Advertising Account Executive

An advertising account executive organises the whole advertising campaign which the agency carries out for its client.

The Work

You would usually work on more than one advertising campaign at a time. For each campaign you would:

• act as a link between client and agency
  
• discuss the client’s needs, being aware of the product, business culture and the main players
• decide how to produce the campaign: for example, either a single advertisement (newspaper, television or radio) or a whole series of adverts using different forms of media


• create a portfolio of the proposed campaign and present it to the client


• act as a link amongst the different departments in the advertising agency: the art department, copywriting, and media team


• work closely with the advertising account planner


• manage the budget, account and invoicing


• ensure they all meet the deadline


• evaluate the effectiveness of the campaign.

Conditions

• You will be office based, but will travel distances for meetings with clients.


• You will work very long hours, including evenings and, if necessary, weekends.
• Advertising work can be very stressful as deadlines are tight - some teams stay on overnight in the office to get the work finalised on time.

Getting In

There are several ways to get a job as an advertising account executive.

• Most entrants are graduates. Degrees in advertising, business studies, communication studies, marketing or media studies are particularly relevant.


• Since entry is very competitive getting voluntary work experience during the summer or a student placement is a distinct advantage.


• Some move into this job from other advertising jobs.


• Experience in marketing, sales and communications is helpful.


• As you travel to meetings, a driving licence is useful.
• Employers rarely advertise posts. The best way in is to contact advertising agencies on spec (that is, to send a letter or email asking if there are any vacancies).

What Does It Take?

You should be:

• creative and imaginative


• well organised


• able to remain calm under pressure and work to deadlines


• able to give and take constructive criticism


• confident


• good at speaking to groups and making presentations


• able to motivate and influence others


• persuasive and a good negotiator


• business aware.

• an adaptable nature


• ability to quickly grasp and analyse large amounts of information


• tact and diplomacy


• an awareness of the impact of changes in communications technology.

Training

• Training is mostly on the job.


• Some agencies have a training programme for new entrants.


• The Communication, Advertising and Marketing (CAM) Foundation offers the Diploma in Marketing Communications which includes advertising modules.


• The Institute of Practitioners in Advertising runs a foundation certificate. For managers with experience they offer an Excellence Diploma.

Getting On

• There is fierce competition for jobs in the advertising industry. Most Scottish agencies are in Glasgow or Edinburgh although 70% of the UK's total advertising workforce is based in London.


• After gaining experience as an advertising account executive, you might apply for promotion to posts such as account director.


• You could also move into freelance or consultancy work, or set up a small or specialist advertising agency of your own.


• There are increasing opportunities in fields such as the internet, and satellite, cable or digital TV, as well as abroad.

Pay

The figures below are only a guide. Actual salaries may vary, depending on:

• where you work


• the size of company or organisation you work for


• the demand for the job.

More Information

Addresses

The following organisation(s) may be able to provide further information.