In this essay we will talk about four roles that define the Advertising world both on the client side and the agency side. We will look at their various tasks and how they interact to add value to an advertising campaign. The four roles we will talk about are commonly met in advertising agencies however there is no clear naming or role and skill distribution, every agency can handle their job roles as they wish. There are two types of agencies: the independent agencies and the in-house agencies. The main difference between them is that the in-house agencies have only the sole purpose to work for their own company. Advertising agencies are creating, managing and planning all aspects of their client`s advertising. (Duncan, Advertising agency - The Advertising Definition for Advertising Agency) The first role we are talking about is the Account Executive (AE). The key role of an Advertising agency Account Executive is to maintain the good relationship between the client and the agency. He is responsible for the communication between the creative team and the client and is the person who pitches the work to the client. An Account Executive usually handles four client accounts at a time. Account Executives have to have a special set of skills: he has to be well-organised, to have professional appearance; he must handle pressure well and be willing to travel to the client. (Duncan, Advertising Agency Account Executive Career Profile) A typical day of an Account Executive starts whit contacting the creative department and checking the status of the client`s jobs and if they will be finished in time. He has to contact all his clients at least once a day to check on updates and on upcoming projects. He then has to review and present concepts and layouts to the client for approval and finally communicate the feedback from the client back to the creative department and discus the next steps in the campaign. A common misconception about Account...
Bibliography: Duncan, A. (n.d.). Advertising agency - The Advertising Definition for Advertising Agency. Retrieved 04 17, 2012, from about.com Advertising: http://advertising.about.com/od/advertisingglossarya/g/advertisingagen.htm
Duncan, A. (n.d.). Advertising Agency Account Executive Career Profile. Retrieved 04 17, 2012, from about.com Advertising: http://advertising.about.com/od/profiles/p/acctexecutive.htm
Duncan, A. (n.d.). Advertising Agency Creative Director Career Profile. Retrieved 04 18, 2012, from about.com Advertising: http://advertising.about.com/od/profiles/p/creativedirect.htm
Duncan, A. (n.d.). Media Director Career Profile. Retrieved 04 2012, 2012, from about.com Advertising: http://advertising.about.com/od/profiles/p/mediabuyer.htm
Sharavsky, A. (n.d.). Advertising Agency Art Director Career Profile. Retrieved 04 18, 2012, from about.com Advertising: http://advertising.about.com/od/careerprofiles/a/AdvertisingAgencyArtDirector.htm
Please join StudyMode to read the full document