Today I decided to write about the job of the Account Executives in a marketing and advertising environment which, coincidentally, is what I do. Some people always say that a person should not be defined by what they do, as this is not who they are but, in this instance, I’ll have to disagree.
By definition, account executives in advertising are typically responsible for client servicing and client acquisition (as well as, of course, keeping existing ones happy). They serve as the direct link between the marketing agency and the client, managing day-to-day affairs and ensuring customer satisfaction. The word “executive” in this context means to “execute” – he/she is mostly responsible for the more practical parts of the advertising jobs (i.e. media placement, distributions, contract negotiation, etc.). The Account Exec will also be the point of contact for the client and will hear first about any new project that their business is envisaging for the long-term or for… erm, right now. It is not unusual for them to hear a supplicant voice over the phone saying “please can you do this today?” And there goes the Account Executive, with their charm and agility to get it done. And they always find a way to do it.
The contact with the client is pivotal. It’s there that the idea is born. The conversations, either face-to-face or over the phone, will start the process of bringing to life the best way to help a business achieve their objectives at that particular time. If the Account Execs do a good job, the creative team will know exactly what the client wants and will nail the brief.
They always need to be listening, always thinking ahead, always in front. They have to forecast, preview, think about the client and their business as if it was their own. And then, convey everything they have seen, heard and discussed to the creatives, including things that weren’t said (sometimes they are the most important ones). Clients are not always entirely sure about what they think is best to do, this is when the Account Execs’ helping techniques come in handy. They can see a face and interpret it, they can hear a tone in the client’s voice and know exactly what they mean. And let’s be honest: when you manage to achieve this in a relationship, it’s definitely one to keep going.
Account Execs are brand guardians, they juggle requests, they genuinely care by performing little magic rituals every day, for the benefit of their beloved clients. They will fight fiercely (always kindly, of course) to get the best deals for their clients in media, print or wherever it is that their marketing strategy requires. They will always be at the other end of the phone. They will be a shoulder for you to cry on (for whatever reason!) and they will look after you as if you were family. They will be there when you need them the most but will, of course, thrive on success and celebrate with you.
So there you have it, an account executive, which may all seem a bit like blowing my own trumpet, but it’s not, really. I’m just recognising the work that goes on behind the scenes. The designers create amazing things, of course, but we, the Account Execs, are always there, in the background, making sure all is done on time, on budget and to brief.
And this is why I disagree when people say that we should not be defined by what we do. I see myself in all I do in my work. I can see patterns of my work behaviour in my home and family life too. If you pour yourself into your work, you will only get the same energy back, in my view. It’s funny, but I sometimes feel like I’m always working. Which is not a problem, really, because I’m lucky enough to absolutely love what I do.
Marilia Spindler is an Account Executive at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
