1. THE WORLD DOESN’T NEED
ANOTHER 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 IS
CLASSICALLY DEFINED AS A
PROBLEM SOLVING ACTIVITY

7. CREATIVE IS NOT A
DEPARTMENT IN THE AGENCY

8. WE ALL HAVE A ROLE TO PLAY
IN CREATING IDEAS THAT
SOLVE BUSINESS PROBLEMS

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

11. THE PITHY TITLE
‘ACCOUNT MANAGER’
DOES NOT ADEQUATELY
CAPTURE THE IMPORTANT ROLE
THAT YOU PLAY

12. THE ADVERTISING INDUSTRY
ISN’T WHAT IT USED TO BE

13. THERE ARE
MORE WAYS THAN EVER
TO EXPERIENCE A BRAND

16. THE SOLUTION TO MANY
MARKETING PROBLEMS IS
NOT NECESSARILY JUST AN AD

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

18. EVERYTHING COMMUNICATES
SOMETHING ABOUT A BRAND

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

20. WE NEED TO THINK MORE
BROADLY ABOUT WHAT IS
“MARKETING
COMMUNICATIONS”

21. A DIFFERENT ERA
DEMANDS A DIFFERENT TITLE

22. ACCOUNT MANAGER
ACCOUNT SERVICE
CLIENT SERVICING

23. “The model that best captures the qualities of a
star 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

24. BUSINESS LEADER

25. THE NEW JOB DESCRIPTION

26. 1. OPPORTUNITY SEEKER

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

28. WHAT PROBLEM OR
OPPORTUNITY IS WORTH
SOLVING WITH CREATIVITY?

29. 2. IDEA ADVOCATE

30. IDEAS RARELY COME OUT
FULLY FORMED

31. NURTURING AN IDEA
WHILE IT IS STILL FRAGILE

32. SPOTTING THE POTENTIAL
OF AN IDEA

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

34. THE IDEA CAME FROM
THE BUSINESS LEADER
AND THE PLANNER

35. 3. EXECUTIVE PRODUCER
OF IDEAS

36. PIZZA HUT SINGAPORE
“THE MYSTERY PASTA RESTAURANT”
CASE VIDEO

37. THE CLIENT BRIEF:
Tell people that our
new pasta line is good

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

39. 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

40. THE ‘ACCOUNT DIRECTOR’
WAS THE DIFFERENCE MAKER

41. HELPED CONVINCE
THE CLIENT CEO ABOUT THE IDEA
FOUND PARTNERS WHO
COULD PRODUCE THE STUNT

43. 4. CASTER FOR DIFFERENT
FORMS OF CREATIVITY

44. CREATIVITY
ABOVE AND BEYOND
THE 30 SECOND SPOT

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

46. BOTANISTS
STRUCTURAL ENGINEERS
ENVIRONMENTALISTS

47. WHO SHOULD I WORK WITH?

48. 5. MASTER CONDUCTOR

49. CREATIVE AGENCY
MEDIA AGENCY
DIGITAL AGENCY
SHOPPER AGENCY
EVENT AGENCY
AND OTHER
SPECIALIST PARTNERS

50. SILK AIR
“SILK AIR EXPLORERS”
CASE VIDEO
http://youtu.be/WD7SFlj--zk

51. 6 DIFFERENT AGENCIES
BUT ONLY
1 ACCOUNT LEADER

52. THE PITHY TITLE
‘ACCOUNT MANAGER’
DOES NOT ADEQUATELY
CAPTURE THE IMPORTANT ROLE
THAT YOU PLAY

53. ACCOUNT MANAGER
ACCOUNT SERVICE
CLIENT SERVICING

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