Advertising Account Executive

Advertising account executives are employed by advertising agencies and act as the main point of contact between the agency and client.

The job of an account executive is to quickly grasp each client’s goals, and make use of the resources of their agency to build the most effective campaign. They may find themselves promoting business brands, from cars to cat food, or developing awareness campaigns for a charity or government body.

Agencies are constantly seeking new ideas to engage the public. They increasingly use methods such as ‘viral’ online campaigns, as well as traditional advertising methods such as TV, newspapers, posters, radio and direct mail.

Tasks may include:

researching clients’ products, services, plans, competitors and target markets
meeting clients for briefings
briefing agency colleagues, and working with them to plan and implement the best advertising solutions for the client
presenting proposals to the client for approval
ensuring that projects are completed on time and within budget
meeting clients to discuss strategy and report on progress
responding to clients’ requests as they arise
taking part in pitches for new contracts
keeping records and handling invoices.

Account executives may focus on a single client or work on behalf of several at once.

To ensure client requirements are met, account executives need to work closely with colleagues, including media planners and buyers, copywriters, designers and administrative staff. They usually report to an account manager or account director.

Hours and environment

Long hours are common, and advertising staff are expected to work flexibly to meet project deadlines. This may include evening and weekend work.

Advertising account executives are office based. They travel frequently for meetings, and may be expected to socialise with clients.

In agencies with international operations, travel abroad may be required.

Salary and other benefits

These figures are only a guide as actual rates of pay may vary, depending on the employer and where people live.

Salaries may start between around €20,000 and €30,000 a year, depending on the type and size of the employer.
Experienced account executives or managers may earn from around €35,000 to €45,000 a year.
Account directors may earn up to around €80,000.

Skills and personal qualities

An advertising account executive must be:

quick to absorb and analyse large amounts of information
enthusiastic, energetic and imaginative
approachable, outgoing and diplomatic
a clear communicator, in person and writing
able to present ideas with conviction
highly organised and flexible
good with figures
IT literate
comfortable working as part of a team
skilled at negotiating and motivating others
commercially aware.

Interests

It is important to have:

a passion for advertising and business
an interest in people.

Getting in

There are around 1,000 account executives and managers in Ireland. Around 70 per cent of the total advertising workforce is in Dublin. Other main centres include Cork, Limerick, and Belfast.

There are several different types of agency:

integrated or ‘full service’ agencies, offering clients the whole range of advertising advice and creative services
media agencies, which specialise in buying advertising space
digital agencies, which focus on online marketing
direct mail and direct marketing agencies.

Agencies vary in size. Almost half employ fewer than 20 people. Competition for vacancies is intense.

Entry routes

Most advertising account executives hold a degree or foundation degree. This is not necessarily in a directly relevant subject, although degrees in advertising, marketing and business are available.