Embody agency systems
Interning at a marketing agency made me aware of systems that could improve the way that I work with clients. The experience has made me aware that if I were to start up a creative business, I have to play the roles that my colleagues currently fill.
Let’s become aware of the spaces that exist in a stable, well rounded agency.
Account managers
manage client and designer emotions
set milestones
define scope
discuss budget, packages, and payment periods
conduct discovery meetings
hold periodic check in meetings
develop SOPs
prepare for meetings
develop marketing and execution strategies
assign tasks to designers
hold knowledge on agency’s abilities
handle several deliverables and projects
Financial analysts
recommend investments
cross-reference current and past financial data
implement economic and market trends
evaluate the company’s value
regroup with lead committees for direction and execution
report on management team’s direction and budget use
provide reports and synthesis of information
Creative directors
guide visual representation and execution of a concept
direct graphic designers in execution of client ideas
create brand presentations and standards guides
implement photography and other visuals into visual identity
ensure consistency
expose designers to relevant resources
hold periodic checkpoint meetings
provide a space for creative consultation
hold market and social expertise
present final deliverables to clients for critique and approval
Project Managers
manage client and designer emotions
set milestones
define scope
discuss budget, packages, and payment periods
conduct discovery meetings
hold periodic check in meetings
develop SOPs
prepare for meetings
develop marketing and execution strategies
assign tasks to designers
knowledge on agency’s abilities
Social media directors
establish and present a brand’s reputation
plan out visual execution of a brand’s visual identity
understand current trends
adapt trends to fit a brand’s voice
ensure content reflects client’s goals
be a client advocate
schedule content
understand the account’s audience
direct social media managers
analyze differing algorithms
Sales business directors
Understand budgets and project scope
be both an agency and client advocate
analyze sales reports
forecast profits from projected sales
manage customer satisfaction
cold call leads
explain promotional options/packages to leads
pitch presentations to potential clients
present samples or portfolios of previous work
have an understanding of relevant paperwork and contracts
Strategists
analyze reports and market trends
propose creative directions
measure effectiveness of previous campaigns
explore and pitch areas of growth
monitor areas of underperformance
Public relations specialists
monitor the agency’s public image
create written statements
reach out to clients for testimonials
reflect the brand voice in statements
give speeches and conduct interviews
Social media managers
build out and execute content calendars
understand current trends
adapt trends to fit a brand’s voice
write captions
curate bios and profiles
schedule content
work with monitoring team and public relations
understand the account’s audience
be experts in various social channels
Graphic designers
develop visuals based on a client concept
align design decisions with brand standards
implement brand voice into content
consider readability and accessibility
understand a client’s goals
understand the audience
work within scope of projects
use industry standard illustration, layout, and editing software
deliver a message through visual storytelling
implement an understanding of UX/UI
have knowledge of colors, typefaces, and hierarchy
present concepts driven in strategy
ideate options and refine work
build out brand suites from logo development
proof content
coordinate printing and publication
Monitoring team
work with public relations specialists for direction
coordinate with creative and social media directors
respond to reviews
write in the brand voice
manage client emotions
respond appropriately to feedback
apply knowledge of social media and search engine platforms
Reporting team
learn industry standard reporting tools
work with strategists
measure effectiveness of campaigns and initiatives
report data to the agency and clients
Marketing coordinator
manage creatives on a project to project basis
apply the brand’s strategy to decisions being made
manage budget spend
execute campaigns and collateral
manage contracts
hold team meetings
*Information sourced from personal experiences and networking at AR Marketing (Findlay, OH) and backed by The U.S. Bureau of Labor Statistics.
“Financial Analysts.” U.S. Bureau of Labor Statistics, U.S. Bureau of Labor Statistics, 28 Aug. 2025, www.bls.gov/ooh/business-and-financial/financial-analysts.htm#tab-2.