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thinkLA Ad U: account management FEBRUARY 21, 2017 THE ART OF ACCOUNT MANAGEMENT
thinkLA Ad U:account management
FEBRUARY 21, 2017
THE ART OF ACCOUNT MANAGEMENT
WELCOME…to the industry!
so what’s the plan?
• Who are we and how we got here• Be the Best YOU in your Job• A day in the life of an Account Director• Q&A
who are we
we’re legit…Lisa TannerVP, Group Account Director RPA
Kelly CarrollAccount Director, Mullen LA
a little more about lisa…
I LUCKED INTO THE AD WORLD & AND ACCOUNT MANAGEMENT
advertising found me
a little more about kelly…
I LOVED CARS
&AND ACCOUNT MANAGEMENT
i’ve found an interesting niche
What does it take to be successful?
ü Be Proactiveü Always be preparedü Ask a lot of questions*ü Become the go-to personü Prioritize your tasksü Have a can-do attitudeü Be a team-playerü Clearly Communicateü Be clear on timing/deadlinesü Always Follow-upü Think about possible challenges; think through the possible solutionsü Keep yourself and the team organized and informedü Have a plan. And a back-up plan. And a back-up back-up plan.ü Keep a checklist...and always carry a notebook.ü Be polite. And Smile.ü Learn something new each day!
*Only use this if you actually have questions, don’t make up questions to look good. That’s lame. And annoying.
The key qualities
From good to great10 ways to get extra attention
Who are my Peers?
Having goals is key
a mentor is a must
• Helps you stay motivated and focused
• Safe place to ask questions and get sound advice
• Your own personal cheerleader
• Expand your contacts and network
• It’s free
you trust the person who says that, because…
(1) they didn’t make up an answer(2) they were willing to admit they didn’t know(3) they’ve showed initiative even before doing anything(4) they’ve taken responsibility for finding the answer(5) they now look like a good future resource
“I don’t know but I’ll find out”
It doesn’t work. Period.
Harvest what you learn
Learn FROM your mistakes and how to apply those learning moving forward...not by continuing to make mistakes.
never forgetthe business
Plus you’ll look smart andyour client will love you.
IT’S THE RAISON D’ÊTRE
manage your energy
Workers today are exhausted, emotionally depleted, unfocused, and lacking purpose
– The Energy Project
WE ARE IN AN ENERGY CRISIS
59%don’t regularly get at
least 7-8 hours of sleep and / or often wake up
feeling tired
69%have difficulty focusingon one thing at a time,
and are easily distracted during the day
70%of workers are disengaged,
or actively disengaged
have a life
IT MATTERS... BUT ITS NOT ALL THAT MATTERS
What do we do and why do we love it
On any given day• Fire Marshall• Policeman• Babysitter• Therapist• Short-order cook• Cocktail Waitress• Human punching
bag YOUR ACCOUNT DIRECTOR IS BUSY
• Bank Teller• Copy Machine
Technician• Mind-reader• Press Secretary• Barista• Psychic
Specifically…• I’m responsible to help the team when something goes wrong• I’m the one who has to tell people “no”• I listen to my team and their frustrations• I answer questions…a lot of questions• I talk to the client and provide direction• I look into the future (well, I try)• I take client coffee orders in the day and drinks orders in the night• I interview people• I talk to lawyers…all the time!• I build relationshsips with partner agencies
Specifically…• I prepare thinkLA decks• I order lunch in for the
team…sometimes dinner too• I tell people how much money they
can spend• I entertain clients• I answer SO MANY EMAILS• I watch you and evaluate you and give
direction to your boss on how to help you grow
The project starting line
Off to the races• Know your client and the company.• Understand the industry and market conditions.• Learn the real issues and business objectives.• Define what success is.• Agree to a strategy, budget and timeline with client.• Strive for clear, concise briefs.• Be engaged in the agency creative kick-off so you are seen as a
resource to the teams.• Make sure all agency players are on the same page.
Aiming for the home stretch• Talk to and collaborate with all agency departments.• Provide solutions, not problems.• Pay attention to the details, even the smallest ones.• Keep the flow of communication going between agency and
client, both early and often.• Write recaps or call reports to document client feedback.• Do everything possible to get the best work out of the agency –
“the work is our product”.• Keep a watchful eye on budget. And timelines!
Crossing the finish line• Be well-prepared for every client presentation.• Lead meetings like a good book, with a well-defined beginning,
middle and end.• Present and rally for the work as a united agency front.• Know what to fight for and when to back off.• Anticipate the client’s questions and be prepared with answers.• Sweep for budgetary landmines.• Follow-up, follow-up, follow-up.• Post-mortem to learn what to do (or not to do) the next time.
invest in yourself.seriously.
are friday nights and mondaymornings the same?
Educate Yourself!WITH SOME BOOKS:
Built to Last & Good to Great (Jim Collins)Made to Stick (Chip and Dan Heath)Hey Whipple, Squeeze This (Luke Sullivan)The Lean Startup (Eric Ries)Power (Jeffrey Pfifer)Ogilvy on Advertising (David Ogilvy)Collaborate or Perish (William Bratton & Zachary Tumin)Drive & A Whole New Mind (Daniel Pink)Blue Ocean Strategy (W. Chan Kim)Why We Buy (Paco Underhill)The Tipping Point & David and Goliath (Malcolm Gladwell)
AND SOME NOT BOOKS:
Top 10 TED TALKS (or all of them)http://www.onlinemba.com/blog/10-ted-talks-every-team-should-watch/
Energyproduction.comAd Week/Ad AgeNews – real, not fakeAAAA’s Creativity Magazine
