3.7 8

14

Heads of PlanningR$152,716

6.5 9.6

10

33

Salary Results - UK

34

Asst. Planner results - UK (+legend)

£34,000

£18,000

£30,560

1.3 2.5

£23,491

0.9 2.8

£18,400

1.1 3.6

Total22

Average of previous year

upper quarter

average

lower quarter

salary

years planning

years working

type of agency and no. within who took survey

max. salary in group

min. salary in group

Small & Tiny7

£26,000

1 4

£21,735

£18,800

0.8 2.9

0.5 2

£32,266

2 2.5

£59,667

£19,571

0.9 2.8

0.9 3

£30,433

1.2 3.2

£23,013

£18,250

0.9 2.8

2 3

Medium5

Large10

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

£24,072

1.6 2.8

2009

£37,250

2.8 5.6

2010

35

Planner results - UK

£50,000

£17,000

£48,300

3.8 6.6

£36,008

2.8 4.9

£24,602

4.3

Total58

Small & Tiny25

£45,763

4 6.5

£35,680

£22,803

2.8 5

1.8 3.9

£50,416

3.8 8.8

£36,304

£29,538

2.8 4.9

2.3 3.8

£50,409

3.8 6.8

£36,657

£22,633

2.9 4.9

1.8 2.3

Medium20

Large13

£36,584

3.2 4.9

2009

£37,250

2.8 5.6

2010

2.2

36

Senior Planner results - UK

£246K

£18K

£96,385

6.5 12.3

£66,000

5.9 10.3

£41,000

10.2

Total52

Small & Tiny21

£88,250

6.5 11.8

£66,000

£39,364

5.9 10.3

5.6 11

£85,150

5.7 11.8

£65,696

£44,200

6 10.3

6.2 12.2

£82,250

4.1 15.3

£61,781

£46,000

5.9 10.2

5.1 11

Medium14

Large13

£56,081

5.3 9.5

2009

£63,711

5.2 8.8

2010

5.2

37

Group Planning Director results -UK

£135K

£44.5K

£119,334

12.9 17.3

£89,329

9.6 13.4

£62,111

7.5

Total38

£87,857

9.9 17.7

2009

£87,842

9 13.7

2010

4.5

38

Head of Planning results - UK

£250K

£49.5K

£164,444

16.2 20.1

£107,597

11 18.3

£62,167

14.6

Total36

5.4

39

Regional Director of Planning results - UK

£200K

£70K

£193,500

25 27.5

£121,714

10.8 19

£80,000

17.5

Total7

12.5

40

Global Planning Director results - UK

£200K

£70K

£182,500

14 16.5

£135,833

13.6 18.3

£85,000

20

Total6

12.5

41

Gender - UK

£23,491

1 2.8

£23,014

1 2.9

£29,538

2.3 3.8

£36,042

2.8 4.9

£66,000

5.9 10.3

£62,357

5.8 10.2

£89,329

10.7 14.7

£88,349

10.7 15.2

£109,257

11.2 18.3

£101,280

10.2 18

Assistant Planners

9 13

40 18

33 19

16 22

26 10

Planners

Senior Planners

Group Planning Directors

Heads of Planning

salary

years planning

years working

no. within who took survey

42

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

43

Australia (AUS$) (+legend)

Asst. Planner

3

$39,353

0.8 1

Planner19

$73,737

2.6 6.5

$100K

$53K

Sr.Planner

10

$118,500

4.4 12

$180K

$70K

Group Planning Director

8

$187,500

6.6 13.6

$250K

$160K

Head of Planning

17

$215,882

10.5 17.9

$400K

$70K

Regional Planning Director

3

$205,000

17 20.7

Canada (Canadian $)

Asst. Planner

14

$43,671

1.1 3.5

Planner13

$71,997

2.3 5.8

$110K

$45K

Sr.Planner

14

$92,871

4.4 9.9

$150K

$55K

Group Planning Director

10

$133,000

7.1 13.8

$275K

$85K

Head of Planning

13

$163,077

7.9 13.5

$250K

$110K

$55K

$28K

average

salary

years planning

years working

no. who took survey

max. salary in group

min. salary in group

44

France (€ Euro)

Asst. Planner

6

€28,333

1.3 3.3

Planner13

€36,562

2.3 4.1

€51K

€29.8K

Sr.Planner

7

€61,286

6.3 8.7

€80K

€30K

Group Planning Director

7

€86,429

9.9 14

€120K

€60K

Germany (€ Euro)

Asst. Planner

9

€31,978

1 3.2

Planner11

€43,655

3.7 5.6

€70K

€32K

Sr.Planner

8

€65,750

7.4 8.5

€95K

€46K

Group Planning Director

3

€75,267

9 10

Head of Planning

8

€106,000

10.9 14.9

€160K

€60K

€42K

€27K

€33K

€27K

Regional Planning Director

3

€160,000

14.3 15.3

45

The Netherlands (€ Euro)

Asst. Planner

5

€32,360

2.1 3.5

Planner12

€53,693

3.6 8.3

€70K

€34K

Sr.Planner

8

€58,638

5.5 8.8

€100K

€36K

Group Planning Director

5

€92,400

6.2 11.6

€140K

€65K

Head of Planning

9

€114,889

11.7 15.6

€144K

€80K

€40K

€25.6K

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

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

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

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

47

$80K

$19.5K

Planner results - USA

$43,375

3.4 3.4

1. $40/hr2. $25/hr3. $17/hr4. $50/hr

4

$90K

$150K

Senior Planner results - USA

$109,167

9.3 15.7

1. $65/hr2. $115-$175/hr3. $450/day4. $150/hr5. $100/hr

6

$325K

$23K

Group Planning Director results - USA

$138,000

9.6 17.9

1. $500/day2. $1000/day3. $1500/day4. $500/day5. $1700/day6. $75/hr7. by project

14

8. $1500/day9. $800/day10. $200/hr11. $1500/day12. $100/hr13. $1200-$1500/day14. $160/hr

$400K

$90K

Planning Director results - USA

$190,848

15.2 20.1

1. $2500-$3000/day2. $125/hr3. $200/hr4. $250hr, $1000- $1500/day in office, $1500-$2000/day in field5. $1300/day

12

6. $1500/day7. $350-$500/hr8. $150/hr9. $100/hr, $125/hr moderating10. $2500/day11. $200/hr12. $120/hr

$48K

$33K

Assistant Planner results - USA (+legend)

$40,250

0.9 3.8

1. $400/day2. $25/hr3. $20/hr4. $350/day

4 salary

years planning

years working

Freelancers sharedtheir average hourlyor day rates.

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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 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.

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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

Think about your last full day of work. Describe in as much detail as possible exactly what you did.Describe your day

"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."

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.”

50

Planning outside workBeyond 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 perksWhat, 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

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STRETCHING OURSELVESThere 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."

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 onslideshare. Have a read and be inspired that the feeling of not knowing the answer is in fact what it’s all about.

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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.

Closing thoughts

Heather [email protected]@hklefevrehttp://illchangeyourlife.wordpress.com

Bori [email protected]@boriborahttp://flavors.me/boritoth

Julia [email protected]@hellojulialee

Megan [email protected]@meggatron

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

Adrian Ruiz-MediavillaAnibal CassoAnthony D’AndreaApo BordinAshly StewartBen CulpinCameron MadduxGabriel PatruGareth KayGautam RamduralJon MillerLanny Lucas-StoneMatthew ScottMauro MuraceOmar El-GammalRob CampbellRye CliftonSimon KempTom Bassett

Special Thanks

Willem van der [email protected]@hippowillhttp://www.willemvdh.com

Ayden Abdine - [email protected]@ayden_ahttp://www.aydenabdine.com

Yuliani Setiadi [email protected]@JuliaBanana

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Another survey comes to an end. Thanks for reading.