Advertising senior executives oversee both creative and administrative staff to ensure that clients are pleased with their advertising campaigns.
To make their products and services stand out from those of their competitors, companies often rely on skilled advertising teams to create campaigns that promote their products in a unique and effective way. Advertising senior executives oversee advertising account staff and coordinate all facets of campaign creation and management. They often serve as the direct line of communication between clients and the creative team and perform other management activities, such as accounting for client billing, projecting income for the agency and reviewing the performance of junior staff. While many employers require only a bachelor's degree, many advertising senior executives pursue a master's degree to improve their employment opportunities.
Description
Advertising senior executives are responsible for identifying new clients for the firm. They usually work directly with clients to determine the message or image that should be conveyed to consumers. Senior executives are also responsible for monitoring competitors’ advertising, as well as trends in the consumer market that may affect their client’s business. They supervise all members of the creative team, including copy writers, art directors and graphic designers, to ensure that clients are happy with the advertising that is generated. In addition, advertising senior executives manage junior executives and coordinate all account management services.
Qualifications
Advertising senior executives usually have at least a bachelor’s degree. College students who are interested in a career as an advertising executive often major in advertising, marketing or business administration. For senior executive level positions, many employers prefer candidates who have a master’s degree in business administration (MBA). However, experience is usually the most important qualification for a senior advertising executive, as many companies promote lower level executives from within the organization when a senior position becomes available. When hired from outside a company, a strong managerial track record is important for advertising senior executives as well. Advertising senior executives should be extremely creative and possess good communication and people skills. They must also have knowledge of the Internet and other forms of new media that are useful for promoting products and services. In addition, advertising senior executives should have strong time management skills to help meet deadlines.
Working Conditions
Advertising senior executives usually work in offices, though they are often in close contact with junior staff members because their work requires a great deal of collaboration. The advertising industry is extremely fast-paced, which can be stressful for senior executives who must come up with campaign ideas under tight deadlines. Long hours are common as well, and advertising senior executives may sometimes be required to work nights and weekends.
Salary
According to Salary Wizard, a salary information website, the median annual salary for advertising senior account executive was $85,464 as of November 2009. The highest 25 percent earned more than $102,571, while the lowest 25 percent earned less than $75,350. Many advertising senior executives receive bonuses in addition to their base salary, so actual income may vary from the median.
Employment Outlook
The Bureau of Labor Statistics estimates that employment for advertising and public relations staff, including senior advertising executives, will increase by 8 percent between 2008 and 2018, which is a slower rate than the average for all occupations. In difficult economic times, advertising executives are often in demand because companies want to stand out among competitors with consumers whose spending habits may be curtailed. Openings will also occur due to the need to replace experienced senior executives who retire or leave the occupation. Competition for advertising senior executive jobs should be fierce, however, because it is a field that usually draws more qualified candidates than the number of available positions.
