Expert: Lawrence W. Saunders - 6/9/2002

Question
1.  What do you like the best about your job?

2.  What do you dislike the most about your job?

3.  How did you get started in your career?

4.  What would you recommend for me to do to help me get started in this field?

5.  What are the special trainings needed?

Answer
Jen,
What I like best about advertising agency account work is the development of creative and media strategy against a client's marketing objectives. These are the most rewarding aspects of the job. I also like the fact that you are working with the business, as well as the creative, side of a company's marketing effort.

What I dislike most about working in advertising is the uncertainty of the job. The agency can lose an account without there being sound marketing need for change. Lose of an account is often based on client management change, client-agency personality conflicts, etc. -- nothing to do with the creative or media work. This makes for a lot of interagency moves or loss of your job. But, at least, the agency business is acceptant of you having lots of jobs and agencies on your resume.

I started in a marketing sales position at GE where I was exposed to the advertising department. When I left GE I took a job as an Account Executive with a small agency that wanted the experience I had gained in the business sector. If I had planned my career in advertising I would have worked at getting into the Creative side of the business rather than the Management side. As an Art Director or Copywriter I would have had a lot more fun and potentially made more money.

If you want to become a top Account Manager you should get your Masters Degree in business and marketing. If you want to become an Art Director you should get your BA Degree in advertising and design, with a minor in marketing. A Copywriter needs a degree in creative writing and advertising. As an Art Director or Copywriter you will need to learn how to create a portfolio of your work that you can show to potential agency employers.

You must learn about and understand marketing and strategy if you are to fully succeed in any aspect of advertising. As an Account Manager you should also know how creative and research works and contributes to the overall strategic planning process. As a Creative type you need to read a lot, watch TV, go to movies, keep up with current and emerging trends, think in visual communication terms, and learn the art of persuasion.

Jen, I hope this helps a little. Good luck in your career choice.
-LS