Why I want to work in Planning

Great news in my mail today: I have been accepted to the Miami Ad School Europe’s Account Planning Boot Camp in Hamburg. The program will start in July.
I am super-excited about this opportunity and about being able to see St.Pauli play in the German Bundesliga again.

One of the questions posed for the application was: “Why do want a career in Account Planning?”. Here is what I wrote:

First, because it is the field that makes the most difference in advertising. My perception is that the outstanding work of the last years was only possible because it had a firm strategic foundation.

Second, it will be the most challenging and exciting discipline in advertising. We are just at the beginning of the digital age. The maps of human behavior and communication will be redrawn. What a great time to be an explorer!

And third, because I hate being bombarded with lame, irrelevant and meaningless advertising. I want to change that.

On a more personal note, I have been excited about account planning and it’s practice since I studied it at the University of Oklahoma. It never let go of me. I kept myself informed and took courses. What I learned I put into practice at my job with DMS, but never worked as a planner.

I am applying here because I want to turn a hobby into a career.