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The role of Account Executive in an advertising agency may seem glamorous but few people realize exactly what it entails. An Account executive is also referred to as being in Client Service – which is a more accurate description of the job.
The role of an AE is key to the advertising agency’s success.
The AE is tasked with representing the client’s interests at the ad agency and the ad agency’s interest at the client, both with impeccable professionalism.
The basic AE job description involves getting an advertising brief from the client – usually a marketing professional or brand manager.
The brief is a description of what the client needs – which could be anything from sales flyers, corporate brochures, business cards, branding to multimedia presentations, websites, print advertising campaigns, outdoor campaigns, or Search and Social marketing – and that’s just below the line.
These jobs could entail copywriting, design, digital design, voice-overs, photo shoots, media planning and booking, digital strategy, 3D, animation, print, concept, video production, setting up Facebook and Twitter accounts amongst many other disciplines.
The AE has to be knowledgeable enough on all these disciplines to give insights and advice to the marketing manager, and take a comprehensive, logical brief back to the advertising agency. Some of the requirements of an AE are:
AE’s must have strong communication skills. They must be able to communicate briefs, budgets and timelines through to the correct channels within the advertising agency. Excellent time management and attention to detail is also required.
Account Executives must guide the ad agency’s creative work within the realms of the brief. A full understanding of their clients’ markets, products and competitors is required.
AE’s must ensure that all of the advertising agency’s systems are followed and that all client / ad agency communication is clear and concise.
The advertising agency senior management must also be informed and updated on all agency accounts and projects.
AE’s are required to seek new business for the agency – testing their fledgling sales skills!
Financial skills are also expected – from agency and client budget management and report backs to full campaign and media management by the agency. Pro-activity is also highly valued by advertising agencies.
AE’s are at the heart of the agency and sometimes have to deal with great challenges as part of the agency nerve centre. AEs tell us some of their worst parts of the job:
“Having to tell the client you or your supplier messed something up or are going to miss a deadline”
“Telling creative the client didn’t like their work”
“Trying to get an extension an impossible deadline”
“Thinking you took a great brief and then showing the final work to the client and they hate everything!”
“Getting numerous last minute changes to approved jobs”
But a big plus to this job is that AE’s are also exposed to a variety of clients and gain valuable exposure across varied industries. A typical AE at an advertising agency may work on up to 8 – 10 clients. This keeps the AE stimulated across many industries and they get a great all-round knowledge that will serve them well in their future careers.
Personal relationships between agency and client can also bloom into friendships and many agencies retain clients over decades due to this type of relationship building.
On the fun side the Account Management Team also celebrates in all client successes (and failures!). They share in conferences, strategic thinking and team building – all the while filtering this knowledge back to the agency.
Some of the AE’s at Artifact Advertising agency shared some of the best parts of their job:
“Seeing your client’s campaign come together beautifully when you took the brief”
“Friday afternoon drinks at the advertising agency bar!”
“Winning pitches over other advertising agencies!”
“Lunches, wine and strategic thinking…..”
“Seeing something that you’ve helped create on display or in print…nice!”
We hope that this look into the life of an advertising account executive will be useful to anyone considering a career in an agency.
Lindy Taoushiani – Strategy Director – Artifact Advertising
The original article can be found on http://www.artifact.co.za/content/The Role of an AE in an advertising agency.html
See also our article on insights into the life of a Graphic Designer www.artifact.co.za/content/Design Article.html
We offer strategy and creative brand solutions that include
traditional design and media as well as all aspects of digital media, including presentations.
We can solve a single marketing problem for you or become your marketing support service.
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As per a recent survey on the world internet usage status, there are nearly 20 billion internet users around the world with a global population penetration rate of about 28.7%. These figures speak volume of the high importance that digital marketing has gained over the last few years. Pursuing an academic specialization in digital marketing has become one of the most sought after career-choice among graduates who are in the look-out for lucrative and interesting future professional prospects.
In technical sense, digital marketing is the promotion of brands using the various digital channels known such as—television, radio, internet, mobile and other applicable forms of digital media. In other words, it is the promotion of products and services through these digital channels to reach consumers in an efficient, budget-friendly and time-bound. The increasing popularity of ecommerce in each and every nook and corner of the world has led to the necessity for industry experts and business professionals to emphasis on the importance of establishing internet marketing as an ‘area of academic specialization.’ Digital marketing covers a vast area of study due to its relevance with media and the development of high-end latest technologies for elements such as— mobile phones, sms/mms, display/banner ads and digital outdoor. Unlike the yesteryears, the advent of World Wide Web has helped interested students around the world to procure information on reputed international institutions that offer post graduate Degree Digital Marketing.
The main objective behind the introduction of innovative professional subjects like digital marketing, internet marketing and digital media is to inculcate a comprehensive understanding of traditional marketing methodologies and its role in modern digital media. So, you may be wondering how a London Master of Digital Marketing Degree could help you in the hunt for a lucrative and rewarding career. The answer lays in the fact that obtaining professional certification in online marketing; digital media or digital marketing empowers business graduates with the ability to plan, assess and measure digital marketing. It also enables students to learn to improve customer engagement through digital channels. In addition, it teaches students about the importance of website and the role of social media in marketing. Most of the leading international B-schools generally offer a year’s management course in improvising skills in the areas of—accounting, strategy, general management, internet marketing, web analytics and search engine optimization.
Interested in pursuing in London Masters Online Marketing? London is home to some of best business schools offering Masters Program in digital marketing. HULT, a leading business school located in the heart of central London, offers Master Degree programs in digital marketing. A career in digital marketing is of high relevance today and will likely pay you with great job opportunities.
Hult International Business School provides business education to students around the world. Hult offers MBA, Master and Undergraduate degrees at. Grad School London for students who wants to make their career in. London Master of Digital Marketing.
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How To Make Money Online The REAL secrets are NOT what you think. How Can I Make Money Online? What’s the best free marketing tip of the century? The secrets are definitely not what you have read in ten E-Books! Unless you just happen to be lucky! And you all know what I have to say about that… The harder I worked the luckier I got and the more money I made online… Nearly all of us have had a conversation with new internet marketers who have found and purchased the rights to resell an ebook that tells them how to make fifty thousand this month.. Free Marketing Tip # 1 remember that work produces results when you do it consistently…. They say they are having money problems, so they need to make a lot of money, and fast. They don’t want to just “get their feet wet” They want to JUMP IN HEAD FIRST! They say they want to be successful and “take off with this stuff” They can go far and make that fifty thousand… in time if they realize that there are 3 things they need to do…and they are the 3 things that most do NOT do. I see post after post, on forum after forum of people who are frustrated they are not making “easy” money Internet Marketing, all the free marketing tips in the world wont help you if you aren’t doing this… some for YEARS and still not quite “making it” some spend 00s on ebooks, videos and courses-better to spend it on a marketing strategy that you or someone you know and trust knows a lot about… If they learn and learn and acquire information without taking consistent action they end up frustrated and out of money There are 4 Foundational KEYS To Success 90% of those who want to get into this field do not do these things I bet 90% of the people who read this wont do it either That means, odds are, you are likely to be one of them and end up laughing, taunting, scoffing, denying or just outright ignoring what I am writing. Note: You can’t do 1 and not the other 3, you can’t do 3 and not the other 1 you must do them all, or be stuck forever in the land of mediocrity waiting for the next free marketing tip that is supposed to change the world… if you think you are ready…hang on, here they are Key 1) Make a budget Inevitably, someone will ask you what your budget is for this or that. It does NOT matter how much it is, but you should have a SPECIFIC amount set aside to do your project. Be it or ,000…have it available, or know when it will be. If you invest all that you can after your basic expenses have been sorted out each week and month then that is OK too, just as long as you know what the minimum amount will be and work your plan around that… You may be waiting for the money after applying for a loan or for your house to sell and the funds to come through, that’s fine as long as you have a plan and you know what you’re doing and you have deadlines for when you know the money will be available. Break your budget into unequal 3rds (whether you do it yourself or outsource, there will be expenses) 1/3 – Development/setup/Production (programming, writing, plr, editing, etc) 1/3 – Marketing – (ppc, jv, print, myspace) 1/3 – Maintenance (responder, shopping cart, hosting) your budget wont be equal parts for each! But just make sure there are 3 parts allocated. The idea is to make sure you account for all the aspects why??!! No one told you it takes money to be successful online?? Well, it does..or at least the resources/ingenuity to get those things that cost money. You have to make time to implement all of those free marketing tips that may not be free but will be helpful IF you act on them… Money=time and time=money so either way you look at it you’re going to be spending money. KEY 2) a Written Plan A plan “in your head” is rarely enough unless it is MEMORISED WELL… WRITTEN is the key Why? Because, it forces you to think and research and actually map out your budget, and it will stop you from being distracted by the next free marketing tip you come across… You should have a marketing plan and a marketing calendar to track your marketing efforts. You could have a plan in your head if it was something simple like spend 5 hours a day voice broadcasting and 1 hour a day producing and uploading videos. If this was your plan 7 days a week it would be easy to remember and implement so it would be OK to have it in your head:-) But do remember that the old saying does hold true Quote: quote: ——————————————————————————– Those who fail to plan, are planning to fail ——————————————————————————– its not about being long, wordy, fancy or elaborate. It IS about having a road map that covers all the bases so you can KNOW what comes next. Free Marketing Tip #2 Write or memorize a plan Free Marketing Tip #3 Follow That Plan Free Marketing Tip #4 Follow That Plan for 12 months or until you’re making at least 00 a month… This is why you need a mentor… Free Marketing Tip #5 Make sure your mentor who knows how to make money online is aware of your plan has reviewed it and is keeping you on track with weekly phone calls to monitor your progress. Free Marketing Tip#6 If you don’t have a mentor GET ONE! Free Marketing Tip #7 F-O-C-U-S on your plan… and nothing else till you make 00 a month or it’s been 12 months.. For example you could commit to the above plan to focus mainly on the voice broadcasting related tasks for five hours a day and one hour a day on the videos until you made 00 a month. You could commit to doing that for twelve months or until you turned a profit of 00 per month and then rework your plan when either of those things happen. I see too many people make plans and then change them after 3 months saying IT DIDN’T WORK! Bullswollop! 9 times out of 10 plans don’t produce results because people don’t follow them for long enough. 12 months or 00 per month for 2 months running is a fantastic way to keep yourself on track, so you commit to doing the same thing for 12 straight months or making a sizeable sum before you move on… This is the thing to remember, the more time you spend on a plan, the higher your chances of producing results-IE money with that plan… Once a plan has made you money you will be motivated to follow through with it so the twelve month rule is no longer necessary. Have you ever noticed how many forum posts go something like this: “Hi, I just started a (blog, website, business), and I have done (this, that and the other thing). Can someone tell me what to do next? how do I ________?” Well, that person definitely does NOT have a plan. When you have a plan, you are ALREADY PREPARED for “what do I do next” You know when to do it and how much it costs, because you already researched it, and MEMORIZED IT. You spend more time WORKING THE PLAN, then figuring out what “to do next” A plan also allows you to gauge your pace and level of success. Are you on track, off track, behind schedule or ahead of it? How will you know without a plan? Here is a quote that summarizes this Quote: quote: ——————————————————————————– It is IMPOSSIBLE to Improve something you cannot track or measure, and its almost impossible to measure something without a plan ——————————————————————————– Which of these things is completed successfully with quality and has no written plan A College Degree Building A House Starting A Business Retirement A Bus Route An Airplane Flight Path THATS A TRICK QUESTION! The answer is NONE OF THE ABOVE. If you ever see a successful model of one of the above…someone, somewhere created and commited to a plan. Would you spend your money to be involved with any of the above, if you knew the people in charge had NO PLAN??? Key 3) Get A Mentor/Coach-THAT IS MAKING MONEY ONLINE! If you think this is an expense you can not afford..then YOU ARE IGNORANT…not stupid, just ignorant of the truth that coaching, like advertising is not an expense, but an investment A NECESSITY The truth is YOU CANNOT afford NOT to have a mentor/coach..not if you want to achieve greatness…if OPRAH has a coach…don’t you need one? Every champion has a coach…EVERY, single one of them. Now, if you are fortunate enough to get one to do it for free…then count your blessings and do not abuse the relationship…follow instructions to the letter. I was helping a woman for a while. She didnt do the homework assigned, gave me objections when I gave her helpful advice, and worked on everything except getting herself together. Despite me sternly telling her to start taking this seriously several times, and giving FREE sessions…she refused to appreciate the situation. I charge 0 per hour for coaching…She was getitng it free, after hours. When I told her I would no longer do it, because she was constantly telling me why things couldn’t be done, she got upset. But the fact is, there are people who APPRECIATE what I do AND PAY ME, and so there was no point wasting my time on someone not serious about their goals. Now you may think it was because she was getting coaching for free…it was not. I fire PAYING clients who do not follow directions also…it’s a waste of my time and energy. I only want to help those who WANT to be helped. My time is important to me, and I demand it be respected…the same as I respect others time. Regardless of how much money is involved, if any at all. The truth is many people SAY they want to be successful, but are not truly willing to do what it takes. If you find a coach or mentor – appreciate and respect them! Their time is valuable and they will help you: ==Save Money (they know where to get things for the best price and quality) ==Make Money (they know the tricks to increase performance) ==Get Free stuff (they know the secrets…) ==Succeed (they have been there, done that, got a T-shirt and taught a class about it..) Having a Mentor or Coach is a crucial step that many overlook, and therefore beat their head against the wall over and over again wondering why they don’t get anywhere. KEY 4) Operate with integrity Tell people upfront that it takes time and energy to make money online! Make sure they know this,because in the beginning it takes a lot of time or a lot of money to make money, you can have no money and succeed or you can have little time and succeed by investing WISELY with a coach that knows what they are doing. Just remember YOU CAN DO IT:-) ================
Eliza Mc Namara is a expert on self improvement and thrives helping others to open doors that were once closed… She has read well over 500 books on the topic and continues to learn and grow and expand as an individual and an internet marketer so she can help others to do the same.
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