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 the advertising business relies on these workers to help the client. These workers are tasked with some of the hardest advertising jobs, such as telling clients that things did not go as planned, or telling the ad agency that the client hates the new advertising campaign. Account management in advertising also involves researching the client’s market and competition to determine the best advertising methods. This team of workers also must help the client understand creative work, so he or she can better judge the work of the advertising team.
One of the first roles encountered by account management in advertising is receiving the brief. A brief is the client’s needs and requirements, such as business card designs, fliers, TV commercials and other advertising methods. The account manager will visit the client, look at the brief and explain what the advertising company can do to accommodate the requirements. He or she also may have to quote an estimate for the client, so the client will be satisfied economically.
Along with accepting the brief, account management in advertising serves as a bridge between client and company, especially with worst-case scenarios. If a deadline cannot be met, whether because of poor planning or complications, the account manager will have to explain this to the client while trying to keep the client as a paying customer. In a reverse scenario, if the client dislikes all the proposed advertising designs, the account manager will need to relay the bad news to the ad agency's creative team.
Many new businesses are not sure what they want in a design, in which case the account manager may be responsible for educating the customer in this field. The account manager will show the client current designs and creative standards so the client can make an educated assessment of the advertising agency’s designs. This also serves to help convert the client into a paying customer in the future.
Account management in advertising also involves performing research to enable the advertising company to do the best it can for the client. The account manager must 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 succeed in making an effective design, and will make the client happier about the purchase.