Ad agencies: Account Leadership workshops for Account Management (Client Service)

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Adtherapy runs a 3  – 4 module Account Management programme (called Account Leadership, for obvious reasons). The job of Account Management  (also known as Client Service, we just hate that term) is to lead the creative development process and incorporates three key levels:

  1. Strategic guidance and interpretation
  2. Creative expertise (including selling)
  3. Business Management

Programme Outline

Strategic Account Leadership
Level 1
: Senior Executive: Business Unit Directors and Group Account Directors (Senior level – titles depend on the Agency)
Level 2: Middle Management: Account Director and Account Manager

Overview and aim

  • To create a higher level of strategic input and understanding from Account Management into all levels of their work – from taking the brief, to managing relationships, to building the business, to managing projects and internal relationships.
  • The role must be seen as a leadership role, internally and externally, not simply as a process role.
  • The course might highlight people who are most capable of delivering project management and not suited to strategic Account Management. In this case, this can be addressed by HR and they can be focused in a suitable position.

Outcomes

The outcome must be for each attendee to understand and apply the principles of strategic account management within an agency, with reference to internal workflow and relationship issues, agency profitability and reputation, getting and selling
great work and building strong client relationships.

Duration

Ideally, this is a three-day programme (per level) that covers the three core areas:

STRATEGIC ACCOUNT MANAGEMENT, CREATIVE ACCOUNT MANAGEMENT and BUSINESS ACCOUNT MANAGEMENT.

Outline of Programme

Workshop Duration Subject Topics

1

4-5 hrs

Strategic Account Management
  • Account Management roles;
  • What do you need to know;
  • Managing brands – agency and clients
  • Client challenges and how agency can help them;
  • Relationship building.

2

4 -5 hrs

Creative Account Management
  • Taking briefs – asking the right questions;
  • Creative briefs to inspire;
  • How to evaluate creative;
  • How to give constructive feedback;
  • Building a strong creative-account management partnership;
  • Partnering with Traffic and Production – key relationships;
  • Fostering a creative work environment.

3

4 -5 hrs

Business Account Management:(Money and Meeting Management)
  • Understanding remuneration;
  • Time and resource management;
  • The sales side of Account Management;
  • Negotiation skills;
  • Understanding how clients feel in creative presentations;
  • Roles and behaviour in meetings;
  • The art of Creative Presentations

Full Agency programme

The complete Agency programme incorporates the Creative and Traffic departments into the mix as it is vital that they operate together for the best results. It consists of three separate but related courses:

  • Strategic Account Management (as above)
  • Strategic Creative Leadership
  • Strategic Traffic Management

Programme One

Strategic Account Leadership (as above)
Level 1
: Senior Executive: Business Unit Directors and Group Account Directors (Senior level – titles depend on the Agency)
Level 2: Middle Management: Account Director and Account Manager

Programme Two

Strategic Creative Leadership Programme
Duration: 3 x 2 hour sessionsOverview and aim

  • For Creatives to understand how the business of advertising works, why time-sheets are important, but more so, how they can contribute to the financial success ad growth of the agency.
  • Also for them to understand more of the client world, and how that world impacts on their briefs, on their meetings and relationships, and the work that is bought.

Outcomes
The outcome must be for each attendee to understand the business side of advertising – from the agency side and the client side, and how they can play a key role in enhancing this.


Programme Three

Strategic Traffic Management
Duration: 2 x 2 hour sessionsOverview and aim

  • To create a higher level of strategic input and understanding from Traffic into all levels of their work, so that they enhance the work flow and output between Account Management and creative.
  • This will require a greater understanding of excellent briefing, insights and overall understanding of Client business, agency business as well as the nuances of managing Client relationships, building the business, managing projects and managing internal relationships/processes.
  • The role must be seen as a leadership role, internally and externally, not simply as a process role.
  • The course might highlight people who are most capable of delivering project management and not suited to strategic Account Management. In this case, this can be addressed by HR and they can be focused in a suitable position.

Outcomes
The outcome must be for each attendee to understand and apply the principles of Strategic Traffic Management within an agency, with reference to internal work flow and relationship issues, agency profitability and reputation, getting and selling great work and building strong client relationships.