Account	
  Management	
  Breakfast	
  
23	
  August	
  2013	
  
Café	
  Renroc	
  
Ten	
  things…	
  
…	
  that	
  have	
  helped	
  me	
  in	
  my	
  job.	
  	
  
Not	
  rules.	
  	
  
Have	
  worked	
  f...
TAKE	
  SMALL	
  STEPS	
  
♯1	
  
	
  
Our	
  job	
  is	
  to	
  make	
  projects	
  go	
  
smoothly,	
  but	
  oLen	
  it...
KNOW	
  WHAT	
  KIND	
  
OF	
  ACCOUNT	
  
HANDLER	
  YOUR	
  ARE	
  
♯2	
  
	
  
There	
  are	
  two	
  types	
  of	
  ac...
BUILD	
  THE	
  BEST	
  
TEAM	
  YOU	
  CAN	
  
♯3	
  
	
  
You	
  need	
  to	
  build	
  the	
  best	
  team.	
  You	
  
...
THINK	
  
COMMERCIALLY	
  
♯4	
  
	
  
If	
  you’re	
  planner	
  you’ll	
  be	
  measured	
  
on	
  the	
  strategies	
  ...
Do big ideas
exist?
DON’T	
  RELY	
  ON	
  BIG	
  
IDEAS	
  
♯5	
  
	
  
Agencies	
  can	
  be	
  obsessed	
  about	
  the...
KNOW	
  YOUR	
  CLIENTS	
  
BUSINESS	
  
♯6	
  
	
  
Find	
  out	
  what	
  they	
  want	
  and	
  show	
  it	
  to	
  
th...
KNOW	
  YOUR	
  CLIENTS	
  
ROUNDING	
  POINT	
  
♯7	
  
	
  
Most	
  clients	
  have	
  a	
  budget	
  level	
  that	
  
...
YOU	
  CAN	
  FIND	
  
INSPIRATION	
  IN	
  
EVERYTHING*	
  
	
  
*AND	
  IF	
  YOU	
  CAN’T	
  LOOK	
  AGAIN	
  
♯8	
  
	...
TELL	
  A	
  STORY	
  
♯9	
  
	
  
Use	
  a	
  story	
  mountain	
  for	
  briefs,	
  for	
  
presentaNons,	
  for	
  phon...
STOP	
  BUMPING	
  
♯10	
  
	
  
Here	
  is	
  Edward	
  Bear,	
  coming	
  downstairs	
  
now,	
  bump,	
  bump,	
  bump,...
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10 things that have helped me be a better advertising account handler

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Short presentation on '10 things that help me in my job in 10 minutes' from the inaugural IPA Account Management Breakfasts in Scotland. Designed for anyone who works in account management to pop along for an hour in the morning, have a chance to chew the fat with cross-agency comrades, and come away with a handful of answers and a dollop of inspiration.

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10 things that have helped me be a better advertising account handler

  1. 1. Account  Management  Breakfast   23  August  2013   Café  Renroc  
  2. 2. Ten  things…   …  that  have  helped  me  in  my  job.     Not  rules.     Have  worked  for  me.   Not  all  my  own.     Many  are  things  I  learned  from  beIer,  wiser,   smarter  people.   I  hope  they  are  useful  to  you.    
  3. 3. TAKE  SMALL  STEPS   ♯1     Our  job  is  to  make  projects  go   smoothly,  but  oLen  it  can  feel  like   there’s  many  complicaNons.  The  best   way  to  deal  with  this  is  to  take  small   steps.  Especially  when  dealing  with   clients.  Ask  for  one  decision  at  a   Nme.  
  4. 4. KNOW  WHAT  KIND   OF  ACCOUNT   HANDLER  YOUR  ARE   ♯2     There  are  two  types  of  account   handler.  Those  that  change  their   personality  to  suit  the  client  or  those   that  build  a  porPolio  of  clients  to   suit  their  personality.  Pick  the  one   that  suits  you  best  and  do  that  well.    
  5. 5. BUILD  THE  BEST   TEAM  YOU  CAN   ♯3     You  need  to  build  the  best  team.  You   need  to  be  the  best  coach.  When  a   football  team  doesn’t  perform  it’s   usually  the  manager  that  gets  the   blame.  Account  Handlers  are  the   coaches  of  the  adverNsing  world.        
  6. 6. THINK   COMMERCIALLY   ♯4     If  you’re  planner  you’ll  be  measured   on  the  strategies  that  you  develop.   If  you’re  a  creaNve  you  can  work  to   fill  a  shelf  with  awards.  But  if  you’re   an  account  handler,  sooner  or  later   someone  is  going  ask  how  much   money  you’re  responsible  for.  
  7. 7. Do big ideas exist? DON’T  RELY  ON  BIG   IDEAS   ♯5     Agencies  can  be  obsessed  about  the   big  idea.  I  think  that  clients  rarely   are.  It  doesn’t  always  need  a  big  idea   to  solve  a  business  problem.    
  8. 8. KNOW  YOUR  CLIENTS   BUSINESS   ♯6     Find  out  what  they  want  and  show  it  to   them.    
  9. 9. KNOW  YOUR  CLIENTS   ROUNDING  POINT   ♯7     Most  clients  have  a  budget  level  that   they  don’t  need  any  further  approval  to   authorise.  Find  out  that  number  and   develop  proposals  that  match.    
  10. 10. YOU  CAN  FIND   INSPIRATION  IN   EVERYTHING*     *AND  IF  YOU  CAN’T  LOOK  AGAIN   ♯8     You  can  find  inspiraNon  in  everything.   But  it’s  not  just  about  looking.  You  have   to  create  space  for  ideas.  It’s  not  a   coincidence  that  Archimedes  had  his   ‘aha’  moment  in  the  bath.    
  11. 11. TELL  A  STORY   ♯9     Use  a  story  mountain  for  briefs,  for   presentaNons,  for  phone  calls.  Start   with  the  opening,  build-­‐up  to  the   problem,  find  the  resoluNon  to  take  you   to  the  ending.      
  12. 12. STOP  BUMPING   ♯10     Here  is  Edward  Bear,  coming  downstairs   now,  bump,  bump,  bump,  on  the  back  of   his  head,  behind  Christopher  Robin.  It  is,  as   far  as  he  knows,  the  only  way  of  coming   downstairs,  but  someNmes  he  feels  that   there  really  is  another  way,  if  only  he  could   stop  bumping  for  a  moment  and  think  of  it.    

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