Whilst the advertising industry has seen tremendous growth in the last few years, large advertisers are beginning to prioritise their investment in marketing and advertising, rather than sales. According to Emarketer, the advertising industry was predicted to grow by 16.8% by the end of 2021 to £19.23 billion. 

However, as a result of the pandemic, which has lasted for two years, companies and agencies are aware that consumer spending has been limited. Although the economy is showing small signs of recovery, agencies are spending their time creating stronger brands for clients, and less on sales due to the lack of spending by consumers. 

The main role of an Account Manager, also known as an Account Handler, is to coordinate advertising campaigns, communicating clearly to all those involved. Account Managers are vital around agency structures as they play the “middle man” between the business and their client. The ability to understand the client’s needs is very important, a soft skill that you'll learn through liaising closely with them throughout campaigns, often daily. Additionally, an Account Manager, is to manage administrative and campaign work to make sure that advertising projects are completed on time and on budget. 

The pandemic has caused problems in agencies filling in the Account Manager position, as experienced candidates are promoted to Director levels. It is important that these positions continue to be filled, or companies will face the difficulty of ensuring advertising solutions go hand-in-hand with their client’s needs and expectations. 

An Account Manager role provides opportunities to utilise soft skills to the fullest, as communication with team members and potential clients; whilst being capable to managing many projects at once. The ability to problem-solve, lead and liaise successfully with clients is equally as important. The tech skills that will be very much in demand for the foreseeable future include: 
 

• Google Analytics 
• Google Ads Manager 
• Google Data Studio 
• Facebook Ad Manager 

The advertising field is rapidly growing, and Account Managers will continue to be sought after.