Advertising account executive

Advertising account executives are responsible for co-ordinating advertising campaigns on behalf of clients. They find out about the products or services to be advertised, oversee time schedules and budgets, and help to make sure that campaigns are effective and profitable.

Work activities

Advertising account executives, or account handlers, usually work in advertising agencies that provide services to organisations. The agency devises an advertising campaign for the company’s product, service, message or brand; campaigns are known as accounts. Agencies might specialise in one or more types of advertising, including internet, mobile, search engine, interactive, social media, branded content, direct, sponsorship, outdoor, experience, radio or TV. Some agencies offer a wide range of services to clients; these are called integrated or full-service agencies. Account executives help to plan and co-ordinate campaigns and try to make them profitable. As a member of the account team, the executive is responsible to the account manager or director. Account executives review and change existing campaigns and compete for new accounts. Typically, they handle accounts for several clients who are not in competition with each other.

Before a campaign begins, the agency receives a brief from the client company and does research about its business methods, customers, competitors, culture and products or services. Then the executive arranges a meeting with the client’s marketing and sales representatives to find out more about the products, brands and target groups. A strategy is devised, usually by a strategic planner, outlining the objectives and estimating the required budget. From this, the creative team produces ideas on how these targets could be achieved. The account executive is often part of a team that tries to persuade the client to use this planned approach. Once agreement is reached, the account executive co-ordinates and enforces the deadlines for the creative and production teams. Account executives build and maintain good relationships with clients, keep them informed of progress, and make sure that the agency keeps to the agreed brief. They monitor the campaign carefully, perhaps using online campaign management tools; if sales do not increase, they might recommend a change in media or advertising message. Some advertising executives work in the advertising or marketing department of large organisations.

Personal qualities and skills

As an advertising account executive/handler, you will need:

Verbal and written communication skills.
Teamwork skills.
Interpersonal relationship skills.
Presenting skills.
Persuasive powers to convince clients about your agency’s ideas.
To be imaginative and enthusiastic.
Negotiating skills.
The ability to find and analyse information.
To be well organised, with multi-tasking skills.
The ability to co-ordinate and motivate other people.
To be tactful and diplomatic.
An interest in business.
To be able to work under pressure.
Literacy, numeracy and IT skills.

Pay and opportunities

Advertising account executives earn in the range of £19,000 per year, rising to £36,000 with experience.

Advertising account executives usually work a 37-39-hour week, Monday to Friday. However, irregular hours, including evening and weekend work, might be required.

Most account executives work for advertising agencies, including integrated/full-service agencies and those specialising in media channels such as:

Branded content.
Creative.
Direct and digital marketing.
Experiences.
Interactive.
Mobile.
Online.
Outdoor.
Radio.
Search engine.
Social media/viral.
Sponsorship.
TV.

Some account executives work in the advertising or marketing department of large organisations, which sell to the general public (from food products to cars) or business-to-business (B2B) markets (goods and services to other companies). Opportunities for advertising account executives occur in offices in towns and cities throughout the UK.

Where are vacancies advertised?

Vacancies are advertised in local/national newspapers, in online journals such as Campaign, on job boards and employers’ websites, through professional association websites, and on the Government’s Find a Job service.

Entry routes and training

You could do a degree, foundation degree or HND. Relevant subjects include sales, marketing communications, business, media and advertising.

An apprenticeship is also a good route into this role. Apprenticeships include:

Advertising and media executive (level 3 / advanced)
Sales executive (level 4 / higher)
Business to business sales professional (level 6 / degree)

Training can vary widely between different employers. It can be well structured, with an induction programme covering relevant communication skills, sales techniques and product knowledge. On-the-job training through short courses, to extend skills and update product knowledge, might be available. Most training is provided in-house, with trainees working under the supervision of experienced staff. You might be able to work towards a certificate or diploma at level 2 or 3 in sales. There might be opportunities to gain professional qualifications with the Chartered Institute of Marketing (CIM), or the Institute of Sales and Marketing Management (ISM). The CIM also offers a number of sales training courses.

Qualifications

For entry to a degree course in any subject, the usual minimum requirement is:

Two to three A-levels.
GCSEs at grades 9-4 in two to three other subjects.

To get onto an advanced apprenticeship, you will need GCSEs in English and maths, although you may be able to complete these alongside your programme. For a higher or degree apprenticeship, you’ll need two A-levels plus GCSEs in English and maths.

Alternatives to A-levels include:

Edexcel (BTEC) level 3 National qualifications.
International Baccalaureate (IB) Diploma.

Adult opportunities

Age limits: It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Some entrants have developed relevant skills by working in, for example, advertising sales.

If you don’t have the qualifications needed to enter your chosen degree course, a college or university Access course (for example, Access to Business) could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges.

Related careers

Advertising art director
Direct marketing manager
Event manager
Market research executive
Marketing executive
Marketing manager
Media buyer
Media planner