Expert: Sean Trapani - 12/30/2009

Question
Hello Sean,
          I'm developing a film and my main character is an ad executive. This really only pertains to the beginning of the film, but nonetheless, it still has to be accurate. My question is actually a two-parter: One, can a exec make partner in an advertising firm like a lawyer can in a law firm? And two, what would be the title of someone right below making partner? Senior ad exec?

Thanks!

Rico
myspace.com/dominicanhill  

Answer
Hi, Rico

Ad agencies have different structures, but a 'partner' is usually restricted to someone who has formed the company. Agency founders tend to have an ego, which is why so many ad agencies begin as an amalgam of the founders' names - which are often later reduced to initials (Doyle, Dane, Bernbach is now DDB; Crispin, Porter, Bogusky is now CP+B, for example.)

When the original founders fade away over time, other successful executives within the firm can rise to C-level positions, but 'partner' is really more of law firm term.

Technically, someone would probably have to be a 'director' or above to be considered an executive in an ad agency. Creative Director; Media Director; Director of New Business, etc. When the companies are large, the names become more cumbersome:  VP/Executive Creative Director; Worldwide Creative Director; Creative Director of the Universe (well, maybe not that last one so much).

The 'big' positions are agency presidents and the senior VPs of the various departments:  creative, media, planning, account service, etc. Huge agencies are parts of holding companies, which own several ad agencies, and those holding companies have their own stable of suits, as well.


Hope that helps. Break a leg on the film!


ST