Abstract
Account Executive is an important role in an advertising company. An Account Executive here is responsible for monitoring the progress of the project, making minutes of meetings in detail, minimizing internal team errors so that the project runs smoothly in order to achieve the targets and objectives of the program. This paper aims to explore the role of the Account Executive in planning to increase awareness of the Offside Jon! #PilDun2022Edition Jamilo TV is owned by Ibnu Jamilo who collaborated with Bhumi Pictures to create a YouTube program for the 2022 World Cup edition. This program was produced for one month from 20 November to 20 December 2022 using the AISAS method as its marketing communications strategy. The research was carried out qualitatively, using the participatory observation method and unstructured observation of aspects in the digital field. Even though there were several gaps in the planning of the production process, in the end this program received good enthusiasm from the audience. With the achievement of 20 episodes, it was watched more than 270 thousand times on YouTube with a total of 2 brand partnerships in 2 episodes, as well as 102.9 thousand views on Instagram and 2.64 million on Tiktok Jamilo TV. It is hoped that this article will become a useful up-to-date reference for Account Executives involved in digital media platforms, practitioners, institutions and companies in maintaining awareness of their programs in the midst of the rapid era of digitalization.
| Original language | Indonesian |
|---|---|
| Journal | Jurnal Sosial Humaniora Terapan |
| Volume | 5 |
| Issue number | 2 |
| Publication status | Published - 31 Jul 2023 |
Keywords
- Account Executive
- Awareness
- Digital Content
- Creative Production
- Production House