planner 2016 - english version

Planner 2016

APGSWE

Welcome to Planner 2016

In the following pages you’ll find the result of APG Sweden’s survey on the Planner’s role.

The purpose of this survey is to give our industry a better understanding of planning and strategy at Swedish agencies, as well as giving us Planners a better insight into each others’ situation.

The data was collected in March and April 2016 via an anonymous survey using Google Forms. A total of 95 respondents participated. The amount of respondents in sub-groups such as students, freelancers and from the client-slide was too limited to be analyzed and reported separately, but are included when relevant.

We are seeing a trend that some respondents have the title Strategist rather than Planner, but to simplify the text we are naming it Planner throughout this report.

This is the first year we are conducting the survey in this format, but our ambition is to make it an annual survey.

We hope it will be useful, enjoy!

ContentThe average Planner What do we Planners do? The state of the Planner? The Planner’s education? How much do we make? Who participated?

3 4 9 18 22 32

Executive summary The average Planner 2016

The best part about my job is woking with

insights and continuously learning new things

We spend most time working in Keynote, and our assignments are mainly:

Brand strategy Consumer analysis Desktop research Briefs and briefings Qualitative research

46 300 sekMonthly salary (before tax)

Experience5.5 years

Has a Bachelor’s degreefrom Stockholm Universityin Marketing, and has alsotaken Strategic Communicationat Berghs School of Communication

What do we Planners do?How we explain it

Creates the framework for

communication based on trends, human behavior

and product / brandFind out who the

customers are, what their needs are and how best to

reach them

I make sure the advertising makes a

difference

Turn business objectives into

creative solutions

The thought behind the idea, that makes it brilliant

How do we explain what we do to someone outside the industry?

insightsrelevance

peopleresearch

brands

effect

target audience

create

analysis

advertising

behaviorpossibilityideas

help

understand

valuetrends

creativedirection

communicatesconsumer

creativesmarket

contextchallenge

client’sintegrate

problemconvert

works

measure

responsibility

talk

right

make sure

reachcompetition

questioncampaign

message

better

business

starting pointframework

team

inspiringengage

society growth

trust

company

emotional statistic

planfocus

profitability

offer

perceived

respect

earned concept

useful leverage

decision

clarify

product

interesting

recommendations goal

business problem

turnover

answer

behov

map

identify

the thought

design

develop

observe

solutionsreceiver

Q: Hur förklarar du vad du gör för någon utanför branschen? öppet svar i fritext (underlag 78st Planners/strateger på byrå)

Good ideas without strategy may win

awards. But good ideas with a strong strategy builds

business

Trying to answer the question: why should anyone

care about what we do?

Defines the problem the communication will solve

I make your job easier

I'm the consumer's voice in the project

How do we explain what we do to our colleagues?

insightscreative

ideas

analyzing

target

peoplebrands

communicationconsumer

inspiringcreatives

businessclient’smarket

help

relevance

create

consumer behaviorfoundationcontext

understand

briefconcrete

talk

trends

meaningful

needscompetition

explain

voiceframeworkqualitative

listen

quantitative

depth

research

processsolve

defines

goals

difference

future

problem

map

Googleeasier

detective

deserve goalunderstandable best

trustvalue

information

measurablesimplifyeffectiveform

buildfind

impact

teamchange

buyer process

focus work out behavior

investment

dependproject description

responsibility

Q: Hur förklarar du för en kollega vad du gör? öppet svar i fritext (underlag 78st Planners/strateger på byrå)

Google a lot, think a lot

As a part of the full team I help develop

brands

I turn human understanding into business advantage

I'm making ideas easier to sell to the client,

ideas that are hopefully more effective than if I had not

been there

Listen, watch, read, observe, question, conclude, fantasize,

explain, argue, twist and turn and formulate

What do we actually do?

analyzingread

research

creativeideas

trendsinsights

writesGoogling

briefthinks

peopletrends

client

brandsmeetings

market

audiencetry

behaviorprocess

help

direction

presentationsproblem

sellrational

relevance

social

explain

qualitativediglistening

therapistargumentation platforms

buildseavesdrop

workshops

rationallook

reflects

slides

surveys

affect

value

fact

identifies

phenomenasfire-fighter

simplify

goalsarticles

brainstorming

competition

quantitativeselling

talk

inspiring

develop

new biz

formulateskeynotes direction

sounding boardinterviewing

question

effective

testing

message hierarchy

easier

thinkingclarifying

smart

evaluating

fantasizing

statistics

context

test

trust

optimizing

concept

consumer

consultant gibberish

respects

informationemotional

problem

procurement

Q: Vad gör du egentligen? öppet svar i fritext (underlag 78st Planners/strateger på byrå)

Planner 67.2 %

Strategist 32.8 %

What do we call ourselves? Three out of ten has the title Strategist

Q: vad kallar du dig idag? envalsfråga (underlag 78st Planners/strateger på byrå)

The state of the Planner?Our workplace and daily job+

1. insight work2. learning new things

3. the creative process4. when strategy meets creativity

5. the variation of projects

31 % of respondents

22 % of respondents

17 % of respondents

15 % of respondents

13 % of respondents

+

+

+

What do we find the most fun with our job? We are driven by the insight work and learning new things

Q: Vad tycker du är allra roligast med ditt jobb? öppet fritext-svar, kodat utifrån vanligast förekommande (underlag 89st, alla förutom studenter)

Brand strategy

Consumer analysis

Desktop research

Briefs and briefings

Qualitative research

Business strategy

Creative inspiration

Quantitative research

Data analysis

Result evaluation

Trend reporting

Segmentations

Client responsibility

Direct reports (manager)

Creative strategy

44.7 %

61.2 %

64.7 %

64.7 %

68.2 %

72.9 %

72.9 %

74.1 %

77.6 %

80 %

84.7 %

85.9 %

90.6 %

91.8 %

15.3 %

What’s included in our daily job? We have many different things to do, but few have managerial responsibility

Q: vad ingår i dina arbetsuppgifter? flervalsfråga (underlag 89st, alla förutom studenter)

Keynote PowerPoint web browser e-mail program Excel/Numbers Word/Pages Other

36.5 %

17.6 %

22.4 %

10.6 %

3.5 % 2.4 %

7.1 %

In which program do we spend most of our time? 54,1% spend most of their time building decks

Q: i vilket program spenderar du allra mest tid? envalsfråga (underlag 89st, alla förutom studenter)

No 6 %

Sort of 8 %

Yes 86 %

Is there anything limiting us? Most say there are factors limiting them from doing the job as good as they would like to

Q: Finns det några hinder för dig för att kunna utföra ditt jobb så bra som bara möjligt? vad? fritext-svar (underlag 89st, alla förutom studenter)

No 6 %

Sort of 8 %

Yes 86 %

What is it that is limiting us? It’s mainly that we are experiencing a lack of prioritization in budgets and time plans

Not enough time

Not enough time

Not enough time

Not enough time

Not enough time

Not prioritized in the

budget


budget


budget


budget

Not enough timeNot enough budget The client’s budget is

usually to small to include money for research

Creative-driven agency that does not consider itself to be in

need of planning

Limited time blocks my thinking

Hard to concentrate when in an open floor plan

I get involved too late in the process –”Oh, right, we need some

planning too”Ignorance at the clients’ marketing departments Not enough time to get outside

the office talking to people

Lack of understanding and ambition at Swedish clients’

Too much daily small stuff to focus on the broader perspective Colleagues who hasn’t worked

with Planners before and has limited knowledge on how strategy works Too little time

and too much to do

Ignorance

Q: Finns det några hinder för dig för att kunna utföra ditt jobb så bra som bara möjligt? vad? fritext-svar (underlag 89st, alla förutom studenter)

Where do we work? The majority of survey participants work at an Advertising agency

reklambyrå*

digitalbyrå*

varumärkesbyrå*

PR5byrå*

Mediabyrå*

Frilans*

Kundsidan*

Övriga*

Q: På vad för typ av ställe jobbar du? envalsfråga (underlag 89st, alla förutom studenter)

Advertising agency 56 %

Other 6.9 %

Client side 7.1 %

Freelance 8.2 %

Media agency 1.2 %

PR agency 4.8 %

Brand agency 7.2 %

Digital agency 8.4 %

How big is the Planning department in the agency? Just under one in ten of the agency staff are Planners, which is more than in our last survey!

9 %of employees at an agency are Planners, in average

8.5 % Ad agency

11.2 % Digital agency

9.9 % Brand agency

6.8 % PR agency

Q: Hur många anställda är det där du jobbar? Hur många är ni som jobbar med planning/strategi? envalsfråga (underlag 89st, alla förutom studenter)

In the 2012 survey most agencies had only 1 Planner, but this result shows that an agency with 33

employees now has 3 Planners, in average

Yes, that’s enough 44 %

No, we would need to be more 56 %

Is that enough? About half thinks there is a need for more Planners in the agency

Q: Är det tillräckligt många tycker du? envalsfråga, ingen valde alternativet ”Nej, vi skulle kunna vara färre”. (underlag 89st, alla förutom studenter)

The Planner’s education?The length and orientation

Independent coursework

at University and/or Ad School

7 %

Degree fromUniversity/College

Full lengthAd Schooldiploma

Degree fromUniversity/college

+ Full lengthAd Schooldiploma

Out of which 13 percentage points

also have taken independent courses

at an Ad School

Out of which 2 percentage points

also have taken independent courses at a

University

11 %20 %62 %

Q: Vad har du för utbildning? flervalsfråga (underlag 86st, alla förutom studenter)

How are we educated? 8 of 10 Swedish Planners has a University degree

Q: Vad har du för utbildning? (underlag 69st, alla med examen från universitet/högskola)

Number of years of education on average

4.3 years

Stockholm University 23.1 % Stockholm School of Economics 20 % School of Economics at Gothenburg University 8.6 % Lund University 7.3 % Uppsala University 7.3 %

University/College top 5

Marketing 36 % Business and Economics 27.5 % Behavioral Science 10 %

Orientation top 3

Bachelor 55 % MBA (Civilekonom) 5.8 % Master (4 years) 16 % Master (5 years) 21.7 % PhD 1.5 %

Degree, amount of respondents

Those who have a degree (ie. those who have only taken independent courses are not included)

The University/College-degree in detail:

How are we educated?

Q: Vad har du för utbildning? (underlag 36st, alla som angett att de läst på reklamskola)

Berghs School of Communication 58.4 % Hyper Island 16.7 % Miami Ad School 11.1 % Medieinstitutet 8.3 % Nackademin 5.5 %

School top 5

Strategic Communication* 38.9 % Planning course 22.2 % Digital Strategy 13.8 %

Orientation top 3

*Berghs’ 1 year full-time program that was previously named Marketing Communications but was renamed in 2015 to Strategic Communication is included here.

Also including vocational educations in the field, such as Nackademin. Both full-length diplomas and independent coursework.

The Ad School in detail:

How are we educated?

How much do we make?Salary and benefits

Q: Är du nöjd med din lön? Ja / Nej (underlag alla förutom studenter)

Yes! 51.2 %

No… 48.8 %

Most importantly: Are we happy with what we’re making?

2012 2013 2014 2015

--(a survey was not conducted)

2016

37 095 SEK

average monthly salary

average years of experience:

3.4 years

41 000 SEKaverage monthly salary


4.6 years



5.5 years

Q: Vad tjänar du i månaden? (bruttolön). Skala med alternativ (underlag alla förutom studenter)

How much do we make? The average salary has increased by 13 % since last surveyUntil 2013 APG did a salary survey among members, through board member Leon Phang. The comparative figures for 2012 and 2013 are results from these surveys.


Average salary women

38 796Median salary women

37 500Highest salary (Head of Planning)

77 500

Lowest salary (Junior Planner)

17 500

Average salary men

50 400Median salary men

42 500Highest salary (Head of Planning)

100 000 (or more)

Lowest salary (Junior Planner)

22 500

Average years: 3.7

Average years: 6.4

Are we equally paid? There is a difference in salary between the genders, but also in experience

2016



5.5 years

2010


Q: Vad tjänar du i månaden? (bruttolön). Skala med alternativ (underlag svaranden med 0-1 års erfarenhet)

2011


2012


2013


2016


2014 2015(a survey was not conducted)

- -

Median salary27 500

Highest

17 500 37 500Lowest

Until 2013 APG did a salary survey among members, through board member Leon Phang. The comparative figures for 2010-2013 are results from these surveys.

At what salary level do we start? The starting salary for beginner-Planners has increased somewhat


How is it developing? The Planners’ salary curve is pointing upward

SEK before tax per month

years of experience

Trend line calculated on the median salary relative to the number of years of experience.

Average years of experience

1 year

Junior Planner

Average number of vacation days

29.4 days

Communication agency

The five most common benefits (% respondents for each)

Wellness stipend 100 % Pension savings 50 % Flexible hours 37 % Lunch checks 20 % Health insurance 20 %

27 500 sekAverage monthly salary

27 500 sekMedian monthly salary


Average salary men

27 500

27 500

(Respondenter som arbetar heltid på reklambyrå, digitalbyrå, varumärkesbyrå, pr-byrå och angett att de har titeln ”Junior Planner eller liknande”)

3.8 years

30.6 daysWellness stipend 81 % Pension savings 55 % Flexible hours 55 % Health insurance 44 % Personal insurance 22 %

Average monthly salary

Median monthly salary


Average salary men

Planner

(Respondenter som arbetar heltid på reklambyrå, digitalbyrå, varumärkesbyrå, pr-byrå och angett att de har titeln ”Planner eller liknande”)


38 300 sek37 500 sek

34 700

40 000Average years of experience

Average number of vacation daysThe five most common benefits (% respondents for each)

8.5 years

32.5 daysWellness stipend 75 % Pension savings 75 % Flexible hours 58 % Personal insurance 41 % Health insurance 33 %




Average salary men

Senior Planner

(Respondenter som arbetar heltid på reklambyrå, digitalbyrå, varumärkesbyrå, pr-byrå och angett att de har titeln ”Senior Planner eller liknande”)


54 800 sek52 500 sek

44 500

61 700Average years of experience


9.5 years

33 daysWellness stipend 100 % Flexible hours 66 % Chance of bonus 58 % Pension savings 58 % Salary exchange 50%




Average salary men

Head of Planning

66 600 sek70 000 sek

69 100

65 800

(Respondenter som arbetar heltid på reklambyrå, digitalbyrå, varumärkesbyrå, pr-byrå och angett att de har titeln ”Head of Planning eller liknande”)


Average years of experience


Who participated?Let’s round of with some quick demographics

64.7 % 35.3 %

Other parts of Sweden 1 %

Malmö 1 %

Gothenburg 10 %

Stockholm 88 %

APGSWEAccount Planning Group (APG) is an international network of Planners, Strategists and like-minded in the Communications Industry. The network was founded in London in 1979 and has been in Sweden as a non-profit organization since 2005. The organization is kept alive by the members, and today the majority of agencies in Stockholm are represented as members. We work to strengthen the role at large, and everyone individually. Our goal is to develop and inspire Planners and Strategists at Swedish Communications Agencies through inspiring lectures and interesting workshops, by driving the industry’s knowledge of Planning forward, and through each other in the network.

For more information and membership:

The survey was constructed, analyzed and presented by Erika Fondin – Board Member of APG Sweden and Planner at M&C SAATCHI Stockholm. For questions and comments:[email protected] [email protected] Twitter: @apgsweden

apgsweden.com

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planner 2016 - english version

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