Advertising Account Executive

In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.

The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used. Here is how this occupation has been classified over time:

• 2006 NOC: Advertising and Promotion Consultants (1122.2) 
• 2006 NOC-S: Professional Occupations in Business Services to Management (B022) 
• 2011 NOC: Professional occupations in advertising, marketing and public relations (1123) 

Advertising account executives are the primary link between advertising agencies and their clients. Their duties and responsibilities vary depending on the agency and the type of account but, in general, they:

• familiarize themselves with client products, services, target markets, goals, competitors and preferred media
• consult with clients to establish advertising campaign objectives and budgets, and build strong relationships with clients
• communicate client objectives to digital, media and creative personnel such as art directors, copywriters and media planners 
• assist in the development of campaign strategies and research activities
• submit campaign ideas and cost estimates to clients for approval
• act as a liaison for the client, production team, creative group, research teams, social media, media, public relations and agency business personnel
• track progress, keep everyone involved informed and perform the project management tasks required to ensure that campaigns are successfully completed profitably, on time and on budget
• use market research information to evaluate and adjust campaigns.

Advertising account executives also may be expected to bring in new business for the agency.

Advertising account executives usually work in office environments. Some travel may be required.

Dealing with difficult clients, unexpected challenges and working long, irregular hours to meet deadlines can be stressful. 

Advertising account executives need the following characteristics:

• energy, self-confidence, initiative and competitive spirit
• excellent oral and written communication skills, including the ability to make presentations under pressure
• the interpersonal skills required to build and maintain professional relationships with clients, suppliers and coworkers
• imagination, creativity, flexibility and the ability to learn quickly 
• an open-minded and inquisitive attitude
• exceptional organizational skills
• the ability to pay close attention to details and see the big picture
• integrity.

They should enjoy consulting with people and analyzing client needs, and developing, implementing and evaluating advertising campaigns.

Advertising account executives are employed by advertising agencies and the advertising departments of large companies. Most agencies and head offices are located in large urban centres.

Most account executives have started their careers in junior positions and worked their way up. Advancement usually takes the form of being assigned higher profile clients and bigger campaigns. In advertising agencies, successful account executives may advance to account manager, supervisor and account director positions.

Advertising account executives are part of the larger 2011 National Occupational Classification 1122: Professional occupations in business services to management. In Alberta, 75% of people employed in this classification work in the following industries:

• Professional, Scientific and Technical Services (PDF)
• Mining and Oil and Gas Extraction (PDF)
• Public Administration (PDF) 
• Wholesale Trade (PDF) 
• Transportation and Warehousing (PDF) 

The employment outlook in this occupation will be influenced by a wide variety of factors including:

• trends and events affecting overall employment (especially in the industries listed above)
• location in Alberta
• employment turnover (work opportunities generated by people leaving existing positions)
• occupational growth (work opportunities resulting from the creation of new positions that never existed before)
• size of the occupation.

Over 14,600 Albertans are employed in the Professional occupations in business services to management occupational group. This group is expected to have a below-average annual growth of 1.6% from 2016 to 2020. As a result, 234 new positions are forecast to be created each year, in addition to job openings created by employment turnover. Note: As advertising account executives form only a part of this larger occupational group, only some of these newly created positions will be for advertising account executives.

Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.

Association of Canadian Advertisers website: www.acaweb.ca

Institute of Communication Agencies website: www.icacanada.ca

My Big Future website: www.mybigfuture.ca

For more information on career planning, education and jobs call the Alberta Supports Contact Centre toll-free at 1-877-644-9992 or 780-644-9992 in Edmonton, or visit an Alberta Supports Centre near you.