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 translate copywriters ideas into dramatic visuals called layouts. 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 liaisons 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. Because account work involves many personal relationships, account executives are usually personable, diplomatic, and sincere. Media buyers select the best media for clients.