Summary
Contents
Subject index
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.
The Account Executive in an Advertising Agency
The Account Executive in an Advertising Agency
They go by many names: management supervisor, account manager, account supervisor, account director, account executive. But don't let the titles confuse you. Account service people, regardless of their titles, the sizes of their agencies, or their levels of responsibility, are expected by both their agencies and their clients to provide a consistent level of proactive, intuitive, high-quality account management.
This chapter covers how clients and agency heads define excellent account management and what it takes to be a successful account executive (AE). I approach this topic from the perspective of a well-established midsize agency.
In its simplest terms, the role of an account executive is to manage all advertising agency services conducted on behalf ...
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