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For example, if you are applying for a position as an advertising copywriter, you have to make sure that you highlight the sections of your CV that are most relevant to researching and copywriting. Also, ensure that you can highlight any transferable skills that you can take from your past positions if you are looking for an account management job. On the other hand, an advertising account manager is expected to take on a range of jobs including budget compilations to delivering presentations to clients. So it is very important to make your capabilities very clear on the covering letter.