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Account executives, managers and directors are employed by direct-marketing companies and companies’ in-house marketing departments and provide the point of liaison between the client or employer and consumers and businesses. They are responsible for researching, creating and developing marketing strategies and keeping the client up-to-date on progress through all stages of the marketing process. This will be done either through meetings, over the phone or via email. Their primary concern is to keep the client happy and informed.
Account handlers may organise and monitor PR events for the client, which they will attend and promote to the right audience. They may also organise and implement sponsorship deals on behalf of their clients. The job is likely to involve a lot of research into the client, target markets, effective media, and activities through which to market and advertise the client’s product or service.
In full-service agencies, which deal with advertising as part of their marketing service, the account handler will be the main point of contact between the creative and production departments. They may also be responsible for sourcing, contacting and supervising freelancers such as photographers, designers, printers, IT specialists and any other professional whose trade is part of the marketing plan.
Account handlers present client briefs to the creative teams. They highlight client’s objectives of the campaign or marketing strategy, the core messages of the brand, the target market, the client’s budget, deadline and all other aspects which will help the creatives conceive and produce the best possible campaign for the client.
Account managers or directors control the budget, manage timelines, write and send invoices to the client and monitor advertising marketing effectiveness, the findings of which are written in reports and sent to the client.
Once account handlers have ideas to show to the client, they will pitch the idea and the costs to the client for approval, rejection or amendment. Account executives normally handle between one and five client accounts and generally report to an account manager. The manager, in turn, will report either to an account director or to the managing director, depending on the size of the agency. Account handlers also pitch ideas to senior company executives in order to win new business, new clients or campaigns.