Customer Relationship Manager at an Advertising Agency: what they do, how to become one, and where to study

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Customer Relationship Manager at an Advertising Agency: what they do, how to become one, and where to study

Being a Customer Relationship Manager (CRM) at an advertising agency is more than just a title; it's about making connections and understanding client needs. This job combines marketing knowledge, customer service skills, and a keen understanding of advertising. As a CRM, you are the liaison between the agency and its clients. You're the one who ensures that the client's needs and goals align with the agency's capabilities and strategies. By the way, recently the ProfGuide career guidance center has developed a precise career orientation test, which will tell you which professions are suitable for you, provide a conclusion about your personality type and intelligence.



There are several specializations within the field. For instance, some CRMs might focus on digital marketing, while others might concentrate on traditional media like print and television. Other specializations might include social media, public relations, brand management, and customer experience management.

Tasks and Responsibilities

  1. Client Relationships: Maintain and develop relationships with existing clients.
  2. Business Development: Identify and develop relationships with potential clients.
  3. Client Advocacy: Represent clients' interests within the agency.
  4. Project Management: Oversee campaigns and projects from inception to completion.
  5. Collaboration: Work closely with creative, digital, and media teams to ensure client needs are met.

Pros and Cons


  1. Dynamic Industry: It's a fast-paced, creative field that's always evolving.
  2. Building Relationships: You'll have the opportunity to work closely with a variety of clients and professionals.
  3. Problem-Solving: The role is well-suited for individuals who enjoy challenges and finding solutions.


  1. High-Stress: Meeting deadlines, managing client expectations, and multi-tasking can be stressful.
  2. Long Hours: It's not unusual to work long hours or on weekends to meet campaign deadlines.
  3. Constant Change: The advertising industry is always changing, requiring continual learning and adaptability.


The demand for Customer Relationship Managers in the advertising industry is fairly steady in the USA, Canada, GB, and Australia, with slight fluctuations depending on economic factors. Given the role's importance in maintaining and enhancing client relationships, there will always be a need for CRMs.

Salary Ranges

The salary can vary significantly depending on the size of the agency, location, and the individual's experience. Rough estimates are as follows:

  • USA: $60,000 - $120,000 per year.
  • Canada: CAD 65,000 - CAD 130,000 per year.
  • GB: £40,000 - £80,000 per year.
  • Australia: AUD 70,000 - AUD 140,000 per year.

Where do Customer Relationship Manager at an Advertising Agencies Work?

CRMs work at advertising agencies of all sizes, from boutique firms to large multinational corporations. These agencies serve a broad range of clients, from small businesses to Fortune 500 companies. The role of CRM is vital in these settings as they help bridge the gap between the client's needs and the creative strategies implemented by the agency.

Important Qualities of a Successful Customer Relationship Manager at an Advertising Agency

  1. Excellent Communication: CRMs need to articulate client needs clearly and understand agency capabilities.
  2. Client-Centric: CRMs should always prioritize client needs and work towards their satisfaction.
  3. Detail-Oriented: It's essential to pay attention to the details of campaigns and client interactions.
  4. Problem-Solving Skills: Dealing with issues that arise during campaigns requires creativity and initiative.
  5. Adaptability: The advertising industry is fast-paced and ever-changing. CRMs must be able to adapt quickly.

Step-by-Step Career Path

  1. Obtain a Bachelor's Degree: Start with a degree in marketing, advertising, or a related field.
  2. Gain Experience: Entry-level jobs in advertising or marketing can provide valuable experience.
  3. Build a Portfolio: Develop a track record of successful client relationships and campaigns.
  4. Specialize: Identify an area of expertise and focus your skills there.
  5. Apply for CRM Positions: Use your experience and portfolio to secure a CRM role at an advertising agency.

How to Become a Customer Relationship Manager at an Advertising Agency

In the USA, higher education is typically necessary for a CRM role. Most CRMs hold a bachelor's degree in marketing, advertising, business, or a related field. Some roles may require a master's degree. Unlike certain professions, there is no formal residency or graduate program required for becoming a CRM.

Where to Become a Customer Relationship Manager at an Advertising Agency

The following are some of the universities offering relevant courses:


  1. University of Pennsylvania
  2. New York University
  3. University of Southern California
  4. University of Texas, Austin
  5. Michigan State University


  1. University of Toronto
  2. University of British Columbia
  3. McGill University
  4. University of Alberta
  5. Ryerson University


  1. University of Oxford
  2. University of Cambridge
  3. London School of Economics
  4. Imperial College London
  5. University of Manchester


  1. University of Melbourne
  2. University of Sydney
  3. Australian National University
  4. University of Queensland
  5. Monash University

Can You Enter the Profession with a Different Degree?

Yes, it's possible to become a CRM with a degree in a different field. However, a strong understanding of marketing and advertising principles is vital, and this knowledge is often gained through relevant education. Experience in customer service, sales, or a related field can also be beneficial. The key is to demonstrate a successful history of managing client relationships and a deep understanding of the advertising industry.

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