They dig for facts, read avidly, and borrow ideas. They talk to customers, suppliers and anybody who might give them clues about how to attract the target audience's attention and interest. Art directors constitute the other part of the creative team. They specify style and size of typography, and arrange all the details of the ad so that it can be reproduced by engravers and printers. A superior art director or copy chief becomes the agency's creative director and oversees all its advertising.
Account executives are liasions between clients and agencies.
They must know a great deal about marketing and its various components. They explain client plans and objectives to agency creative teams and supervise the development of the total advertising plan. Their main task is to keep the client happy with the agency. Media buyers select the best media for clients. Media representatives come to the buyer's office armed with statistics to prove that their numbers are better, their costs per thousand are less, and their medium delivers more audience than competitive media.