IMPLEMENTATION OF REACH COMMUNICATION PRINCIPLES IN THE INTERACTION OF DIGITAL MARKETING AGENCY ACCOUNT EXECUTIVES WITH CLIENTS

Abstract

Entering the digital era makes everyone obliged to keep abreast of existing developments, including entrepreneurs or existing companies, of course every company is competing to switch and compete in a new world, namely the digital world. This phenomenon provides great opportunities for entrepreneurs in advertising, causing competition in the advertising business line to become very tight. Therefore, every advertising agency must have a professional marketing division, one of which is an account executive, which is the spearhead for the success of an advertising agency. Advertising is very dependent on the client it has. So account executives must have good and practical communication skills and methods to attract, convince, and maintain good relations with clients. And to assist in the implementation of effective communication can be achieved with the five principles of effective communication namely REACH (Respect, Empathy, Audible, Clarity, Humble). Based on this, the author is very interested in discussing it further and in more depth regarding the implementation of effective communication of the REACH communication principles between account executives and clients.