Advertising Account Executives

Account executives are responsible for monitoring their clients' advertising campaigns on a daily basis. The staff involved in this typically consists of a creative director, an art director, a copywriter, researchers, and production specialists, and the account executive oversees all client accounts from start to finish.

Before launching an advertising campaign, a significant amount of preparatory work must be completed. Account executives need to become familiar with their client's products and services, target markets, goals, competitors, and preferred media. They work with the agency team to conduct research and hold initial meetings with clients. They use this information to analyze market potential and present recommendations to the client.

Once an advertising strategy has been determined and all terms have been agreed upon, the agency's creative team produces various ads and ideas to present to the client. The account executive works alongside media buyers, who purchase radio and television time, acquire publication space for advertising in printed publications and online venues, develop a schedule for the project, and ensure that it is within the client's budget.

When the ad campaign has been approved by the client, production can begin. The account executive is responsible for supervising and coordinating the work of copywriters, editors, graphic artists, production specialists, and other employees on the agency team. They also write reports, draft business correspondence, follow up on all client meetings, interact with outside vendors, and ensure that every aspect of the advertising campaign communicates the desired message. The account executive is responsible for ensuring the client is satisfied and may need to modify the campaign, revise cost estimates and event schedules, and redirect the efforts of the creative staff.

In addition to their daily responsibilities, account executives also have to develop and bring in new business, keep up to date with current advertising trends, evaluate the effectiveness of advertising programs, and track sales figures.

Advertising Account Executives can use email and outreach automation tools to effectively communicate with prospects and clients, automatically follow up, and track the effectiveness of their outreach campaigns. These tools are essential for saving time and ensuring consistent communication, as well as critical for nurturing leads and maintaining client relationships.