Effective Account Leadership Lagos, March 2011
DDB Mission              To find creative solutions to business issues
Our Arsenal              Corpus of knowledge and experience                         Strategic Tools               Network ...
Tree of Knowledge
Scope of this EAL Session
Scope of this EAL Session                            Account Management
Scope of this EAL Session                            Account Management                            Account Leadership
Scope of this EAL Session                            Account Management                            Account Leadership     ...
Scope of this EAL Session                            Account Management                            Account Leadership     ...
Scope of this EAL Session                            Account Management                            Account Leadership     ...
Scope of this EAL Session                            Account Management                            Account Leadership     ...
Future Modules                            The Whole Business:                                     Digital                 ...
Topic 1:              Account Management              Module 1: What it means           Module 2: Mastering the basics
What is Account Management?            “Hard to define, but impossible to do without.”
Your Definition?
“Herding Cats” Video
Effective Account Leadership: The Essentials                               Get the details right                          ...
DDB Leaders’ Quotes                    “Stop taking the brief and start making the brief”                                 ...
What is Account Management?                               The Interface                            Agency/ Global Account ...
What is Account Management?             Everything...from service to leadership
What is Account Management?                               Manages:                                  Work                  ...
Personality/Qualities                           Open       Positive                         Sociable      Driven          ...
Aspirations: What do Account People Want to Be?          Ahead of the game: thought-leaders, challenging, anticipating, in...
How to do it               The Foundation of Good Client Relationships:                        Getting the Basics Right
Leading the Bull“Imagine your client as a bull. Always lead the bull: if he leads you, you                          can ne...
Enraging the BullClients’ top criticism of agency day-to-day:“not returning calls or emails promptly”“coming to meetings u...
Taming the BullClients’ top joys working day-to-day with agencies:“when they are one team with us, rather than ‘the agency...
“There’s no point having a strategically brilliant  mind or a great creative brain as an account    man if you just don’t ...
Getting the Basics Right: Managing the Process                                1. Time Management                          ...
Getting the Basics Right: Managing the Process                                2. Workflow Management                     T...
Getting the Basics Right: Managing the Process                                   3. Meeting Management                    ...
Getting the Basics Right: Managing the Process                                       4. Report Management                 ...
Getting the Basics Right: Managing the Process                                         5. Cover All the Bases             ...
The Power of Getting the Basics Right                               Excel at the BasicsWin New Business                   ...
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  • Mod 1 and 2

    1. 1. Effective Account Leadership Lagos, March 2011
    2. 2. DDB Mission To find creative solutions to business issues
    3. 3. Our Arsenal Corpus of knowledge and experience Strategic Tools Network strength- unity in diversity
    4. 4. Tree of Knowledge
    5. 5. Scope of this EAL Session
    6. 6. Scope of this EAL Session Account Management
    7. 7. Scope of this EAL Session Account Management Account Leadership
    8. 8. Scope of this EAL Session Account Management Account Leadership Managing and Making Money
    9. 9. Scope of this EAL Session Account Management Account Leadership Managing and Making Money Creative Briefing
    10. 10. Scope of this EAL Session Account Management Account Leadership Managing and Making Money Creative Briefing Creative Assessment
    11. 11. Scope of this EAL Session Account Management Account Leadership Managing and Making Money Creative Briefing Creative Assessment Creative Presentation
    12. 12. Future Modules The Whole Business: Digital Direct Marketing Sales Promotion Multi-disciplinary Creativity Overview of Media Channels Overview of Data Sources Inspiring Your Team, Your Clients, and Yourself
    13. 13. Topic 1: Account Management Module 1: What it means Module 2: Mastering the basics
    14. 14. What is Account Management? “Hard to define, but impossible to do without.”
    15. 15. Your Definition?
    16. 16. “Herding Cats” Video
    17. 17. Effective Account Leadership: The Essentials Get the details right Build trusting relationships Be proactive and passionate Know your client These are the consistent themes from 30+ DDB Worldwide leaders, asked for their advice on the keys of success in account management
    18. 18. DDB Leaders’ Quotes “Stop taking the brief and start making the brief” Paul Price “Have an attitude that you will know your clients’ business as well as -- if not better -- than they do” Marty O’ Halloran “Always try and make your client look good before you try to make the agency look good” Liz Ross
    19. 19. What is Account Management? The Interface Agency/ Global Account Management al Ex rn te te Planners rn In al Creatives DDB Network Production Partner Agencies Finance Account Client(s) Legal/HR Management Media Agencies Project Mgt Research Agencies Not the bottleneck or the meat in the sandwich!
    20. 20. What is Account Management? Everything...from service to leadership
    21. 21. What is Account Management? Manages: Work Teams Relationships Money Nobody loves us but everybody needs us And you can aspire to more...
    22. 22. Personality/Qualities Open Positive Sociable Driven Resourceful Skilled Ethical Informed Trustworthy Efficient Tenacious Organized
    23. 23. Aspirations: What do Account People Want to Be? Ahead of the game: thought-leaders, challenging, anticipating, initiating, upselling Idea champions: recognizing big ideas, loving them, pushing them forward Strong partners: demonstrating the integrity and passion to build trusting relationships with client and agency terms Hunters: building business and profit for agency and client; always seeking new opportunities Impresarios: harnessing talent, instilling enthusiasm, developing people; “the circus ring leader” Masters of detail: paying attention, checking, chasing, communicating
    24. 24. How to do it The Foundation of Good Client Relationships: Getting the Basics Right
    25. 25. Leading the Bull“Imagine your client as a bull. Always lead the bull: if he leads you, you can never hold him.” James Hayhurst, DDB London
    26. 26. Enraging the BullClients’ top criticism of agency day-to-day:“not returning calls or emails promptly”“coming to meetings unprepared...”“poor attention to detail...repeated errors”“not collaborating well with other agencies”“overcharging”“..when they are not on top of timing...”“not saying they are having issues when they are”“coming back with the same ‘break-through’ ideas presented three years ago!”
    27. 27. Taming the BullClients’ top joys working day-to-day with agencies:“when they are one team with us, rather than ‘the agency’”“they proactively come with competitive intelligence”“they save you money”“being close to the business even when it is not a sexy account”“providing a different perspective on the market...”“...flowers on my birthday”“their offices and their food...”“...makes us feel special and cooler than we really are”
    28. 28. “There’s no point having a strategically brilliant mind or a great creative brain as an account man if you just don’t do those basics.” “They are absolutely crucial and, annoyingly, they only really get noticed if you don’t do them.”
    29. 29. Getting the Basics Right: Managing the Process 1. Time Management Time is money Plan your time carefully Allocate it effectively Record and analyse to do better (time sheets?) Be on time; late is rude (and wasteful)
    30. 30. Getting the Basics Right: Managing the Process 2. Workflow Management The timing plan is the backbone; update it daily Keep clients regularly informed of progress and changes Production Management
    31. 31. Getting the Basics Right: Managing the Process 3. Meeting Management Regular job status meetings with team and client Agenda to structure/control meetings to lead to the detailed outcome Prepare the room; know the equipment; Rehearse Agree allocation of resulting actions and get collective and individual commitment to them Welcome feedback
    32. 32. Getting the Basics Right: Managing the Process 4. Report Management Weekly status reports- clear and comprehensive Record agreements and actions arising from all meetings/conversations; send these ‘contact reports’ to the client within 24 hours Keep files of client-related materials and all past projects- someone will ask for them! Think of the implications for the future; look for further opportunities
    33. 33. Getting the Basics Right: Managing the Process 5. Cover All the Bases Know enough of what everyone else does to be able to stand in for them, evaluate their input, ‘manage’ them Don’t abrogate responsibility to ‘specialists’; you need their respect “A great account handler is a jack of all trades -- and a master of every one” Nigel Beard, DDB London
    34. 34. The Power of Getting the Basics Right Excel at the BasicsWin New Business More Client Trust Retain and Grow Sell Better Work “You earn trust on small things which you can leverage later on big issues.” Pierre le Gouvello, DDB France

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