Advertising account executive

Advertising account executives come up with creative ideas for advertising campaigns and act as a liaison between an agency and its clients

You'll be responsible for the coordination of advertising campaigns and therefore communicating clearly to all those involved. You may also be known as an account handler.

Understanding the needs of your clients is vital, which you'll learn through liaising closely with them throughout campaigns, often on a daily basis. You'll also manage administrative and campaign work to ensure that advertising projects are completed on time and on budget.

Responsibilities

As an advertising account executive, you'll need to:

• meet and liaise with clients to discuss and identify their advertising requirements
• work with agency colleagues to devise an advertising campaign that meets the client's brief and budget
• present (alongside agency colleagues - particularly the account manager) the campaign ideas and budget to the client
• work with the account manager to brief media, creative and research staff and assist with the formulation of marketing strategies
• liaise with, and act as the link between, the client and the advertising agency by maintaining regular contact with both
• ensure that communication flows effectively
• negotiate with clients and agency staff about the details of campaigns
• present creative work to clients for approval or modification
• handle budgets, manage campaign costs and invoice clients
• write client reports
• monitor the effectiveness of campaigns
• undertake administrative tasks
• arrange and attend meetings
• make pitches, along with other agency staff, with the aim of securing new business for the agency.

Salary

• Typical starting salaries range from £19,000 to £25,000.
• More experienced executives and account managers can earn around £30,000 to £40,000, while account directors can earn up to £55,000. Senior account directors might earn up to £65,000.
• Salaries at senior level, such as business director or board director, range from £80,000 to £100,000+.

Salaries at all levels vary based on the size and geographical location of the agency. For example, executives in and around London generally earn more than those employed in regional locations.

Some agencies may offer their staff additional benefits, such as profit-sharing schemes, free gym membership, car allowance and medical insurance.

Income figures are intended as a guide only.

Working hours

A typical week runs from 9am to 6pm, Monday to Friday. However, you'll often be expected to start the day early or stay late in order to meet deadlines. Weekend work is rare.

Although there are few opportunities for paid overtime in the industry, some agencies will offer time off in lieu. Career breaks and part-time work aren't common, but job sharing is sometimes possible and some of the larger agencies offer paid sabbaticals after a qualifying period of service.

What to expect

• You may work with clients on multiple accounts and the hours can be long, in a competitive and sometimes stressful environment.
• Although you'll generally be office-based, travel within the working day is frequent as you'll be expected to visit clients and may attend TV shoots, radio recordings or castings. Absence from home overnight and overseas work or travel is occasionally required.
• Large advertising agencies are becoming increasingly international in scope. Many are part of a larger media and communications group, whose parent company may be based in another European country or in the USA.
• The working environment is generally informal, although smart dress is often the norm. The role can involve socialising with clients.
• Redundancies can be common in the advertising industry, for example if there's an economic downturn or the business is undergoing a difficult period. Advertising agencies are continually trying to win new business.

Qualifications

Although this area of work is open to all graduates, a degree or HND in the following subjects may improve your chances, especially as advertising is an increasingly competitive sector to enter:

• advertising
• business/management
• communications
• creative writing
• design
• English
• marketing
• public relations.

Entry without a degree or HND may be possible with enough relevant work experience, but graduates are generally preferred, especially in larger agencies.

Social networking sites, in particular LinkedIn, offer an effective way to network with advertising professionals. Your university careers service may host events giving you the opportunity to gain contacts and meet industry representatives.

Reading job adverts can be helpful for getting a good understanding of the skills and industry knowledge required.

Consider related posts for work experience, for example, in sales, marketing or public relations, as employers often find the skills and experience gained in related roles transferable to advertising.

Skills

You'll need to have:

• excellent communication and interpersonal skills
• a proactive attitude, with the ability to use initiative and be flexible
• an organised approach to your work
• the ability to work under pressure and assimilate large quantities of information quickly, while maintaining attention to detail
• drive and determination
• effective teamworking skills
• influencing and negotiation skills
• oral and written communication skills
• commercial awareness
• a passion for advertising and an understanding of what makes a good advertisement
• a willingness to learn
• resilience, to enable you to deal with problems and constructive criticism
• IT literacy and an awareness of how the industry is developing through new communication technologies.

Work experience

Pre-entry work experience is extremely desirable and an excellent way to gain an understanding of how an agency works. It's also a way to make valuable contacts, which may be useful when you're looking for a permanent role as an account executive.

You can gain relevant experience through vacation work, placements or job shadowing. Some larger agencies offer formal work experience or internship programmes, often in the form of summer schools.

As advertising is so competitive, work experience may sometimes prove difficult to secure, but any other work experience in a commercial context may be helpful. If you're able to financially support yourself, undertaking a period of voluntary work is an alternative way of gaining valuable experience.

Find out more about the different kinds of work experience and internships that are available.

Employers

The greatest number of opportunities arise in the larger advertising agencies. Agencies may form part of a larger group or may operate as autonomous companies.

Typically, a larger employer will have between 50 and 80 employees, although some agencies have more than 300. Smaller companies can range in size from five to 15 people.

Many of the larger agencies offer a multidisciplinary service to clients, such as marketing in addition to advertising, as many clients will be looking for a full 'communications' package.

Look for job vacancies at:

• Campaign Jobs
• The Drum
• IPA Jobs Listings
• Mad Staff

See the overview of the UK’s marketing, advertising and PR sector for a useful list of advertising employers and general information about the sector.

You may also find roles through speculative applications. A speculative, targeted application using a focused, attention-grabbing CV and cover letter can be an effective approach. Try to learn as much as possible about advertising, the role of account executives and about the organisation you wish to work for before applying directly. The IPA has a list of agency members listed on its website, including relevant contact details.

Larger agencies, that have graduate training schemes, invite applications through their websites. These are usually made early in the autumn term of your final year. Smaller and specialist agencies recruit as vacancies arise, often using specialised websites or recruitment consultancies.

Professional development

Agencies usually take graduates on as advertising account executives or handlers. From this role, you can progress to the position of junior account manager, in which you will assist a senior account manager or other colleagues before taking on your own accounts and clients.

Some of the larger agencies may have structured training schemes in place. Competition for these is fierce and you'll need to apply ahead so check websites for details. Application processes often commence from October.

You may be encouraged to study towards a qualification and your employer may offer financial support, provide study leave, or both.

External training, such as the IPA Foundation Certificate, may also be provided. This is an online course for junior advertising professionals and covers the entire brand communications process. The IPA also offers a range of short courses and seminars for experienced staff.

You may find a marketing course with CIM Qualifications is helpful for this role, for gaining an understanding of digital, social media platforms and mobile marketing. There are also many short courses online, some of which are free.

Career prospects

Progression from the role of advertising account executive is often as follows:

• account manager (often starting as a junior first) - managing executives and handling high-profile clients. Most account managers spend at least three or four years at this level before having enough experience to seek promotion
• account director - taking responsibility for all account staff and clients
• group account director.

Speed of promotion is usually dependent on the level of experience you gain and the success of your campaigns. Working on an award-winning campaign, for example, will give you a higher profile and industry recognition, and your career progression will be much more rapid. As a result, you might even be headhunted by other advertising agencies.

Moving between agencies and working for several different clients can help you progress more quickly, so mobility and flexibility are important in building your career.