Advertising and promotions workforce are usually small with the exception of those employed by large organizations. For a small firm, they function as liaison between the firm and the advertising agency contracted to do the promotional work. In larger firms, advertising managers direct in-house account executives, creative services, and media services departments. The account executive in turn manages the account services department, evaluates the need for advertising and, handles client accounts. The creative services department works on the concept and implements them. The media director is responsible for deciding on the selection of the advertising media to be used – radio, television, print, or the web.