5 things every Account Manager should know
Written by Mihai Dragan on Tuesday, November 11th, 2008 ( 4 responses )
Tags: account management, account manager, Interactive Advertising, interactive agency business, tips
Being an Account Manager (or Account Executive) in an interactive agency is not easy. You have to deal with clients, creative people, sales people and pretty much everyone else. So - what does an Account Manager really have to know ?
1. You work for the agency AND the client.
Please notice I’ve put the agency first because that’s the people you work for. Do try to solve as many as problems as possible, serve the client as best as you can, understand as much as possible about the business the client runs and offer the best solutions. But … as a member of the agency you work for.
2. You manage an account, not the creative team
This means you are neither superior or inferior to the creative team. You are colleagues and part of the same team. You have the same goals but use different means of getting there. Let the creative management to the creative director. Feeling creative? Offer your feedback to the team but don’t force them to follow it.
3. Avoid conflicts at any cost
You do not want people being pissed of at you. Yes, I am being a little harsh but that’s the truth. An account manager’s main purpose is keeping things running smooth. Conflict does not define “things running smooth”.
4. You are the client and the agency
In front of the agency you represent the client. As the client is concerned you are the agency. Find a balance and try to offer the best of both worlds.
5. Know your client better than he knows himself
Try to find out everything there is to know about the business the client is in. Be proactive. Find solutions for the problems they had for years. Give them answers before they ask and always, always be prepared for the unplanned.
Comments:
on Tuesday, November 11th, 2008
Good info … you could also add some info about past experience/skills etc.
on Tuesday, November 11th, 2008
excellent article! There’s room for a few more, of course. Like:
Avoid personal interpretation, and assumptions, they are the mother of all fuck up’s.
A happy Creative team can go a long way. Of course you should avoid conflicts, a hostile creative team is your worst nightmare, but more than that you should keep them happy. Work with them, fight for their ideas, learn from them and be sure to show appreciation for their work.It will come back to you tenfold.
Dumb clients are the majority. They are the De facto standard but they are the ones who will teach you the most stuff about being a good account.
Be very carefull what you promise the client. Make sure you double check with the guys that will be doing that shit. If you don’t either you will be in the position of promising sonething imposible, or bring about the rage of the guys who need to actually fullfil your promise.
P.s. Do you have any advice for the developers ?
on Tuesday, November 11th, 2008
Very nice article and very useful as well.
Yes, it is difficult to be an Account Manager but ONLY if you are trying hard to follow all the rules.
And the most difficult rule to follow is number 3. Sometimes you can’t be so patient and impartial and understanding with everyone.
But you know what? If you can do it, this will give you lots of rewards at a personal level. You will come to know people, to be able to forgive, to be a good negotiator and it also will make you very happy and at peace with yourself.
on Tuesday, November 11th, 2008
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