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

Blakeman, R; Taylor, M

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

Blakeman, R Taylor, M

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Publisher:: SAGE Publications
Publication Type:: Journal Article
Citation:: Journal of Advertising Education, 2022, 26, (1), pp. 19-34
Issue Date:: 2022-05-01

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Field	Value	Language
dc.contributor.author	Blakeman, R
dc.contributor.author	Taylor, M https://orcid.org/0000-0002-9420-3591
dc.date.accessioned	2022-12-19T20:34:44Z
dc.date.available	2022-12-19T20:34:44Z
dc.date.issued	2022-05-01
dc.identifier.citation	Journal of Advertising Education, 2022, 26, (1), pp. 19-34
dc.identifier.issn	1098-0482
dc.identifier.issn	2516-1873
dc.identifier.uri	http://hdl.handle.net/10453/164479
dc.description.abstract	Students in advertising have always been taught about the big four positions of research, media, account management, and creative. However, other positions should be considered as the field evolves. To better understand evolving agency relationships with creative and account service teams, we interviewed 16 advertising professionals about a fifth career option, project management. This article outlines the tasks, knowledge bases, and roles of project managers based on the industry literature and interviews. We offer advertising educators insights into how to discuss the expanded role of project management as a viable option for students’ long-term careers in advertising.
dc.language	en
dc.publisher	SAGE Publications
dc.relation.ispartof	Journal of Advertising Education
dc.relation.isbasedon	10.1177/10980482211072295
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1302 Curriculum and Pedagogy, 1303 Specialist Studies in Education, 1505 Marketing
dc.title	Teaching about the Evolving Agency Relationships between Project Managers, Creative and Account Service
dc.type	Journal Article
utslib.citation.volume	26
utslib.for	1302 Curriculum and Pedagogy
utslib.for	1303 Specialist Studies in Education
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/Public Communication Program
utslib.copyright.status	closed_access	*
dc.date.updated	2022-12-19T20:34:42Z
pubs.issue	1
pubs.publication-status	Published
pubs.volume	26
utslib.citation.issue	1

Abstract:

Students in advertising have always been taught about the big four positions of research, media, account management, and creative. However, other positions should be considered as the field evolves. To better understand evolving agency relationships with creative and account service teams, we interviewed 16 advertising professionals about a fifth career option, project management. This article outlines the tasks, knowledge bases, and roles of project managers based on the industry literature and interviews. We offer advertising educators insights into how to discuss the expanded role of project management as a viable option for students’ long-term careers in advertising.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/164479