10 Tips for getting more from your Advertising Account Executive

  1. Treat your Account Executive (AE) as part of your marketing team who works from another office. (so share everything including if the campaign worked or flopped)
  2. Don’t hassle over the shade of green used in the headline.  Fuss plenty over fidelity to your brand positioning
  3. Start from the position of wanting to like what your AE presents.  Start from what’s good
  4. Encourage dissent.  Cloning yourself is sub-optimal
  5. Don’t play artist.  Neither you nor your AE is an artist.  Let the artist be your graphic expert on your team
  6. Give written briefs.  It does not have to be a bible.  One page double spaced would do
  7. Give your AE genuine recognition and also let them know when they fall short
  8. Let your AE know when you know.  Not 2 days before the launch
  9. Be nice.  Your AE is likely to reciprocate
  10. Coach your AE and learn from them.  Remember, they are a part of your team
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