An advertising account executive acts as the link between the advertising agency and the client. They liaise with the clients and manage the whole advertising campaign.

The Work

You could be:

• acting as a link between client and agency
• working with colleagues to devise a campaign that meets the client's needs
• deciding 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
• creating a portfolio of the proposed campaign and present it to the client
• acting as a link amongst the different departments in the advertising agency: the art department, copywriting, and media team
• working closely with the advertising account planner
• managing the budget, account costs, invoicing and ensuring all deadlines are met
• evaluating the effectiveness of the campaign
• handling more than one client account at a time.

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.

Starting salaries for graduates may range from £16,000 to £25,000 a year. With experience this can rise to over £30,000. High earners at account director level can earn £65,000 a year and above.

Conditions

• You will be office based, but will travel about a lot to meet 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. Higher National Diplomas (HNDs) and degrees in advertising, business studies, communication studies, marketing or media studies are particularly relevant.
• For entry to an HND course you normally need 1-2 Highers plus some subjects at National 5. For a degree course you need 4-5 Highers.
• Courses with psychology or economics related subjects are also useful.
• Since entry is very competitive, getting work experience or a student placement in marketing, sales or communications is a distinct advantage.
• Some move into this job from other advertising jobs.
• A driving licence is useful.

Job Outlook Scotland

Job Outlook Scotland and UK

  Scotland

2018

11851

1.8 %

RISE

2023

12065

  United Kingdom

2018

201757

2.6 %

RISE

2023

207007

LMI data powered by EMSI UK

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 speaking to groups and making presentations
• able to motivate and influence others
• persuasive and a good negotiator
• business aware and able to manage a budget.

You should also have:

• excellent written and spoken communication skills
• an adaptable nature
• ability to quickly grasp and analyse large amounts of information
• tact and diplomacy
• an awareness of new communications and IT technologies.

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 modules in advertising. You will become a member of the CAM Foundation when you enrol on a course.
• The Institute of Practitioners in Advertising (IPA) runs a Foundation Certificate which is an entry level qualification for graduates and those in the first few years of a job. The IPA Excellence Diploma is suitable for managers with experience.

Getting On

• There is fierce competition for jobs in the advertising industry. Most Scottish agencies are in Glasgow or Edinburgh although 75% 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.

More Information

There are many different types of advertising agencies, but they generally fall into one of two categories:

• creative – services include company branding and the creation and management of advertising campaigns, which could be for TV, radio, magazine/newspaper or digital
• media – services include buying advertising space for clients’ adverts and advising clients on how, when and where to spend their budget.

Some agencies, referred to as integrated or full service, offer a range of both types of services.

Video

Contacts

The following organisations may be able to provide further information.