introduction account management in media sciences

Client Service &

Account Management

IntroductionLecture 1.

So how do you know a person?Is he / she a good person or not so good a person

Account Management

• All that you have done boils down here. • Brand Management, Media Planning, Principles

of Marketing, Research etc.• And your command in all these combine to

make you the face of your agency.

Account Management

Its basically a multi dimensional course: 1. You need to deal with the client 2. You need to understand the people you are dealing

with at client’s end.3. You have to understand your own people4. You have to understand your agency. The

organizational culture.5. You need to understand client’s business 6. You should have very good knowledge of media

sciences, marketing, advertising etc.7. most important of all you need to understand the

business in general.

Key Economic IndicatorsFY11A FY12A FY13A FY14E

Real GDP growth (%)

3.6% 3.8% 3.7% 4.1%

Exports (US$bn) 25.4 24.7 24.8 25.3

Imports (US$bn) 35.7 40.1 39.0 41.5

Trade Deficit (US$bn)

(10.5) (15.8) (15.4) (16.2)

Inflation - CPI (%) 13.7% 11.0% 7.4% 8.6%

FDI (US$bn) 1.6 0.8 1.40 1.6

FX reserves (US$bn)

18.2 15.3 11.0 14.0

Remittances (US$bn)

11.2 13.2 13.9 15.8

KSE100 Index 12,496 13,801 21,006 29,653

PKR/USD parity 86.1 94.7 99.8 102

Key Economic Indicator

• GDP• Defence Expenditure• Development Expenditure• Debt Retirement• Budget Deficit• How the Government earns from the

economy.

Assignment 1.

• You are suppose to list down 1 news item DAILY, related to communication business and 5 newsitems related to general economy. From Sunday to Saturday.

• Every evening 10pm is the deadline for submission.

Communication Industry

We are generally focused on ad agencies but mainly thereAre 6 categories of communication agencies in Pakistanwhere you may get a chance to work:1. Advertising agencies2. PR agencies3. Media buying houses4. Creative houses5. Digital media agencies6. Outdoor media agencies7. Media monitoring agencies8. Brand Activation agencies

The Challenge

• The world over advertising budgets are decreasing. So can you convince your clients to invest more in advertising.

• At times how much a client spends actually depends on the client service manager.

Your Own Personality Test

• Account management is a diverse and engaging department that can be an exhilarating and fulfilling passion for the right person, and a nightmare for the wrong person.

• Your own personality analysis.• You should know who you are.• “To say "I love you" one must know first how to

say the "I".”

A Natural Account Manager

If you love team sports more than you loveindividual ones, and can come out of a looseruck with a smile on your face then you're readyto become an account manager.

Remember you are the face of your agency.

Definition

• The essence of successful account management is to structure a very well thought-out process to ensure that you have extreme clarity about what task needs to be accomplished in each and every client interaction, and to ensure that this process will consistently produce the most profitable results.

• Keep thing simple!• Process updates.

Account Management

• It is the job of the people within the account services department to keep the work flowing into the agency, by establishing good relationships with clients. Business Development.

• When a client relationship starts to go sour, for whatever reason, the members of the account services department will know about it before anyone else. It is their job to be proactive and maintain a good working relationship.

What You Require to be?

• You are employee of the client but actually paid by the agency. This was the first thing I was told in the agency.

• Account Manager is the representative of the agency to the client, and the mediator between the creative (and other departments) and the client.

• There are basically internal and external clients who need to be recognized.

• They use their direct knowledge of the business (e.g., problems, competitive positioning, category landscape and history) to influence and audit the brand creative and strategy, and to infuse the former with the latter.


• As the "face of the agency," people in account management need to be masterfully diplomatic, tactful and attentive, but also have to know how and when to tell the client "No," or to defend and sell the agency's creative despite client apprehension.

• Account Management personnel are / should be the most exposed in the ad world and must be adept at maneuvering handfuls of unique and difficult personalities and ensuring all work together effectively.


• Account management is rarely "creative" in the traditional sense, and barring an unfathomably tight deadline and blind eye from the creative director, A.M. never plays a direct hand in creating ad copy or design.

• Who wrote this copy? Who made this design?• One would expect to work between 42 and 52

hours per week.• Glamour position.

Qualities of an Account Manager

1. Faith in the agency’s creative ability.2. Guts to question the client’s motivations.3. Loyalty to the agency.4. Bonding with the creative team.5. Complete, absolute, obsessive knowledge

about the brand they handle.

Identifying Personal Management Qualities

Sense of optimism. A good manager needs to have hope for thefuture and a vision for how to get there. Apositive attitude will also motivate employeesand boost the team morale.


Notice creativity. This is a management quality that shows up asthe ability to solve problems in new ways, andthe spark in a process that gets people thinkingindependently and taking risks.Where is Account Manager’s creativity? May beits not in the design and the copy.


Identify motivation. Self-motivation is an important management quality because it means you are a self-starter and able to inspire yourself and others to act. Look for self-confidence as well. Without being arrogant, a good manager is confident and decisive.


• Make sure there is a flexible and calm personality. Good managers are able to change direction smoothly and adapt to those changes while staying calm and focused.

• Remember that emotions are okay, but should not drive business or leadership decisions. Having a calm and balanced approach to dealing with unexpected problems or sudden changes will demonstrate the ability to manage.


People who are dependable. Notice how often someone actually does what he says he is going to do. This is a sign of dependability. Timeliness, honesty and personal integrity are also signs that a person is dependable.

Identifying Professional Management Qualities

Organizational skills. Organization is an important management quality because keeping track of clients, projects and your own team members is necessary.


Assess industry knowledge. Whether the business is medicine, real estate, advertising or truck driving, a good manager will understand the industry and stay current in the field.


Identify delegation skills. In the professional workplace, a manager must know when to delegate. Otherwise, he or she will become overwhelmed with work and employees will feel like they are not trusted.


Notice communication skills. An essential management quality is the ability to communicate with people at all levels. Note the ability to communicate verbally and in writing. Good managers often do better with one form of communication over the other, but they must be able to write a clear email as well as they can hold an in-person meeting. Take maximum care in writing an email.

• Remember that giving and receiving constructive criticism is part of communication, and a necessary management quality. Criticism should be delivered in a helpful, non-threatening way.


Watch how relationships are developed. A good manager will be able to initiate and maintain relationships with customers, superiors, team members and people at all different levels. Look for a team player. The willingness to pitch in is a great management quality. Collaboration is essential to success.Identify the ability to value others. Good managers are not threatened by people who are smarter or better at something. They will value the contributions of every team member.