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Similar to Heather LeFevre's Planner Survey this year Cristina Sanchez Blanco from Navarra University, together with APG Spain, have come up with a report painting the strategic planning landscape in Spain. The 76 page report can be found here (en Español).

Strategic Planning is a relatively new discipline in Spain and so this study outlines basics: 1. Planner Demographics, 2. Daily work of the account planner and 3. Relationship with other agents in the communication process. This is one of the first studies covering this matter in Spain and helps define their current state of strategic planning.

YOUNG GUNS

31% of the respondents of the survey were under 30 years of age (that is 20 out of a total sample of 62, a surprisingly high number).

A very high percentage have postgraduate studies in business, marketing or even strategic planning. This study did not provide data on salary, however from Heather's survey we know that salaries in Spain are extremely low, so how are young planners paying off their school debt?

37% have under 3 years of experience. This seems odd, from my personal Spanish network I know how extremely rare junior positions are. Some places even require previous service in account. All this makes me wonder about 37%.


OVERWORKED CREATIVE PLANNERS

22% percent work in places with only one planner and 62.9% are taking care of 5 or more accounts. Woah. This may be a sign that Spanish agencies are somewhat understaffed however we need to remember that this field is still developing. So, how can we help more people get their foot in the door?

When describing every day duties, planners indicated they are highly involved in the "creative Jump" (even more so than in "qualitative research"). Creativity seems to prevail over strategy in Spain.

There is an increasing number of planners in media agencies—Could it be the emergence of Connections Planning? This is supported by planners "looking for consumer in new technologies" and the use of Internet forums and social networks as MAIN research tools.

ALL IN THIS TOGETHER

On a brighter note planners are great collaborators with account, creative and even clients. In contrast there is competition/ animosity towards media and research companies. Collaboration expands between agencies, with 45.2% of respondents stating that they have collaborated with another agency in their same group "very often".

Planners work very close with advertisers, who increasingly value and seek the role of planning. However, planners (79%) have indicated that their clients are looking for short term results (compared to a whopping 3% who is looking for long term ones).

Channel-wise planners are most involved in digital campaigns.


SUMMING UP
Strategic planning is a new discipline but is growing strong. Spanish planners, while lacking experience, have a great deal of vision and are writing the rules as they go. Advertisers seeking short term results still value creativity the most. In this time where Advertising is reinventing itself Spanish planners need to be advocates of the discipline —both internally and externally— and educate about the importance of consumer insights in dictating solid strategic work.