The client calls on Tuesday. Sales of the new flavour are slower than expected and they want the advert to launch two weeks earlier. The account director takes the call, works out what that means with the producer and the creatives, and calls back that afternoon with options and their cost. The account director is the client's main contact at the agency.
What an account director does
An advertising agency works for brands, its clients. The account director owns the relationship with one or more of those clients. They understand the client's business, its products and its marketing plans. When the client needs a campaign, the account director turns the client's request into a creative brief, a short document that tells the copywriter and art director what the advert needs to do and for whom.
They then manage the process from the agency side. They set up meetings, present ideas together with the creative director, collect feedback, and make sure everyone agrees on the next step. When the work moves into production, they stay the client's contact while the agency producer handles the production company.
Responsibilities
- Build and keep the relationship with the client brand
- Write the creative brief with the agency strategist and creatives
- Present ideas, scripts and finished work to the client
- Collect and pass on client feedback clearly
- Manage timelines and agency fees for the account
- Approve agency estimates and keep track of client sign-offs
- Spot new opportunities to grow the account
How the role touches the budget
The account director manages the agency's own fees and makes sure the client has approved every estimate before work starts. For the production itself, they agree the overall budget with the brand manager and leave the detailed bid and cost control to the agency producer. When the client changes direction late, the account director is the one who explains to them what it will cost.
How people become account directors
The usual route is a junior role in client services, such as account executive, then account manager, then account director. Some come from marketing jobs on the client side. Good organisation and the ability to deliver bad news calmly matter more than any specific qualification.
In commercials
A commercial brings together three parties. The brand pays, the agency has the idea, and a production company makes the film for a fixed price. The account director keeps the brand and the agency aligned, while the agency producer keeps the agency and the production company aligned. Read more on how a film is made.