Advertising Account Executives
Exploring this Job
Read publications like Advertising Age (https://www.adage.com) and Adweek (https://www.adweek.com) to become familiar with advertising issues, trends, successes, and failures. Visit the CLIO Awards Web site (http://www.clios.com). CLIOs are given each year in a broad range of categories, from billboard and poster to radio and television/cinema; the site also has information about advertising and art schools, trade associations, and links to some of the trade magazines of the industry.
To gain practical business experience, become involved with advertising or promotion activities at your school for social events, sports events, political issues, or fund-raising events. If your school newspaper or year-book has paid advertising, offer to work in ad sales.
Account executives track the day-to-day progress of the overall advertising campaigns of their clients. Together with a staff commonly consisting of a creative director, an art director, a copywriter, researchers, and production specialists, the account executive monitors all client accounts from beginning to end.
Before an advertising campaign is actually launched, a lot of preparatory work is needed. Account executives must familiarize themselves with their clients' products and services, target markets, goals, competitors, and preferred media. Together with the agency team, the account executive conducts research and holds initial meetings with clients. Then the team, coordinated by the account executive, uses this information to analyze market potential and presents recommendations to the client.
After an advertising strategy has been determined and all terms have been agreed upon, the agency's creative staff goes to work, developing ideas and producing various ads to present to the client. During this time, the account executive works with media buyers (who purchase radio and television time and publication space for advertising in printed publications and online) in order to develop a schedule for the project and make sure that the costs involved are within the client's budget.
When the client has approved the ad campaign, production can begin. In addition to supervising and coordinating the work of copywriters, editors, graphic artists, production specialists, and other employees on the agency team, the account executive must also write reports and draft business correspondence, follow up on all client meetings, interact with outside vendors, and ensure that all pieces of the advertising campaign clearly communicate the desired message. In sum, the account executive is responsible for making sure that the client is satisfied. This may require making modifications to the campaign, revising cost estimates and events schedules, and redirecting the efforts of the creative staff.
In addition to their daily responsibilities of tracking and handling clients' advertising campaigns, account executives must also develop and bring in new business, keep up to date on current advertising trends, evaluate the effectiveness of advertising programs, and track sales figures.