By Eamon Mahony

Please note that traditional, creative agencies (as opposed to modern, digital, interactive ones) have changed, significantly, to what they were, say ten or twenty years ago, and continue to change (due to the rise, mainly of digital / interactive media). In fact most of them now involve, to one degree or another, elements of the modern, digital, interactive agency. Therefore, this article is a general introduction, only, to the types of jobs available in 'traditional, creative' advertising agencies.

ACCOUNT PLANNER The account planner is responsible for:

1. Research. Carrying out research on the consumer, the brand and the market place. Quantitative research (facts / statistics) is important, but above all, qualitative research (making sense of the facts / statistics).

2. Disruptive thinking on the brand. The account planner must, in some way, advance the brand. He / she achieves this through creative thinking (disruptive thinking) exploring a plethora of ideas.

3 ...

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