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.
Media buyers select the best media for clients.
Media representatives come to three 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. Media buyers have to evaluate these claims. They must also bargain with the broadcast media for best rates and make deals with the print media for good ad positions. Large ad agencies have active marketing research departments that provide market information needed to develop new ad campaigns and assess current campaigns. People interested in marketing research should consider jobs with ad agencies.