Most commonly reported Work Activities

•   Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
•   Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
•   Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
•   Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
•   Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
•   Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
•   Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
•   Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
•   Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.
•   Selling or Influencing Others Convincing others to buy merchandise/goods or to otherwise change their minds or actions.

Working Life

The Account Executive is the link between client and agency.

He/she briefs the agency personnel on the client's requirements and co-ordinates the efforts of the entire agency staff; presents proposals to the client and supervises the launching and progress of the advertising campaign.

They work as part of a close team, are responsible for budgets and the legal requirements for advertisements:

• Creating a portfolio of client accounts and monitoring the ongoing activities related to them.
• Managing, reviewing progress and delivering the client’s advertisement projects.
• Conducting meetings with the clients as well as informing them about the current work status of their projects.
• Establishing relationships with new clients and maintaining and nurturing business relationships with existing clients.
• Identifying accounts whose revenue may be shrinking so as to address any ‘at risk’ customers and reach out to these accounts to ensure they are retained.
• Monitoring work performance of colleagues and setting sales targets.
• Recruiting and training new account executives.

Most commonly reported Work Tasks

• Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
• Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications.
• Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
• Coordinate with the media to disseminate advertising.
• Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
• Plan and execute advertising policies and strategies for organisations.
• Direct, motivate, and monitor the mobilisation of a campaign team to advance campaign goals.
• Prepare budgets and submit estimates for program costs as part of campaign plan development.
• Contact organisations to explain services and facilities offered.
• Monitor and analyse sales promotion results to determine cost effectiveness of promotion campaigns.

Further Information

• Advertising Account Executive- from: N.C.S. [UK]
• Advertising account manager- from: GradIreland
• Advertising Account Planner- from: N.C.S. [UK]

This occupation is typically suited for people with the following Career Interests:

 Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

 Creative

Creative people are drawn to careers and activities that enable them to take responsibility for the design, layout or sensory impact of something (visual, auditory etc). They may be atrracted to the traditional artistic pursuits such as painting, sculpture, singing, or music. Or they may show more interest in design activities, such as architecture, animation, or craft areas, such as pottery and ceramics.

Creative people use their personal understanding of people and the world they live in to guide their work. Creative people like to work in unstructured workplaces, enjoy taking risks and prefer a minimum of routine.

 Linguistic

The Linguistic's interests are usually focused on ideas and information exchange. They tend to like reading a lot, and enjoy discussion about what has been said. Some will want to write about their own ideas and may follow a path towards journalism, story writing or editing. Others will develop skills in other languages, perhaps finding work as a translator or interpreter. Most Linguistic types will enjoy the opportunity to teach or instruct people in a topic they are interested in.

For most advertising executives, graduates degrees in marketing, media and economics are all suitable starting points. Others move into the position from other jobs in advertising such as copywriters or salespeople. Courses and post-graduate courses in advertising are available. Candidates should check individual prospectuses for entry requirements.

Sample Education and Training Pathways
A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research. 

Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.

Example search terms include: business admin, customer service, sales associate, project, supervisory management, digital marketing.

Search for FET Courses

PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.

Example search terms include: business, sales, marketing, commerce, social media, public relations, management, marketing, journalism, digital media, digital marketing.

Search for PLC Courses

Apprenticeships: 
Apprenticeships are structured work-based training programs that combine on-the-job training with classroom instruction. They run from 2 – 4 years and are open to individuals of all ages, including school leavers, those seeking a career change, and existing employees who wish to upskill.

Examples: Sales, Auctioneering, Recruitment.

Search for Apprenticeships

Higher Education CAO (Undergraduate) 
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.

Example search terms include: business, commerce, marketing, advertising, digital, media, public relations, event management with public relations, social media, economics.

Search for CAO Courses

Higher Education (Postgraduate)
Postgraduate courses are courses at Levels 9 and 10 on the NFQ and usually last 1 – 2 years full time, or longer if a PhD or part time. Entrants typically require an undergraduate award (Level 8).

Example search terms include: sales, business, marketing, journalism, public relations, strategic communications, new media.

Search for Postgraduate Courses

Salary Range (thousands per year)* €40k - €85k

Salaries vary based on employer, location, experience, duties, and role.

Data Source(s):
Clark/ Sigmar/ Morgan McKinley/ Prosperity/ Lincoln/ Excel/ Osborne

Last Updated: March, 2024

Note: The following information relates to occupations that include: Buyers and procurement officers; Marketing associate professionals; Estate agents and auctioneers; Conference and exhibition managers; and organisers Property, housing and estate managers.

This information has been derived from the Solas National Skills Bulletin (2023).

Despite a strong employment growth rate for this occupation, employment levels fell between 2021 and 2022. Employment is spread across a number of roles including marketing associate professionals, buyers & procurement officers, conference/expo managers and estate agents. Employment permits issued in 2022 were primarily for roles in the ICT sector such as digital marketing and accounts managers with language skills required for some.

The Recruitment Agency Survey highlighted issues in sourcing candidates for procurement roles. The number of job adverts for this role grew in 2022, driven by increases for buyers/procurement officers and conference organisers etc. In addition, procurement/tendering documentation skills were not confined to this occupation, but were also in demand outside of sales roles, albeit in small numbers.

• Institute of Advertising Practitioners in Ireland

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