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

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

  1. THE WORLD DOESN’T NEEDANOTHER ACCOUNT MANAGER Gino Borromeo VP/Head of Planning McCann Worldgroup Philippines @manilapaper
  2. “Advertising?!? They’re weird.They’re drug addicts. And they’re poor!” Advertising according to my mother
  3. WHY ARE YOU IN ADVERTISING?
  4. A LOVE FOR IDEAS
  5. “CREATIVITY ISN’T AN OCCUPATION. IT’S A PREOCCUPATION” Sir John Hegarty
  6. CREATIVITY ISCLASSICALLY DEFINED AS APROBLEM SOLVING ACTIVITY
  7. CREATIVE IS NOT ADEPARTMENT IN THE AGENCY
  8. WE ALL HAVE A ROLE TO PLAY IN CREATING IDEAS THATSOLVE BUSINESS PROBLEMS
  9. WHAT COMES TO MIND WHEN YOU HEAR“ACCOUNT MANAGER”?
  10. THE PITHY TITLE ‘ACCOUNT MANAGER’ DOES NOT ADEQUATELYCAPTURE THE IMPORTANT ROLE THAT YOU PLAY
  11. THE ADVERTISING INDUSTRY ISN’T WHAT IT USED TO BE
  12. THERE AREMORE WAYS THAN EVERTO EXPERIENCE A BRAND
  13. THE SOLUTION TO MANY MARKETING PROBLEMS ISNOT NECESSARILY JUST AN AD
  14. KIT KAT MAIL CASE VIDEO http://youtu.be/XZlGZicH49o
  15. EVERYTHING COMMUNICATESSOMETHING ABOUT A BRAND
  16. ROM AMERICAN TAKEOVER CASE VIDEO http://youtu.be/41DflcblJz8
  17. WE NEED TO THINK MOREBROADLY ABOUT WHAT IS “MARKETING COMMUNICATIONS”
  18. A DIFFERENT ERADEMANDS A DIFFERENT TITLE
  19. ACCOUNT MANAGER ACCOUNT SERVICE CLIENT SERVICING
  20. “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
  21. BUSINESS LEADER
  22. THE NEW JOB DESCRIPTION
  23. 1. OPPORTUNITY SEEKER
  24. BANK OF THE PHILIPPINE ISLANDS“CHRISTOPHER LAO - NATURE DOES NOT INFORM” CASE VIDEO
  25. WHAT PROBLEM OR OPPORTUNITY IS WORTHSOLVING WITH CREATIVITY?
  26. 2. IDEA ADVOCATE
  27. IDEAS RARELY COME OUT FULLY FORMED
  28. NURTURING AN IDEAWHILE IT IS STILL FRAGILE
  29. SPOTTING THE POTENTIAL OF AN IDEA
  30. BAND AID + HERCHCOVITCH CASE VIDEO http://youtu.be/biTFCew4pho
  31. THE IDEA CAME FROMTHE BUSINESS LEADER AND THE PLANNER
  32. 3. EXECUTIVE PRODUCER OF IDEAS
  33. PIZZA HUT SINGAPORE“THE MYSTERY PASTA RESTAURANT” CASE VIDEO
  34. THE CLIENT BRIEF: Tell people that ournew pasta line is good
  35. THE REAL PROBLEM: Skepticism(which is coming from the brand name)
  36. 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
  37. THE ‘ACCOUNT DIRECTOR’WAS THE DIFFERENCE MAKER
  38. HELPED CONVINCETHE CLIENT CEO ABOUT THE IDEA FOUND PARTNERS WHO COULD PRODUCE THE STUNT
  39. 4. CASTER FOR DIFFERENT FORMS OF CREATIVITY
  40. CREATIVITYABOVE AND BEYONDTHE 30 SECOND SPOT
  41. COCA-COLA “LIVING BILLBOARD” CASE VIDEOhttp://www.youtube.com/watch?v=2NpgwgDMZdg
  42. BOTANISTSSTRUCTURAL ENGINEERS ENVIRONMENTALISTS
  43. WHO SHOULD I WORK WITH?
  44. 5. MASTER CONDUCTOR
  45. CREATIVE AGENCY MEDIA AGENCY DIGITAL AGENCY SHOPPER AGENCY EVENT AGENCY AND OTHERSPECIALIST PARTNERS
  46. SILK AIR“SILK AIR EXPLORERS” CASE VIDEOhttp://youtu.be/WD7SFlj--zk
  47. 6 DIFFERENT AGENCIES BUT ONLY 1 ACCOUNT LEADER
  48. THE PITHY TITLE ‘ACCOUNT MANAGER’ DOES NOT ADEQUATELYCAPTURE THE IMPORTANT ROLE THAT YOU PLAY
  49. ACCOUNT MANAGER ACCOUNT SERVICE CLIENT SERVICING
  50. THE WORLD DOESN’T NEED ANOTHER ACCOUNT MANAGER;IT NEEDS MORE BUSINESS LEADERS

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