Advertising account executives work to get their clients' messages across to the public. Employed by advertising agencies, they act as the main point of contact between the agency and client.
The job of an account executive is to quickly grasp each client's goals, and make use of the resources of their agency to build the most effective campaign. They may:
research clients' products, services, plans, competitors and target markets
meet clients for briefings and present proposals to clients for approval
brief agency colleagues, and work with them to plan and implement the best advertising solutions for the client
ensure that projects are completed on time and within budget.
Long hours are common, and advertising staff are expected to work flexibly to meet project deadlines. Advertising account executives are office-based. They travel frequently for meetings, and may be expected to socialise with clients.
Salaries may range from anything between £12,000 and £90,000 a year, or more.
An advertising account executive must be:
quick to absorb and analyse large amounts of information
enthusiastic, energetic and imaginative
approachable, outgoing and diplomatic
a clear communicator, in person and writing
passionate about advertising.
There are around 3,700 account executives in the UK. They are employed by advertising agencies. Over two-thirds of advertising staff are based in London, but there are employers in cities across the country. Agencies vary in size. Almost half employ fewer than 20 people. Competition for vacancies is intense.
Most advertising account executives hold a degree. This is not necessarily in a directly relevant subject, although degrees in advertising, marketing and business are available. It is possible to enter without a degree, although this is quite rare.
Graduate trainees generally undergo an induction period of a few months before becoming account executives. During this time they learn about the industry and shadow experienced colleagues. Training typically covers marketing, advertising, organisational, communication and people skills.
Experienced account executives may progress to an account manager post, and later to account director. With further training, they may become client services director, with overall responsibility for the account management department. After establishing a reputation, some account executives work freelance or set up their own agencies.
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