The most popular roles in the industry are listed below along with the type of work involved. Each agency may refer to these roles with slightly different job titles and in many cases a role may combine two or more areas, particularly if the agency is smaller:
(Also known as Client Services / Account Executive).
- Responding to client requests.
- Providing administrative support to the rest of the team.
- Organising and attending client briefings and presentations of campaigns for approval.
- Briefing colleagues and helping them plan and execute work for clients.
- Manage projects and ensure deadlines are met and budgets kept to.
Strategic planning (account planner)
- Working with clients to understand their business objectives, target markets and consumers.
- Analysing data, trends and reports relevant to the client’s business.
- Commissioning, conducting and analysing qualitative (e.g. focus groups) and quantitative (e.g. surveys) research.
- Advising on possible approaches or adaptation of approach to the target market.
- Finding an ‘angle’ on a specific product or service on which to base an advertising campaign.
- Presenting conclusions and ideas to clients and other agency staff.
- Analysing and interpreting customer response and sales data to evaluate the effectiveness of the campaign.
Media planning and media buyer
- Negotiating with media owners to get best rates and spaces across media platforms such as TV, radio, digital, press, billboards and even promotion on the sides of buses and taxis.
- Working closely with planning teams to ensure the planning and buying process runs smoothly.
- Keeping up to date with new developments in the industry, latest research and competitor activity.
- Creating media plans which outline the media channels to be used.
- Presenting media plans to the client and keeping them informed of campaign progress.
- Preparing costing and spending reports for clients and managing budgets.
- Researching and analysing data to understand client’s target audience.
- Analysing campaign effectiveness.
- Writing clear, persuasive, original copy.
- Proofreading copy to check spelling and grammar.
- Amending, revising or redeveloping adverts or campaigns in response to feedback from the creative director, account team or clients.
- Overseeing campaigns through the production stage to completion.
- Casting actors for TV and radio work, listening to voice tapes, liaising with production companies, photographers, typographers, designers and printers.
- Keeping up to date with popular culture and trends.
- Working with colleagues in a creative team to devise an idea which will engage the target audience, while also meet the client’s brief for their business problem.
- Presenting initial ideas to the creative director for approval, and development into final concept.
- Creating visual mock-up of concept.
- Responding to client’s feedback.
- Managing and commissioning artworkers, photographers, illustrators, film-makers and designers to make the concept a reality.
- Analysing data and applying it to solve a business objective or problem that a client faces.
- Producing cross-sector information on anything from markets and brands to trends, developments and recent innovations.
- Ability to think laterally if information is not readily available and needs to be found in a short time.
- Coming up with new ideas or solutions when there isn’t necessarily any given information readily available.
- Presenting ideas in a compelling way over multiple formats, such as email, PowerPoint and face-to-face presentations.
- Learning about people and why they do what they do and being able to explain this to clients.