An advertising executive is the link between the agency and its clients.
A publicist is a professional who works for an advertising agency and acts as a liaison between the advertising agency and its clients. The executive, sometimes called an advertising sales agent, is responsible for managing and coordinating an advertising campaign for clients, involving marketing, promotions, creative design, and public relations. An advertising executive typically reports to an advertising manager and may manage multiple accounts simultaneously. Typically, the professional has at least a bachelor’s degree and must work more than 40 hours per week in a competitive environment.
Advertising executives work closely with clients to gain a solid understanding of their clients’ needs and goals.
An advertising executive works closely with their clients and must understand how to meet their needs and goals. Before embarking on an advertising campaign, the executive must learn about a client’s product or service and then determine who the target audience for that product or service is. The executive is responsible for formulating a game plan that addresses marketing strategies and opportunities for their client. Advertising campaigns may include running advertisements in different media, including television, radio, magazines, and newspapers.
Typically, an account executive meets with clients every day during an advertising campaign. The executive will take information gathered from client meetings and convey it concisely and effectively to the ad agency’s creative team, including graphic designers, copywriters, and photographers who will create the ads. Once the ads are created, the executive will meet with their client to obtain approval or feedback on any necessary changes. While overseeing and coordinating an advertising campaign, a publicist will be responsible for ensuring that the campaign meets deadlines and stays within the client’s budget. In addition, the account executive will inform clients about the sales projections of the advertising campaign.
Other duties of the advertising executive include examining the effectiveness of advertising campaigns. The advertising executive will not only ensure client satisfaction, but also ensure that the accounts generate profits for your advertising agency. Working in advertising is not a stable career; If an ad agency loses a major account, the ad sales agent can be fired.
An advertising executive may also be responsible for generating new business for his advertising agency. This can be done over the phone or meeting with potential clients. Other ways an account executive can win new business is by attending business conferences and seminars.
Most advertising account executives have a strong background in advertising and sales. Professionals typically specialize in advertising, marketing, liberal arts, or business administration. Some people in this field earn a master’s degree in business administration. Account executives can advance in this career by becoming account supervisors or advertising managers.