A major way that agencies become valuable to their clients is through expertise in account management. The account management team is the direct contact for the client's marketing department at the agency. The team often consists of
- Junior Account Executives, who are entry level team members,
- Account Executives, who oversee tactical programs,
- Account Supervisors, who develop strategy and supervise Account Executives, and
- An Account Director or Management Supervisor, who runs the entire client account.
This team quarterbacks the client programs, plans a recommended marketing strategy, and represents client interests. When a campaign is ready to present, this group will sell it to the client, then see that it is executed on time and budget. They monitor advertising results and suggest next steps. To break in as a Junior Account Executive frequently requires a business or marketing management degree.
The producer/product manager group makes sure that broadcast, print or interactive ads are produced on time and budget. Most work in an ad agency is farmed out to vendors and freelancers, and this group negotiates the price and supervises the work flow.
The media group plans where advertising should appear to reach different kinds of consumers, and then buys the space or time. Skills needed here include analytics, extensive number crunching and puzzle solving.
Traffic coordinators are detail lovers who get the ad to its destination.
Research or account planning specialists interview consumers, conduct market research, evaluate ad effectiveness, and brainstorm strategic marketing opportunity.
Of course, there's the creative department brainstorming the ad itself. It includes writers who need business savvy, and art directors who combine business savvy with a background in visual design or advertising art.
