The world doesn't need another account manager 4 as talk july 2012
- 1. THE WORLD DOESN’T NEED ANOTHER ACCOUNT MANAGER Gino Borromeo VP/Head of Planning McCann Worldgroup Philippines @manilapaper
- 2. “Advertising?!? They’re weird. They’re drug addicts. And they’re poor!” Advertising according to my mother
- 3. WHY ARE YOU IN ADVERTISING?
- 4. A LOVE FOR IDEAS
- 5. “CREATIVITY ISN’T AN OCCUPATION. IT’S A PREOCCUPATION” Sir John Hegarty
- 6. CREATIVITY IS CLASSICALLY DEFINED AS A PROBLEM SOLVING ACTIVITY
- 7. CREATIVE IS NOT A DEPARTMENT IN THE AGENCY
- 8. WE ALL HAVE A ROLE TO PLAY IN CREATING IDEAS THAT SOLVE BUSINESS PROBLEMS
- 9. WHAT COMES TO MIND WHEN YOU HEAR “ACCOUNT MANAGER”?
- 11. THE PITHY TITLE ‘ACCOUNT MANAGER’ DOES NOT ADEQUATELY CAPTURE THE IMPORTANT ROLE THAT YOU PLAY
- 12. THE ADVERTISING INDUSTRY ISN’T WHAT IT USED TO BE
- 13. THERE ARE MORE WAYS THAN EVER TO EXPERIENCE A BRAND
- 16. THE SOLUTION TO MANY MARKETING PROBLEMS IS NOT NECESSARILY JUST AN AD
- 17. KIT KAT MAIL CASE VIDEO http://youtu.be/XZlGZicH49o
- 18. EVERYTHING COMMUNICATES SOMETHING ABOUT A BRAND
- 19. ROM AMERICAN TAKEOVER CASE VIDEO http://youtu.be/41DflcblJz8
- 20. WE NEED TO THINK MORE BROADLY ABOUT WHAT IS “MARKETING COMMUNICATIONS”
- 21. A DIFFERENT ERA DEMANDS A DIFFERENT TITLE
- 22. ACCOUNT MANAGER ACCOUNT SERVICE CLIENT SERVICING
- 23. “The model that best captures the qualities of a star account person is that of an entrepreneur. Successful entrepreneurs bet on an idea. They assemble a team that can bring the idea to fruition. They often help people see the value of a new product that has not yet been created. They raise funds, create the economic model, and establish partnerships. They shape a culture where innovation and collaboration thrive.” Phil Johnson
- 24. BUSINESS LEADER
- 25. THE NEW JOB DESCRIPTION
- 27. BANK OF THE PHILIPPINE ISLANDS “CHRISTOPHER LAO - NATURE DOES NOT INFORM” CASE VIDEO
- 28. WHAT PROBLEM OR OPPORTUNITY IS WORTH SOLVING WITH CREATIVITY?
- 29. 2. IDEA ADVOCATE
- 30. IDEAS RARELY COME OUT FULLY FORMED
- 31. NURTURING AN IDEA WHILE IT IS STILL FRAGILE
- 32. SPOTTING THE POTENTIAL OF AN IDEA
- 33. BAND AID + HERCHCOVITCH CASE VIDEO http://youtu.be/biTFCew4pho
- 34. THE IDEA CAME FROM THE BUSINESS LEADER AND THE PLANNER
- 35. 3. EXECUTIVE PRODUCER OF IDEAS
- 36. PIZZA HUT SINGAPORE “THE MYSTERY PASTA RESTAURANT” CASE VIDEO
- 37. THE CLIENT BRIEF: Tell people that our new pasta line is good
- 38. THE REAL PROBLEM: Skepticism (which is coming from the brand name)
- 39. WE WERE ESSENTIALLY ASKING THE CLIENT TO... 1. REMOVE THE BRAND NAME 2. LAUNCH WITH A STUNT, NOT THE AD THEY ASKED FOR 3. DO THIS WITH A TINY BUDGET THAT WAS DESIGNED FOR A SERIES OF PRINT ADS
- 40. THE ‘ACCOUNT DIRECTOR’ WAS THE DIFFERENCE MAKER
- 41. HELPED CONVINCE THE CLIENT CEO ABOUT THE IDEA FOUND PARTNERS WHO COULD PRODUCE THE STUNT
- 43. 4. CASTER FOR DIFFERENT FORMS OF CREATIVITY
- 44. CREATIVITY ABOVE AND BEYOND THE 30 SECOND SPOT
- 45. COCA-COLA “LIVING BILLBOARD” CASE VIDEO http://www.youtube.com/watch?v=2NpgwgDMZdg
- 47. WHO SHOULD I WORK WITH?
- 49. CREATIVE AGENCY MEDIA AGENCY DIGITAL AGENCY SHOPPER AGENCY EVENT AGENCY AND OTHER SPECIALIST PARTNERS
- 50. SILK AIR “SILK AIR EXPLORERS” CASE VIDEO http://youtu.be/WD7SFlj--zk
- 51. 6 DIFFERENT AGENCIES BUT ONLY 1 ACCOUNT LEADER
- 52. THE PITHY TITLE ‘ACCOUNT MANAGER’ DOES NOT ADEQUATELY CAPTURE THE IMPORTANT ROLE THAT YOU PLAY
- 53. ACCOUNT MANAGER ACCOUNT SERVICE CLIENT SERVICING
- 54. THE WORLD DOESN’T NEED ANOTHER ACCOUNT MANAGER; IT NEEDS MORE BUSINESS LEADERS