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- 1. Future proof suits Martin Johnson January 2012 @mjsverige remasteredaccountman.wordpress
- 2. Explosion of new agency life
- 4. RELATIONSHIP
- 5. Relationship Great work Trust
- 6. The old role model is dead
- 7. Long live the hot seat
- 8. Not a courier. Be the pointman.
- 9. Not an estate agent. Take a view.
- 10. Honesty = trust = great work
- 11. Embrace problems. They are your value.
- 12. Share the magic. Be collaborative.
- 13. Agencies get the clients they deserve
- 14. Be top of mind to call
- 16. The old analogy
- 17. The new analogy
- 18. The new analogy
- 19. The new analogy
- 20. The new analogy
- 21. The new analogy
- 22. Entrepreneurial & creative Orchestrating the complex Digital native Tenacity
- 23. Create fertile conditions to share team info
- 24. LEADERSHIP
- 25. Thank you for speaker notes contact mjsverige@gmail mjsverige - twitter remasteredaccountman.wordpress
Editor's Notes
- \n
- Explosion of new life forms. New industries emerging. I joined an advertising agency. But what I do today is anything but advertising. In fact - I have a hard time explaining to my friends what I actually do for a living. \n\nChallenges & opportunities facing the modern account handler. \nHow do we work when idea is king & where looking for this to connect an experience. Perfect storm coming together here in Stockholm. technology, creativity, new agency forms coming together - new colloborations. Sweden is ahead of the curve. \n
- Redefining it. \n
- The most important thing in the agency. \n
- The most important thing in the agency. \n
- Old role model. Problems area bad thing. dont have problems. problems are problems. if you have problems - pushing boundaries. Problem? There’s no problem here. \nGood news account handler - all good = contradictions. \n
- Clue in the title. manage & you direct. Your piece of business not someone elses. CLient is looking to you good times/bad times - talent where & when things are going brilliantly credit. \n
- Do you drive one of these. no you don’t. your not a courier. Clients find this infuriating - people think this. waste of time. \n
- Not an estate agent - not there to sell anything no matter how shit it is. I think this is great because. \n
- Honesty. Full picture & truth. very pressurized life’s - client is 5% working life spent with us nut its a high profile/high risk part of the job. \n
- Problems. no problems. Embrace them. problems manifold - clients boss, your boss. they are facing challenges - time, budget, understanding of problems. dont be down by problems they are your currency. \n
- Share the creative magic. Great account handlers put themselves in the middle of all the issues in the agency & they bring things together for the client. Strategy, digital, creative.\nShared & outstanding then your much more likely to get brilliant ideas away. \n
- Clients get the work they deserve. Agencies get the clients they deserve. Incumbent on agencies to decide what sort of relationship they actually want with the client. Chemistry meetings to decide. \n
- Who you gonna call. Client ambassador in the agency. Put also ambassador for the quality of the work in the agency too. Create a culture where good ideas don’t get killed early. Buy time. Fight for the extra day or two that will make a difference from good to great. On the end of the phone is an opportunity & your job is to create the best conditions for the best work. \n\n
- Challenges & opportunities for the modern account handler. \n
- Quarterback analogy. \n\nBUT the playbook hasn’t been written for most of the ideas we’re executing today. Lets look at some examples. \n
- Just as the landscape as fragmented - so it puts new demands on our discipline. \n\nEntrepreneurial & creative\nUnderstanding complexity & organizing shit. \nDigital native \nTenacity of the dragon\n\n
- Just as the landscape as fragmented - so it puts new demands on our discipline. \n\nEntrepreneurial & creative\nUnderstanding complexity & organizing shit. \nDigital native \nTenacity of the dragon\n\n
- Just as the landscape as fragmented - so it puts new demands on our discipline. \n\nEntrepreneurial & creative\nUnderstanding complexity & organizing shit. \nDigital native \nTenacity of the dragon\n\n
- Just as the landscape as fragmented - so it puts new demands on our discipline. \n\nEntrepreneurial & creative\nUnderstanding complexity & organizing shit. \nDigital native \nTenacity of the dragon\n\n
- \n
- Creating the conditions for moving from good to great. Need to water the ground to germinate an idea. And this takes stimulus being constantly fed into the workgroup. \n\nSome ways of feeding input into the team: Set up a closed workgroup on G+ or yammer, use circles, use collaborative work documents eg google docs, set up a blogroll & share reading/relevant points of interest, follow thought leadership on twitter, retweet to the team. Get iterative, share & kill the ego etc etc . \n
- What’s the common thread? It’s about Leaning & Listening so that you can embody another L – Leadership. All account handlers have two ears & one mouth. All great account handlers use them in this proportion. We don’t have all the answers about the future proof suit but are more than happy to lead the debate. \n\n
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