This document provides guidance for account managers on how to effectively manage client accounts. It recommends getting to know the client's consumers, brand, and expectations. It stresses the importance of being prepared for meetings with brief summaries and recaps, actively participating in discussions, writing thorough meeting minutes and briefs, and staying informed through reading. The overall message is that an account manager should lead from the front, be the driving force behind the team and account, and have fun in their role.

1. Account Management
Postcards

2. Know your consumer.
Pen Picture.
Planet.Needs.Desires.
Passion Points.

3. Know Your Brand.
Shares.Competition.
Essence.World.
Tonality.

4. Know Your Client.
Personality.Vision.
Expectations.Be a
friend.

5. Be Prepared.
Carry brief
copies.Meeting
recaps.Creative
layouts properly
boarded.

6. Take the Lead.
Start meetings with
a recap of the
objective and the
brief.Do a closing
recap.Talk.

7. Participate.
In the discussion.
In the agency. With
the client.Talk
about your ideas.

8. Write Good Minutes.
Capture the
Conversation.The
Nuances.Spell Out
Action Points.

9. Write evocative
briefs.
Get inspiring
stimulus.
References.Discuss.
Ideate.

10. Read.
Papers. Blogs.Books.
Magazines.Fiction.
Trawl the Net.Stay
updated.

11. Be the Heart of the
team.
Let the account
revolve around you.Be
the ideas person.
Lead from the front.
Smile. Have fun.