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Researchers, account planners and account handlers (executives, managers and directors) play vital roles within advertising agencies large and small. Account handlers serve as the point of liaison between an advertising agency and clients.
The vast majority of, if not all, advertising agencies, regardless of size, will employ teams of account executives, managers and directors and pursuing a career as an account assistant is one of the more popular and well-trodden routes into the industry. As such, getting a foot in the door is a very competitive business.
Account planning is another area into which advertisers invest a lot. While account handlers are looking out for the interests of the client, account planners and researchers work more on strategy and place themselves in the shoes of consumers throughout the entire development of a campaign, in order to be able to influence creative processes and ultimately maximise a campaign’s effectiveness and its reach.