Expert: Lawrence W. Saunders - 2/18/2002

Question
I'm doing a project for my business class at Osbourn High School.  We are required to have an interview with someone in a career we could possibly pursue in the future.  I chose to study account executives (or any managing career) in the advertising field.  If you could possibly find someone with that occupation to answer the following questions(like yourself?), or if you could provide a web site where I could find the information, I would really, really appreciate it.

1)  Why did you choose this career?

2)  What are the main duties of job?

3)  What special training or experience did you
   need for this job?

4)  Is there a lot of stress involved in your  
   occupation or working conditions?

5)  What is the salary for entry-level and more
   advanced positions in the field?

6)  How did you find your job?

7)  What character traits are required to be   
   successful in this field?

8)  What do you like least/most about your job?

9)  What potential and downside do you see for
   field in the future(has the work changed
   recently due to technology, marketplace,
   competition, or the Sept. 11 events)?

10) Do you have any tips for someone wishing to
   pursue your career?

Thank you so much! ;)


Answer
Laura,
I have been asked this question so many times that I though I would give you a copy of two of my previous answers. They will answer all of you questions and give you a lot of additional information for your school project.

1. I think "burn-out" is slightly more prevalent in advertising because it is a career that is constantly changing (new clients, new markets, new strategies). This makes it great for young people because they love the change and the challenge. Eventually that challenge becomes a burden. Most people want to eventually settle into a routine that is comfortable. Advertising doesn't allow that to happen.

2. Advertising is a very intense job. It takes all of your time when you are planning and launching a new campaign. But, when you're done it's like any other job. In fact, you often have a lot of free time. The times you are busy are insane though.

3. You need a degree in marketing and advertising (preferably an MBA) to go far in account management (the client contact that manages the process of getting the advertising developed and aired). If you are more interested in the creative side (art director or copywriter) you will need to study art, design and creative writing, as well as, marketing strategy. If you want to become an account planner (this position does consumer studies and research to guide clients and creatives in the right marketing direction) you'll need a statistics, research and marketing background. All require college degrees of at least a BA.

4. You need to be entrepreneurial for a career in advertising, because you will be almost totally responsible for your client's success. You will also find yourself moving from agency to agency because the agency has lost a client or you need to leverage your experience with another agency for more money.

5. Marketing well change in response to market conditions and trends. It will not go away as a profession. Advertising will also change to accommodate the market changes and trends, but will always be needed.

6. There a lot of people wanting the good advertising jobs that are available. But if you're good and smart you can get in.

7. Most fulfilling is when the intense work you put in accomplishes the objectives of the client. You also get to see the fruits your work shown on TV or in print.

8. The thing I dislike most is the tendency for the industry to stereotype you based on the kind of clients you have experience working with.

9. My favorite perk is the freedom you have. When your work is done you're done.

10. There is less job security in advertising than any other professional field. If you want security get a job in the Marketing Department of a company. That will make you the client who works with the ad agency. These jobs tend to be more stable.

1. I work 9 to 5 mostly. But hours are flexible depending on your work. We often work 9 to 9 to finish a project.

2. I make $175,000 as a senior account manager. Salaries start at $30,000, up to $700,000 for managing partners.

3. The good points are that this is a creative job and you get to develop strategy and creative that best sells your client's product.

4. The low points are that advertising jobs are not as stable as corporate-side marketing jobs, and that you often have to move and change agencies to improve your earning and title status.

5. I work with automobile manufacturers and retail businesses on their advertising strategies. Agencies are hired by all types of companies to help them develop advertising ads and marketing strategy.

6. I work for Marketing Power Group, a freelance marketing consulting company.  I have worked at large agencies like Bates-USA, TBWA Chiat/Day, Ketchum Advertising and others.

7. Travel depends on your clients. My automobile clients have me travel to meetings at their headquarters, meetings with their dealers, and conventions. Other clients with headquarters in New York require little travel, but a lot of out-of-office visits.

8. The most advertising jobs are in New York City. Chicago, Los Angeles, and San Francisco are also big advertising communities. The best advertising jobs are with agencies that have great clients and that treat their people well.

Laura, I hope this helps you understand the advertising agency account management position better. Good luck with your school project.
-LS