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So, you want a job in junior planning/strategy? Here is a thread for you.
1. Find some way of showcasing your thinking. Ideally, that's a blog, or a slideshare presentation. Have somewhere to show off that you can think simply about brand/business problems. Lateral thinking is in precious short supply in our industry - what's your unique point of view?
2. Have a 'back to the future' point of view. Do read Good Strategy/Bad Strategy, Truth Lies & Advertising, Ogilvy on Ads alongside newer blogs/newsletters (Northern Planner, Adliterate, Group Think's newsletter). It'll make you properly informed.
3. Be 'heads up'. What's your point of view on businesses/brands in trouble or doing well? Why have they done that advertising? What's the thinking behind the ad/discount/experience/rebrand? (Note - you can't really be wrong here, and it can be used in conjunction with pt 1!)
4. Plan from within. You are a specific target audience. What's aimed at you? Why is it aimed at you? What work (ads, PR, comms) have you liked/admired? Who's getting it wrong and why? You'll need to understand the difference between a brand idea, campaign & execution.
5. Be targeted. Once you've solved a few problems (defining the real issue) with a proposition/thought, send a link to an agency with similar accounts. Target people who can hire, NOT HR. Be timely - 8.30am on Tuesday has a greater chance of being seen than 5pm on Friday).
6. Guide and be guided. If you're lucky enough to get an interview, know that most planners aren't the best at interviewing - too easily distracted by wanting interesting people and lateral thinkers (so conversations tend to be circuitous). Use your earlier thinking here!
7. Be conscientious. Last one. It takes time to get in. The roles are rare. So have a twitter account, have a point of view, know what you don't know and be patient. Most of the best were rejected from places they have worked or now work (Steel, Sorrell, Huntington, and uhh, me!)
8. A few bonus ones - Resource up. There are lots of good sites out there - chief of them @APGLondon, who have many practical guides about the ins and outs of the job. @The_IPA are great too - especially about how the different job roles fit together.
9. Get in, somehow. It’s much, much easier to get into the job from another, related role than just going straight into planning. Few manage the latter, and most who do have issues understanding/empathising with the broader agency. Much easier to get in and move about.
10. Last one (honest). Collect mentors/support. Planning is often a bit of a lonely job if you’re not used to doing it, with few ways of knowing what good looks like. You should look to have a few mentors inside and outside the industry, people you can talk honestly to.
