Account Management and the Changing Advertising Landscape

Teaching about the Evolving Agency Relationships between Project Managers, Creative and Account Service

“…Account planning positions required additional research skills, such as qualitative research, that were not being taught in advertising programs. Robbs and Lloyd (2016) identified the skills associated with jobs in account management noting that entry level positions require a much higher skill set of understanding revenue and profitability. Beachboard and Weidman (2013) identified the IMC skills required of students entering small agencies noting that these organizations need people with client centered orientations and business acumen.…”

Applying Data Analytics to Social Media Advertising: A Twitter Advertising Campaign Case Study

“…In recent years, ac-cumulated studies have shown that companies that take advantage of data analytics often thrive in competition because of the relevant and actionable information generated by the social media sites (He, Tian, Chen & Chong, 2016). Advertising account managers also indicated that their job requires a comfort with all types of data (Robbs & Lloyd, 2008) and basic analytical ability (Fullerton & Kendrick, 2013). Based on the high demand for data analytics professionals in business (Goh & Sun, 2015), social media analytics as a content subject, for instance, should be carefully explored by both advertising instructors and students.…”

Where has the research on client–agency relationships gone? The need for a deeper understanding of the future of account management

“…Interestingly, Robbs and Lloyd (2016) recently found that while account executive remains a much sought-after position in ad agencies, the reduction in training programmes aimed at developing higher level relationship development and management skills has left a void. The authors argue that academia may need to pick up some of the slack here -an effort that would clearly be helped by additional academic studies in the area.…”