Think LA Ad U:
account
management
JULY 15, 2014
MASTERING ACCOUNT
MANAGEMENT
so what’s the plan?
(1) Meet us
(2) Break the ice
(3) Learn from an account professional (spoiler alert that’s me)
(4) Lea...
who are we
Lisa Tanner
VP, Account Director RPA
Team One, Deutsch, GSD&M
Romy Flint
Senior Director, COMMON
Chiat, BBDO, W...
A little more about me…
I LUCKED INTO THE AD WORLD
I’ve split my career between account management and new
business – and ...
5 years from now you win
an award for Account
Manager of the Year.
What words would be
used to describe you…
1not ordinary
but irreplaceable
2
3 4
instill confidence
& gain trust
collaborate or
perish
be brief &
be brilliant
1not ordinary
but irreplaceable
2
3 4
instill confidence
& gain trust
collaborate or
perish
be brief &
be brilliant
You have choices to make
Being proactive isn’t just a quality, it’s a foundation and the fundamental quality of moving
fro...
Harvest what you learn
Learn FROM your mistakes and how to apply
those learning moving forward...not by
continuing to make...
 Get the right people involved from the start
 Understand the deliverables
 Own the schedule
 Think through the possib...
 Get the right people involved from the start
 Understand the deliverables
 Own the schedule
 Think through the possib...
So, What?
“True wisdom is
knowing what you
don’t know”
Own your own inexperience
• Everyone you meet will know something that you don’t
• When someone asks you a question, take ...
Yes, and...
• You do not have to be in a senior role
to be a leader
• Pretend vs. real leadership
• Know what you want and...
Lisa Tanner
ltanner@rpa.com
TODAY IS
2006
TODAY IS
2006
TODAY IS 2006
HI, I’m Kaleen
ONCE UPON A TIME,
I WAS AN ACCOUNT PERSON.
I kept schedules, organized meetings,
rocked a to-do list, kept ...
1not ordinary
but irreplaceable
2
3 4
instill confidence
& gain trust
collaborate or
perish
be brief &
be brilliant
instill confidence
& gain trust so…
people will come to
you, believe you, and
seek your opinion.
but wait…
HOW PLEASE?
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 ...
Automatically this person is a little bit more…
curious
thoughtful
aware of the world
interesting to talk to
knowledgeable...
“I can get this started”
SCENARIO ONE: THEY SAY NO
You don’t have to do anything…
but you volunteered
SCENARIO TWO: THEY S...
*NOTE: Only use this if you actually have questions, don’t make up questions to look good. That’s lame. And annoying.
“I h...
I wish someone had told me…
TREAT YOUR JOB LIKE IT MATTERS.
People will respect you for it.
I wish someone had told me…
TREAT YOUR JOB LIKE IT MATTERS.
People will respect you for it.
BUT NOT LIKE IT’S ALL THAT
MAT...
Kaleen Ogden
kogden@rpa.com
A little about me…
1not ordinary
but irreplaceable
2
3 4
instill confidence
& gain trust
collaborate or
perish
be brief &
be brilliant
be brief.
Unless it’s an email.
Then you have 7 seconds.
YOU HAVE 1 MILLISECOND
The single biggest problem in
communication is the illusion
that it has taken place
GEORGE BERNARD SHAW
be brilliant.
Too tall an order?
Better to aim high and miss,
than to shoot low and hit.
THE BRIGHTEST STAR IN THE ROOM
S H I N E
LIKE BEYONCE
Service oriented
Hard work pays
Invest in yourself
Never forget the business
Energy management
service oriented
LIFE IS AN OPEN MARKET.
YOU’RE SELLING YOURSELF.
hard work
pays off
THE BEST LEADERS ROLL UP THEIR
SLEEVES AND GET THEIR HANDS
DIRTY
invest in yourself.
seriously.
never forget
the business
Plus you’ll look smart and
your 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
...
make it a habit
Winning is not a sometime thing; it’s an all the
time thing.
You don’t win once in a while, you don’t do
t...
HI, I’m Romy
I STARTED IN ADVERTISING AS A
FLOATER
I TOOK A DETOUR ON THE CLIENT
SIDE
WRONG MOVE!!!
NOW I WORK AT A VIRTUA...
1not ordinary
but irreplaceable
2
3 4
instill confidence
& gain trust
collaborate or
perish
be brief &
be brilliant
collaborate or
perish.
(sounds dramatic…because it is!)
lots of people to connect with
production strategy
creative
media
clients
team &
management
account
management
production strategy
creative
media
clients
team &
management
account
management
creative relationships are key
& we do creative
CLIENTS COME TO US FOR CREATIVE AS ACCOUNT FOLKS HOW DO WE
CHAMPION THOSE AWARD-WINNING
IDEAS?
3 ways to get the best out of your
creative teams
Develop relationships with them: it’s very similar to a marriage
Be the ...
TYPICALLY WE’RE THE SUITS
Often account people come delivering bad news:
• “Sorry, your campaign died”
• “The client loves...
“you know, one thing that
could be cool is…”
Have all the know-how
understand the client, the project, the competition, th...
“love that idea! did you also
think about…?
• Fine line between keeping the creative idea intact and knowing what’s right ...
Romy Flint
romy@common.is
Educate Yourself!
WITH SOME BOOKS:
Built to Last & Good to Great (Jim Collins)
Made to Stick (Chip and Dan Heath)
Hey Whip...
AdU Account Management Presentation Slides
AdU Account Management Presentation Slides
AdU Account Management Presentation Slides
AdU Account Management Presentation Slides
AdU Account Management Presentation Slides
AdU Account Management Presentation Slides
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AdU Account Management Presentation Slides

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At the AdU: Account Managment class, members of RPA, Common and DirecTV explained what it takes to be a strong account manager. Attendees were shown real-life examples and skills to apply to their own jobs and gained a better understanding of the many opportunities of working in account management.

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  • Notes: Exercise – talk to the person next to you and discuss for two minutes the words used to describe you. Report out as a group while leaders write words on dry erase board
  • Put these in rank order according to the flow of the discussion and who will weave what into their part
  • Put these in rank order according to the flow of the discussion and who will weave what into their part
  • Put these in rank order according to the flow of the discussion and who will weave what into their part
  • Put these in rank order according to the flow of the discussion and who will weave what into their part
  • Put these in rank order according to the flow of the discussion and who will weave what into their part
  • Best Case:
    After a meeting, a call, a regroup or anything – volunteer to do the follow up.
    Don’t wait for anyone to ask you
    shows that you’re willing to take a first stab at whatever is on your plate
  • According to research from Princeton university, you make up your mind about people in one tenth of a second. Which means, you’ve decided long ago if you were going to listen to me or not. My work here is done…jk!
    For those of you who are tuning out – please enjoy your nap!
    But if on the off-chance, you happen to be listening: remember this – not only are first impressions formed easily in the first handful of seconds, but it takes long experience to dislodge our initial pre-conceptions about a person.

    What does that mean for you?

    As a great account person, and a great business person in general, you have to be as clear and concise as possible. How do you do that?
    Old Adage: Don’t bury the headline – whether in person, over the phone or email, or clearly communicate your key takeaway as quickly as possible
    Single Minded: Keep your communications focused on one thing – 3 if the person is extra saavvy, but the more focused the better
    Easy way to do this is with bullets.
    Emails: Keep them short. We’ve all got a received that novel of an email – you open it, and decide to read it later
    If you have to weigh pros and cons – schedule a meeting to discuss.
    If it looks too long, cut it down.
    In Person: Do the elevator test
    If you can’t get the ask done in under 15 seconds – be more clear.
    Your objective in all communications to get the person to read your email, or listen to you, etc.

  • Your objective in all communications to get the person to read your email, or listen to you, etc.

    As George Bernard Shaw said – The single biggest problem in communication is the illusion that it has taken place

    -- Who’s george bernard shaw? Some old guy with a beard – so it has to be right?
    Irish playwright and co-founder of the london school of economics
  • Plus…. He surfs and looks like lee clow – so listen to him.

    Note: -- 3 bullets on lee clow.
  • So what do I want you to do?

    SHAMELESS BEYONCE PHOTO – not sure if this is before or after.
  • Will probably break into slides

    Service is everything – life is literally an constant open market – someone wants something from you, and vice versa. What will differentiate you – is your service orientation – especially in client services.
    how to do it – always remember your audience – you’ll interact with creatives, differently than clients, differently than the PM –
    you’re the quarterback – and all good leaders are servants first. Remove the obstacles and get out of the way.


    Invest in Yourself – always be a student, there is no YODA – you have to learn from everyone. READ – read books, take a class, learn something new, etc.

    Energy Renewal – just like time, energy is a finite resource – the energy project:
    69% have difficulty focusing on one thing at a time and are easily distracted during the day, especially by email
  • Hard Work – never underestimate this. I’ve yet to see anyone – entrepreneur, CEO, etc – who did not roll up their sleeves and work hard. Harder than the person sitting next to them. It’s true what they say – lonely at the top b/c there are less spaces


    Example of 7 hour day.
  • Is there a way to highlight the “Creative” box here? Or as a transition on the last slide? Then we wouldn’t need this slide…
  • breakthrough ideas that stand out in the marketplace and sell product. It’s our job to deliver that. And a key component to being successful is getting the best out of your creative team
  • Creatives are special people: highly intelligent, sensitive,
  • Can we insert a sound here? “waa, waa”?
  • Each bullet gets it’s own page [romy]
  • Each bullet gets it’s own page [romy]
  • option 1
  • AdU Account Management Presentation Slides

    1. 1. Think LA Ad U: account management JULY 15, 2014 MASTERING ACCOUNT MANAGEMENT
    2. 2. so what’s the plan? (1) Meet us (2) Break the ice (3) Learn from an account professional (spoiler alert that’s me) (4) Learn from artists formerly known as account professionals (5) Apply tonight’s thinking to your job (6) Panel Q&A
    3. 3. who are we Lisa Tanner VP, Account Director RPA Team One, Deutsch, GSD&M Romy Flint Senior Director, COMMON Chiat, BBDO, Wells Fargo Kaleen Ogden Associate Planning Director, RPA MCM USC, Miami Ad School, D&G, Martin Agency Margaret Mason Director of Marketing, DIRECTV Deutsch, Chiat, MBA Stanford
    4. 4. A little more about me… I LUCKED INTO THE AD WORLD I’ve split my career between account management and new business – and love them both! As the industry and my role has changed over the years, I have been most successful changing along with it. I’ve paid my dues and so should you…and enjoy it along the way &AND ACCOUNT MANAGEMENT
    5. 5. 5 years from now you win an award for Account Manager of the Year. What words would be used to describe you…
    6. 6. 1not ordinary but irreplaceable 2 3 4 instill confidence & gain trust collaborate or perish be brief & be brilliant
    7. 7. 1not ordinary but irreplaceable 2 3 4 instill confidence & gain trust collaborate or perish be brief & be brilliant
    8. 8. You have choices to make Being proactive isn’t just a quality, it’s a foundation and the fundamental quality of moving from being ordinary to extraordinary “Look at the word responsibility (response-ability) the ability to choose your response” - Steven Covey
    9. 9. Harvest what you learn Learn FROM your mistakes and how to apply those learning moving forward...not by continuing to make mistakes.
    10. 10.  Get the right people involved from the start  Understand the deliverables  Own the schedule  Think through the possible solutions  Keep the team organized and informed  Know the success metrics  Know the possible problems  Have a plan. And a back-up plan. And a back-up back-up plan.  Follow-up  Prioritize  Keep a checklist...and always carry a notebook.  Learn something new just for the sake of learning something new! Instigator of action and creative ideas
    11. 11.  Get the right people involved from the start  Understand the deliverables  Own the schedule  Think through the possible solutions  Keep the team organized and informed  Know the success metrics  Know the possible problems  Have a plan. And a back-up plan. And a back-up back-up plan.  Follow-up  Prioritize  Keep a checklist...and always carry a notebook.  Learn something new just for the sake of learning something new! Instigator of action and creative ideas
    12. 12. So, What?
    13. 13. “True wisdom is knowing what you don’t know”
    14. 14. Own your own inexperience • Everyone you meet will know something that you don’t • When someone asks you a question, take it as an opportunity to expand their knowledge • Think beyond Black & White Watch, listen, and learn. You can’t know it all yourself. Anyone who thinks they do is destined for mediocrity. – Donald Trump
    15. 15. Yes, and... • You do not have to be in a senior role to be a leader • Pretend vs. real leadership • Know what you want and where you are going – projects & career
    16. 16. Lisa Tanner ltanner@rpa.com
    17. 17. TODAY IS
    18. 18. 2006 TODAY IS
    19. 19. 2006 TODAY IS 2006
    20. 20. HI, I’m Kaleen ONCE UPON A TIME, I WAS AN ACCOUNT PERSON. I kept schedules, organized meetings, rocked a to-do list, kept everyone in line, enjoyed production timelines and spent a lot of time chatting with clients. But it just wasn’t quite right…. TODAY I’M IN PLANNING I work with consumer insights, analyze research, conduct research, keep an eye on trends, position brands, write briefs, quote a lot of percentages, understand the category landscape, and work in PowerPoint.
    21. 21. 1not ordinary but irreplaceable 2 3 4 instill confidence & gain trust collaborate or perish be brief & be brilliant
    22. 22. instill confidence & gain trust so… people will come to you, believe you, and seek your opinion.
    23. 23. but wait… HOW PLEASE?
    24. 24. 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”
    25. 25. Automatically this person is a little bit more… curious thoughtful aware of the world interesting to talk to knowledgeable useful as a human being “I read this interesting thing…”
    26. 26. “I can get this started” SCENARIO ONE: THEY SAY NO You don’t have to do anything… but you volunteered SCENARIO TWO: THEY SAY YES You showed initiative • If you know exactly what to do you do it and look good • If you don’t know exactly what to do you can go ask others for their thoughts, gain more insight, build relationships with them and look good
    27. 27. *NOTE: Only use this if you actually have questions, don’t make up questions to look good. That’s lame. And annoying. “I have a few questions*” (1) if it’s appropriate ask them respectfully in the meeting (2) if it’s not appropriate (as is often the case) write them down and schedule a meeting later to ask
    28. 28. I wish someone had told me… TREAT YOUR JOB LIKE IT MATTERS. People will respect you for it.
    29. 29. I wish someone had told me… TREAT YOUR JOB LIKE IT MATTERS. People will respect you for it. BUT NOT LIKE IT’S ALL THAT MATTERS. People will like you for it.
    30. 30. Kaleen Ogden kogden@rpa.com
    31. 31. A little about me…
    32. 32. 1not ordinary but irreplaceable 2 3 4 instill confidence & gain trust collaborate or perish be brief & be brilliant
    33. 33. be brief. Unless it’s an email. Then you have 7 seconds. YOU HAVE 1 MILLISECOND
    34. 34. The single biggest problem in communication is the illusion that it has taken place GEORGE BERNARD SHAW
    35. 35. be brilliant. Too tall an order? Better to aim high and miss, than to shoot low and hit. THE BRIGHTEST STAR IN THE ROOM
    36. 36. S H I N E LIKE BEYONCE
    37. 37. Service oriented Hard work pays Invest in yourself Never forget the business Energy management
    38. 38. service oriented LIFE IS AN OPEN MARKET. YOU’RE SELLING YOURSELF.
    39. 39. hard work pays off THE BEST LEADERS ROLL UP THEIR SLEEVES AND GET THEIR HANDS DIRTY
    40. 40. invest in yourself. seriously.
    41. 41. never forget the business Plus you’ll look smart and your client will love you. IT’S THE RAISON D’ÊTRE
    42. 42. 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 focusing on one thing at a time, and are easily distracted during the day 70% of workers are disengaged, or actively disengaged
    43. 43. make it a habit Winning is not a sometime thing; it’s an all the time thing. You don’t win once in a while, you don’t do things right once in a while, you do them right all the time. Winning is a habit. Unfortunately, so is losing. v i n c e l o b m a r d i Margaret Mason memason@directv.com
    44. 44. HI, I’m Romy I STARTED IN ADVERTISING AS A FLOATER I TOOK A DETOUR ON THE CLIENT SIDE WRONG MOVE!!! NOW I WORK AT A VIRTUAL AGENCY ON NON-PROFIT CLIENTS (That’s me everyday at work) NAILED IT! I floated around to different departments within the agency filling in when people were sick or on maternity leave, workloads were heavy or deadlines were tight. Within 6 months, I chose Account Management as my career path.
    45. 45. 1not ordinary but irreplaceable 2 3 4 instill confidence & gain trust collaborate or perish be brief & be brilliant
    46. 46. collaborate or perish. (sounds dramatic…because it is!)
    47. 47. lots of people to connect with production strategy creative media clients team & management account management
    48. 48. production strategy creative media clients team & management account management creative relationships are key
    49. 49. & we do creative CLIENTS COME TO US FOR CREATIVE AS ACCOUNT FOLKS HOW DO WE CHAMPION THOSE AWARD-WINNING IDEAS?
    50. 50. 3 ways to get the best out of your creative teams Develop relationships with them: it’s very similar to a marriage Be the go-to person they want to talk to Balance the creative idea & what’s right for the client
    51. 51. TYPICALLY WE’RE THE SUITS Often account people come delivering bad news: • “Sorry, your campaign died” • “The client loves your work: all you need to do is take the first part of campaign A, marry it with the middle part of campaign B and the last part of campaign C”: the old Chinese menu/Frankenstein approach CREATE A RELATIONSHIP BEYOND THAT Be the one that they look forward to seeing, so when you do have bad news to deliver, the relationship can withstand it • Check in frequently - before, during and after creative development… In person • Be interested in what they’re interested in • Spend casual time with them: grab lunch or a drink after work (hint: creatives tend to like to drink) “shit, here come the suits” develop relationships
    52. 52. “you know, one thing that could be cool is…” Have all the know-how understand the client, the project, the competition, the marketplace, the product…you get the idea…better than anyone else in the building Be available Bounce ideas off of them Let them know you’re interested in their process Go-to Person
    53. 53. “love that idea! did you also think about…? • Fine line between keeping the creative idea intact and knowing what’s right for the client • Want them to understand that you are there to support, nurture and ultimately sell their idea • Give them the time they need to cultivate their ideas • Great ideas take time to incubate – lack of time is a creative’s worst enemy • And then when a quick project comes through, you’ve got karma points in the bank, and they’re willing to help out balance creative & client
    54. 54. Romy Flint romy@common.is
    55. 55. 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.com Ad Week/Ad Age This Advertising Life Tumblr (trust us)
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