The Account Executive’s Job Description

Account Service Advertising is an ideas business. People create ideas. Good account executives like working with people & ideas; improving how well others in the agency develop ideas, then helping to sell those ideas to clients is the essence of account management A good AE knows where his/her capabilities lie. He she, does not play client to the creative team (or other agency staff) but he/she never forgets that his/her contributions can make or break a campaign. He/she never tells creative (or other departments) what to do, but instead tells them where he/she wants them to go.

Account Service Creative (media, production, research etc.) love an AE with the guts to take a stand – it’s called a brief!

The Account Executive An account executives job involves: –Assigning projects Allocating the skills of agency personnel to fulfill the jobs required on the account. Defining projects well is a skill, because it requires good organization as well as a well developed sense of defining priorities and timetables.

The Account Executive An account executives job involves: –Client Contact The account service person is the most frequent contact with the client. Encourage interaction with other members of the team. However the AE is responsible for coordinating efforts.

The Account Executive An account executives job involves: –Controlling Costs You must control agency time and funds to meet approved budgets. Properly documented, approved and accurate billings should be invoiced to client in timely fashion. Ensure all estimates are apprved prior to work commencing.

The Account Executive An account executives job involves: –Bringing problems/opportunities to Management The AE acts as an early warning system and any problems, opportunities and major briefs should be discussed with the management (account supervisor or account director) immediately.

The Account Executive An account executives job involves: –Internal Communications Keep all parties abreast of work development, client changes, competitive activities, etc. Put it down on paper! –External Communications Keep client up-to-date on work development When dealing with clients, it should be remembered that you represent the agency and you should build and maintain a sound and productive relationship. As a

The Account Executive –An account executives job involves: generalist you should know about each of the disciplines in advertising including; creative, production, media, research, PR, promotions, DM, P.O.S, etc. Know the client’s business & policies, including competition. Be pro-active. Don’t be afraid to have an opinion and express it honestly. Don’t be afraid to disagree. However, once the agency has come to a point of view with the client, do not contradict that point of view with the client.

The Account Executive –An account executives job involves: Work ahead – include regular events on WIP (lebaran sales, Christmas promotions, etc.) and suggest action before the client does – this also saves many of the last minute rush jobs. Ah, rush jobs! Frequently rush jobs occur because the client makes a request and the AE is reluctant to say no or questions the urgency.

The Account Executive –An account executives job involves: Certain circumstance will demand rush jobs; but in many instances work isn’t really that urgent. Rush jobs limit the thinking time and often quality has to be sacrificed, as well as additional costs have to be paid for overtime, etc. And of course the agency’s resources can’t always be diverted to one job. Never promise due dates until you have checked with the appropriate people in the agency.

The Account Executive –An account executives job involves: All agreements must be recorded in a conference report and these must be dispatched with 24 hours. All projects must include a written brief including all relevant details. These briefs should be discussed with the full team. Maintain weekly work-in-progress and Brand Books. Immediate supervisor is your account supervisor.

The Account Executive –An account executives job involves: In summary the role of the AE is to learn the business and be in control of the day-to-day details that keep the account functioning.

The Account Supervisor Five basic operations in the work of an account supervisor: 1. Sets objectives 2. Organizes 3. Motivates & communicates 4. Applies measurements 5. Develops people

The Account Supervisor As an account supervisor you are responsible for for the “state of the relationship” on your accounts. Both client and agency management hold you accountable to monitor all assignments and internal work systems on the account to ensure that work is properly defined, assigned and executed in an orderly fashion and within budgetary guidelines agreed on with the client. The account supervisor should develop an account plan as a vehicle to organize the priorities of the account assignment. Develop a list of goals you have for the agency on the business you are assigned to. In the account

The Account Supervisor plan you should specify priorities you want to address in the coming year, the goals you have for each objective and your plans to make progress in each area. The account plan provides the organizational tool to address problems and improve performance. As a supervisor, one of the key changes from an AE is to shift from individual work and responsibility to supervising others. A supervisor must be regularly updated on all aspects of the business your team is working on. You should also encourage;

The Account Supervisor AE’s to identify and analyze problems and provide their own solution for discussions. AE’s to have a role in meetings with client and agency staff. The supervisor should work with his/her team to ensure all aspects of the external and internal servicing/communications are handled in a timely and professional manner (as detailed in AE job description) Your immediate supervisor is the Account Director

Account Supervisor In summary, the role of an Account Supervisor takes on a more global perspective, providing direction and training your team.