Account Management

You can recognize a pioneer by the arrows in his back.
-Beverly Rubi

Account Management Workshop (for Marketing Firms)

Ad agency account people must lead their clients, not merely service them. The Account Management Workshop uses this as the guiding principle to help agency managers determine how to spend their time most effectively and productively.

Central to account leadership is developing a Client Leadership Strategic Plan, a straightforward process that shows account managers how to recognize opportunities on their accounts and how to foresee potentials problems in their business.

The 1.5 day workshop is designed for account people in their first five years in the agency business, although it can also be a good refresher for more senior account managers. It’s appropriate for anyone who maintains client relationships, such as P.R., Media, Interactive, and Creatives who have frequent client contact. The workshop can accommodate 50 people.

Workshop Content

One of the most useful features of the workshop is a self-administered survey on communications styles which helps account managers develop more effective communications with clients and agency teammates.

Participants will learn:

• The difference between “servicing” an account and “leading” it.

• How to earn credibility with clients.

• How to sell new ideas to clients.

• How to say “no” to clients.

• Reinvigorating client relationships with new ideas.

• Using individual communications styles to be more persuasive.

• Organizing work to spend time where it has the greatest impact.

• Techniques for getting along with difficult clients.

• The early warning signs of a relationship that’s going bad–and how to turn it around.

• What to do when mistakes happen.

• Creative thinking skills for account managers.

• How to inspire better work from other people in the agency.

• Account management responsibilities in the creative process.

• How to orchestrate great meetings.