The Account Services Department of an Advertising Agency
Inside an Ad Agency: What Does Account Services Do?
One of the largest departments in any advertising agency is account services. Once referred to as the "suits" (because they were always way more formally-dressed than any other department), account services brings together the client and the creative department.
The main job of the account services department is to keep work flowing into the agency, by establishing good relationships with clients, and constantly overseeing the work being done by the creative department.
Account services will meet with clients, take requests for work, and write briefs. They will also act as the go-between, presenting work, and bringing feedback from the client.
When a client relationship begins to go sour, for whatever reason, the members of the account services department will know about it before anyone else. It is their job to be proactive and maintain a good working relationship, because without clients...there is no ad agency.
Key Positions in Account Services
Let's take a look at the major roles of the account services department. These are the key positions, many departments will have additional roles within these, including junior and senior positions. In smaller shops, there may only be a few people to do the work of many.
The entry-level job in the account services department, the account coordinator is a learning role for a graduate or someone new to this side of the business.
Although a lot of time will be spent on the administration side of the account, this is a stepping stone to the many duties of an Account Executive.
This Account Executive (AE) plays a major role in any advertising agency. Typically, an AE is assigned to just a few (or sometimes only one) of the many accounts on the agency's client roster.
This is because the AE needs to have an intimate understanding of their client's core business, and also ensures that a strong working relationship is established between the client and the AE. The AE will usually take assignments from the client, working with them to create a creative brief for the creative department. The AE will also handle budgets, pitches, timing of jobs (in conjunction with traffic) and the day to day running of the account. The AE will report to the Account Manager, or sometimes to the Account
Often integrated with the account services department, the account planner's role is quite different than that of the other members of the team. A good account planner will be a strategic, critical thinker and researcher who is more in tune with the consumer than the client. In short, the account manager knows what the client wants (or needs) and the account planner knows what the consumer wants. The account planner will often drive the strategic direction of each campaign, and ensure the creative work is both on brand and strategically focused. The account planner is a key role, but many shops place the burdens of account planning on the account manager or director.
Larger agencies will have an entire department dedicated to account planning.
A more senior role, the account manager will be the main point of contact on one or two specific accounts. While they may not oversee the day-to-day running of the account, they are responsible for managing that account and maintaining an excellent client relationship. The account manager will establish budgets with the client, be there for conflict resolutions, ensure timely deliverables, write creative briefs and approve payments to and from the client.
The account manager will also be in charge of contracts and contract renewals, quality control on the account, and actively pursue new opportunities with the client. The more opportunities, the more work (and money) for the agency. Above all, the account manager will know more about the account(s) he or she is assigned to than anyone else in the agency.
They are the go-to person on that brand. The account manager will report directly to either an account director or agency director, providing input on all account activity.
The account director steers the account services ship in the same way a creative director steers the creative department. Account directors know their own company's structure and workings inside and out, and also have exceptional business skills and salesmanship. Most agencies will have an account director pitch new work alongside the creative director. One provides insight into the creative work, the other gets the client to understand why it's good for their business. A truly excellent account director will also be a very strategic and disciplined thinker, providing excellent creative briefs when necessary, and assisting in the overall direction and execution of each campaign.