Account management in advertising involves helping clients with their advertising needs, researching their market and competition, and acting as a bridge between the client and the advertising agency. The account manager also educates the client and ensures their satisfaction with the agency’s work.
Account management in advertising is not the same as account management in other companies, because other companies rely on account managers to oversee sales, while advertising businesses rely on these workers to help the customer. These workers are given some of the toughest advertising jobs, like telling clients things didn’t go as planned, or telling the ad agency that the client hates the new ad campaign. Account management in advertising also involves researching the client’s market and competition to determine the best advertising methods. This team of workers must also help the client understand the creative work, so that they can better judge the work of the advertising team.
One of the first roles account management in advertising encounters is receiving the brief. A brief is the customer’s needs and requirements, such as the design of business cards, flyers, TV commercials and other advertising methods. The account manager will visit the client, review the brief and explain what the advertising firm can do to meet the requirements. You may also request a quote for the customer so that the customer is financially satisfied.
In addition to accepting the brief, account management in advertising acts as a bridge between the client and the company, especially with worst-case scenarios. If a deadline cannot be met, whether due to bad planning or complications, the account manager will need to explain this to the client while trying to keep the client as a paying customer. In a reverse scenario, if the client doesn’t like all the proposed advertising projects, the account manager will have to pass the bad news on to the advertising agency’s creative team.
Many new companies aren’t sure what they want in a project, in which case the account manager may be responsible for educating the client in this area. The account manager will display the client’s current projects and creative standards so that the client can make an informed evaluation of the ad agency’s projects. This is also to help convert the customer into a paying customer in the future.
Account management in advertising also involves carrying out research to enable the advertising company to do the best possible for the client. The account manager needs to research the client’s field, the client’s competition, and what type of advertising works best for that industry. This will help the advertising agency come up with an effective design and make the customer happier with the purchase.
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