Account executive can be understood as a person who is responsible for serving as well as receiving requests from customers (clients) in an advertising agency (agency). However, Account executive is the most basic position in the Account department of an agency, or just starting a career in Account management.
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In agencies, the Account department is also known as the Client Service Department. Account executive is the smallest position in the Account Management profession. When developing to higher levels, the Account person will also have to do the same jobs as the Account Executive, but the rate for each job will be different, we will arrange the development orientation of the profession over time and level for each job.
Account’s tasks are as follows:
Make decisions: provide recommendations/advising on marketing, advertising, strategy, how to better manage work (these decisions must reflect the agency’s perspective) on the project and customer.
Present/sell/persuade: make sure the agency’s ideas and proposals are accepted by the client.
Perfect execution: when the idea is accepted, the Account person will do the project management to ensure the job is executed perfectly.
This is the most basic level in the Account Management profession as well as in the Account (or Client Service) department of an agency. Rank the level for each job as follows:
Decision making (strategic): not much or possibly none. Depending on the situation and the project, if the project or work is small, then the Account executive can decide.
Present/sell/persuade: quite a lot.
Perfect execution: most of the time, the account executive will do this first.
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From the above explanation, it can be seen that the Account executive will mainly only perform and manage the implementation part of the project. It can be said that it is more inclined to serve customers.
After a period of 2-3 years (depending on capacity and agency), the Account executive will become the Account Manager. In terms of level for each job, the time ratio is approximately the same, each task takes up about 1/3 of the Account manager’s work time.
This is the stage where the Account Manager perfects the skills and knowledge required to fully understand Account management and become an Account Director.
After about 5-6 years (depending on capacity and agency), the Account manager will become Account Director (AD). The job of the AD person will be the opposite of the AE person, the AD will mainly make strategic decisions for the customer and manage the lower levels (AE, AM) Usually at this level, the Account person will manage Account department of the agency and building relationships with customers, if something goes wrong, the AD person will be the one to solve it and take full responsibility.
In order for Account Executives to develop into higher positions in the profession, it is necessary to invest a lot of research in marketing to develop a vision and think strategically to be able to give strategic advice to customers.
In some large foreign agencies, there will be higher ranks such as Group Account Director (Leo Burnett, Oglivy …), Client Service Director … then the job will lean towards management and strategic decision making. These ranks require a very high understanding of the profession as well as the customer. We only cover the most basic positions that an Account executive needs to know.
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The above is an overview of the jobs and levels that the Account person will go through in the Account management profession. Through the above orientation, we can see that in order for Account Executive to develop to higher positions in the profession, it is necessary to invest a lot of research on marketing to develop vision and think strategically to be able to provide strategic advice. for the client – those are the things that the client wants the most from the agency.