The world doesn't need another account manager 4 as talk july 2012

THE WORLD DOESN’T NEEDANOTHER ACCOUNT MANAGER Gino Borromeo VP/Head of Planning McCann Worldgroup Philippines @manilapaper

“Advertising?!? They’re weird.They’re drug addicts. And they’re poor!” Advertising according to my mother

WHY ARE YOU IN ADVERTISING?

A LOVE FOR IDEAS

“CREATIVITY ISN’T AN OCCUPATION. IT’S A PREOCCUPATION” Sir John Hegarty

CREATIVITY ISCLASSICALLY DEFINED AS APROBLEM SOLVING ACTIVITY

CREATIVE IS NOT ADEPARTMENT IN THE AGENCY

WE ALL HAVE A ROLE TO PLAY IN CREATING IDEAS THATSOLVE BUSINESS PROBLEMS

WHAT COMES TO MIND WHEN YOU HEAR“ACCOUNT MANAGER”?

THE PITHY TITLE ‘ACCOUNT MANAGER’ DOES NOT ADEQUATELYCAPTURE THE IMPORTANT ROLE THAT YOU PLAY

THE ADVERTISING INDUSTRY ISN’T WHAT IT USED TO BE

THERE AREMORE WAYS THAN EVERTO EXPERIENCE A BRAND

THE SOLUTION TO MANY MARKETING PROBLEMS ISNOT NECESSARILY JUST AN AD

KIT KAT MAIL CASE VIDEO http://youtu.be/XZlGZicH49o

EVERYTHING COMMUNICATESSOMETHING ABOUT A BRAND

ROM AMERICAN TAKEOVER CASE VIDEO http://youtu.be/41DflcblJz8

WE NEED TO THINK MOREBROADLY ABOUT WHAT IS “MARKETING COMMUNICATIONS”

A DIFFERENT ERADEMANDS A DIFFERENT TITLE

ACCOUNT MANAGER ACCOUNT SERVICE CLIENT SERVICING

“The model that best captures the qualities of astar account person is that of an entrepreneur. Successful entrepreneurs bet on an idea. They assemble a team that can bring the idea to fruition. They often help people see the value of a new product that has not yet been created.They raise funds, create the economic model, and establish partnerships. They shape a culture where innovation and collaboration thrive.” Phil Johnson

BUSINESS LEADER

THE NEW JOB DESCRIPTION

1. OPPORTUNITY SEEKER

BANK OF THE PHILIPPINE ISLANDS“CHRISTOPHER LAO - NATURE DOES NOT INFORM” CASE VIDEO

WHAT PROBLEM OR OPPORTUNITY IS WORTHSOLVING WITH CREATIVITY?

2. IDEA ADVOCATE

IDEAS RARELY COME OUT FULLY FORMED

NURTURING AN IDEAWHILE IT IS STILL FRAGILE

SPOTTING THE POTENTIAL OF AN IDEA

BAND AID + HERCHCOVITCH CASE VIDEO http://youtu.be/biTFCew4pho

THE IDEA CAME FROMTHE BUSINESS LEADER AND THE PLANNER

3. EXECUTIVE PRODUCER OF IDEAS

PIZZA HUT SINGAPORE“THE MYSTERY PASTA RESTAURANT” CASE VIDEO

THE CLIENT BRIEF: Tell people that ournew pasta line is good

THE REAL PROBLEM: Skepticism(which is coming from the brand name)

WE WERE ESSENTIALLY ASKING THE CLIENT TO... 1. REMOVE THE BRAND NAME 2. LAUNCH WITH A STUNT, NOT THE AD THEY ASKED FOR 3. DO THIS WITH A TINY BUDGET THAT WAS DESIGNED FOR A SERIES OF PRINT ADS

THE ‘ACCOUNT DIRECTOR’WAS THE DIFFERENCE MAKER

HELPED CONVINCETHE CLIENT CEO ABOUT THE IDEA FOUND PARTNERS WHO COULD PRODUCE THE STUNT

4. CASTER FOR DIFFERENT FORMS OF CREATIVITY

CREATIVITYABOVE AND BEYONDTHE 30 SECOND SPOT

COCA-COLA “LIVING BILLBOARD” CASE VIDEOhttp://www.youtube.com/watch?v=2NpgwgDMZdg

BOTANISTSSTRUCTURAL ENGINEERS ENVIRONMENTALISTS

WHO SHOULD I WORK WITH?

5. MASTER CONDUCTOR

CREATIVE AGENCY MEDIA AGENCY DIGITAL AGENCY SHOPPER AGENCY EVENT AGENCY AND OTHERSPECIALIST PARTNERS

SILK AIR“SILK AIR EXPLORERS” CASE VIDEOhttp://youtu.be/WD7SFlj--zk

6 DIFFERENT AGENCIES BUT ONLY 1 ACCOUNT LEADER

THE PITHY TITLE ‘ACCOUNT MANAGER’ DOES NOT ADEQUATELYCAPTURE THE IMPORTANT ROLE THAT YOU PLAY

ACCOUNT MANAGER ACCOUNT SERVICE CLIENT SERVICING

THE WORLD DOESN’T NEED ANOTHER ACCOUNT MANAGER;IT NEEDS MORE BUSINESS LEADERS

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The world doesn't need another account manager 4 as talk july 2012

by Gino Borromeo on Jul 24, 2012

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