What does an advertising manager do?

Working within an advertising agency or directly for an advertiser, the advertising manager turns marketing objectives into tangible results. Their role encompasses the design, coordination, and monitoring of advertising campaigns. They develop tailored strategies that align with each client's needs while ensuring adherence to budget and timeline constraints.

The specifics of the job vary depending on the work environment. In a communication agency, the advertising manager typically handles multiple client accounts simultaneously, requiring strong adaptability. Within an advertiser’s company, they focus on a single brand but manage all aspects of communication, from online advertising to in-store marketing actions.

The role of an advertising manager is essential in the advertising industry because they act as the cornerstone of every successful marketing campaign. They are responsible for transforming strategic marketing goals into tangible outcomes by crafting campaigns that resonate with the target audience. Their expertise in coordinating creative teams, selecting the right media channels, and managing budgets ensures that advertising efforts are not only impactful but also cost-effective. In a world where consumers are bombarded with countless messages every day, an advertising manager's ability to make a brand’s message stand out is crucial. They must leverage a mix of traditional and digital media platforms, such as social media, search engine marketing, and display ads, to ensure that campaigns reach the right people at the right time.

Additionally, advertising managers play a vital role in analyzing campaign performance, using data to refine strategies, and ensuring that each project aligns with business objectives. Their ability to combine creativity, analytical thinking, and market insights enables them to drive brand awareness, increase consumer engagement, and ultimately, boost sales and business growth. This makes their role indispensable for any company aiming to thrive in today’s highly competitive market.

An advertising manager's responsibilities are multi-faceted. At the start of a project, they analyze the customer brief to identify objectives, constraints and opportunities. They manage the implementation of the media plan in close collaboration with the media planners, defining an optimal distribution strategy to promote products and services.

The advertising manager's role also includes supervising the creative team. He or she coordinates the various contributors: art directors, copywriters and designers. This coordination extends to the production of advertising media, whether print media, TV spots, content for social networks or online advertising.

On a day-to-day basis, the advertising manager participates in client presentation meetings, leads briefing meetings with creative teams, and supervises the production of advertising media. They also negotiate with external service providers and monitor project finances. Project management is a central part of the job, requiring excellent organization and a keen sense of priorities.

In the current context, advertising in France is rapidly moving towards digital, requiring constant monitoring of new technologies and advertising formats, as well as mastery of digital issues: specificities of different digital platforms, from paid search to influence strategies on social networks.

The responsibilities of an advertising manager revolve around several key functions:

• Campaign Planning: They analyze the client’s brief to define objectives, constraints, and opportunities.
• Media Strategy: In collaboration with media planners, they establish the optimal media strategy.
• Creative Team Supervision: They coordinate art directors, copywriters, and designers to ensure campaign coherence.
• Advertising Material Production: They oversee the creation of advertisements, whether for print media, TV spots, social media content, or online advertising.
• Client and Team Meetings: They present strategies to clients, lead briefings with creative teams, and supervise advertising production.
• Budget and Negotiation Management: They negotiate with external service providers and track financial aspects of campaigns.

Given the rapid digitalization of advertising, staying updated on new technologies and digital formats is essential. Mastering digital advertising strategies, from paid search to influencer marketing, is a key asset.

To succeed in this profession, a number of technical skills and personal qualities are essential, starting with a thorough mastery of communications techniques.

The advertising manager must also have solid expertise in digital and traditional marketing. To be able to measure the impact of the campaigns they orchestrate, this professional must also be able to rely on analysis and performance measurement tools. Last but not least, budget management skills are essential for successful projects, which are steered by dedicated management software.

At a personal level, an advertising manager the following personal qualities:

• Leadership : Ability to unite teams around a common vision
• Creativity & Innovation : Essential for crafting compelling campaigns
• Excellent Interpersonal Skills : Critical for client relations and teamwork
• Analytical & Strategic Thinking : Necessary for optimizing campaign effectiveness
• Adaptability & Responsiveness : To manage unforeseen challenges in fast-paced environments

The professional world of advertising values training at bac+3 to bac+5 levels. The Global BBA from emlyon is particularly well-suited to students planning to work in this field.

Combining the fundamentals of management with a specialization in marketing and communications, it meets many of the prerequisites needed to train future advertising managers. The program prepares students effectively for the demands of the advertising industry, thanks to a teaching approach that favors a practical approach and numerous partnerships with the professional world.

The emlyon BBA takes 4 years to complete. It combines core courses, group work and internships. The program enables students to gain initial professional experience while continuing their studies. Internships in advertising agencies or with advertisers are effective springboards to employment.

In an increasingly globalized world, the emlyon BBA stands out for its international outlook, with an English-speaking curriculum available from the first year onwards, and the opportunity to multiply international experiences with access to the school's international campuses, internships abroad and exchanges with partner universities.

The average salary for an advertising manager varies significantly according to experience, type of employer and location.

An entry-level advertising manager can expect a gross annual salary of between 28,000 and 35,000 euros. After a few years' experience, this professional's salary rises to between 45,000 and 60,000 euros per year. At a senior level, experienced account managers can achieve salaries in excess of 70,000 euros per annum.

Remuneration can be supplemented by target-based bonuses, particularly in larger agencies. Freelance professionals can set their own rates, varying according to their expertise and customer portfolio.

In the dynamic advertising sector, there are many prospects for career advancement. An advertising manager can aim for positions as group manager or account director. Specialization in strategic planning is also an attractive career option, as is setting up a communications agency.

International mobility is a significant opportunity, particularly in large advertising groups. The expertise acquired can also be put to good use in marketing or communications positions with advertisers. Some professionals choose to specialize in brand strategy consulting or digital marketing.

The world of advertising offers many gateways to related professions. The skills and experience acquired in advertising can also lead to positions as communications consultant, then communications director, digital marketing consultant or digital project manager. The versatility developed in this profession can lead to positions in marketing management or communications consulting.

Advertising strategy is at the heart of corporate communications, making the advertising manager a key player in business development. The profession of advertising manager is constantly evolving. To keep pace with these changes, this demanding profession requires not only solid training, but also the ability to constantly adapt. It offers attractive career prospects to candidates combining strategic vision and creativity.

An advertising manager plays a pivotal role in transforming marketing objectives into impactful campaigns that resonate with target audiences. They oversee the entire advertising process, from crafting promotional content and optimizing media strategies to managing budgets and analyzing performance. Working either in an agency or within a company’s marketing department, they coordinate creative teams, negotiate contracts, and ensure that campaigns are both effective and cost-efficient. This role is essential in driving brand awareness, consumer engagement, and ultimately, business growth. Advertising managers must stay updated on digital trends and possess strong leadership, creativity, analytical thinking, and adaptability to succeed in this fast-paced, dynamic industry. The BBA program at emlyon business school provides a comprehensive foundation in management, marketing, and communications, equipping students with the essential skills and practical experience needed to excel in the advertising industry.