What they do
Advertising account executives coordinate the development of advertising campaigns and act as the liaison between clients and advertising agencies. They research a client’s products, services, target markets and competitors. Having this background knowledge allows these advertising specialists to meet with clients to discuss and identify their advertising needs, marketing goals and budget. This information is then used to brief the rest of an advertising team and guide them in creating a campaign. Advertising account executives present the team’s proposed campaign to the client for approval and any modification.
Advertising account executives generally work in offices for specialist advertising agencies or within an organisation’s advertising division. In Western Australia, advertising agencies are typically located in and around the Perth metropolitan area. Advertising account executives may also work in production areas within for example, a television studio or printing company. They regularly meet with clients at their workplaces. Advertising account executives usually work as part of a team, which may include an art director, copywriters and graphic designers. Work is pressurized as different advertising companies often compete for the same client account, and then have to meet client requirements within strict deadlines. Most advertising account executives work long hours – often that means early mornings, into the evening and on weekends.
Tools and technologies
Advertising account executives use standard office equipment, such as computers, telephones and printers. They must be in regular contact both with their clients and with other team members so they usually use a mobile phone and a laptop computer with a wireless internet connection. They may also use audiovisual equipment, such as projectors and computer packages such as PowerPoint for presenting ideas and final campaigns to clients.
How do I become one?
Education and training
To become an advertising specialist, you usually need to study a degree majoring in marketing, advertising, graphic design or communication and media studies.
Most universities in Western Australia offer relevant courses. Contact the universities you are interested in for more information.