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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 strength- unity in diversity
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

                        Managing and Making Money
Scope of this EAL Session


                            Account Management

                            Account Leadership

                        Managing and Making Money

                              Creative Briefing
Scope of this EAL Session


                            Account Management

                            Account Leadership

                        Managing and Making Money

                              Creative Briefing

                            Creative Assessment
Scope of this EAL Session


                            Account Management

                            Account Leadership

                        Managing and Making Money

                              Creative Briefing

                            Creative Assessment

                            Creative Presentation
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
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

                           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
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
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!
What is Account Management?




             Everything...from service to leadership
What is Account Management?

                               Manages:

                                  Work

                                 Teams

                             Relationships

                                 Money

                   Nobody loves us but everybody needs us

                        And you can aspire to more...
Personality/Qualities

                           Open       Positive

                         Sociable      Driven

                        Resourceful    Skilled

                          Ethical     Informed

                        Trustworthy   Efficient

                        Tenacious     Organized
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
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 never hold him.”
                           James Hayhurst, DDB London
Enraging the Bull
Clients’ 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!”
Taming the Bull

Clients’ 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”
“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.”
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)
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
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
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
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
The Power of Getting the Basics Right


                               Excel at the Basics


Win 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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Mod 1 and 2

  • 1. Effective Account Leadership Lagos, March 2011
  • 2. DDB Mission To find creative solutions to business issues
  • 3. Our Arsenal Corpus of knowledge and experience Strategic Tools Network strength- unity in diversity
  • 5. Scope of this EAL Session
  • 6. Scope of this EAL Session Account Management
  • 7. Scope of this EAL Session Account Management Account Leadership
  • 8. Scope of this EAL Session Account Management Account Leadership Managing and Making Money
  • 9. Scope of this EAL Session Account Management Account Leadership Managing and Making Money Creative Briefing
  • 10. Scope of this EAL Session Account Management Account Leadership Managing and Making Money Creative Briefing Creative Assessment
  • 11. Scope of this EAL Session Account Management Account Leadership Managing and Making Money Creative Briefing Creative Assessment Creative Presentation
  • 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. Topic 1: Account Management Module 1: What it means Module 2: Mastering the basics
  • 14. What is Account Management? “Hard to define, but impossible to do without.”
  • 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. 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. 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. What is Account Management? Everything...from service to leadership
  • 21. What is Account Management? Manages: Work Teams Relationships Money Nobody loves us but everybody needs us And you can aspire to more...
  • 22. Personality/Qualities Open Positive Sociable Driven Resourceful Skilled Ethical Informed Trustworthy Efficient Tenacious Organized
  • 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. How to do it The Foundation of Good Client Relationships: Getting the Basics Right
  • 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. Enraging the Bull Clients’ 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. Taming the Bull Clients’ 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. “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. 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. 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. 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. 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. 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. The Power of Getting the Basics Right Excel at the Basics Win 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

Editor's Notes