For those who do not know what the Account Service area is about here is a description. Your primary responsibility is to interact with the agency’s clients. This unit is in the middle of the client and the different areas within the organisation. Your tasks are to ensure executions on time, to manage the budget, to educate the client, to avoid unnecessary changes regarding creativity, to build up reports, to analyse campaigns, to be aware of competitors, to let other areas to work with freedom, etc.
Sound easy, right? Well, is not. Most of the time, your colleagues think you are working only for the client and that is when you suddenly become the enemy.
The main skills you need to do this job are to be:
- Organisational skills
- Negotiation abilities
- Strategical aptitudes
- And the most important one PATIENCE
Depending on the type of agency and environment you work for, you can be:
- What I call an “Administrative” Account Manager
- Strategic & Cool Account Manager
If you belong to the first group, then your only concern is to go home early and do exactly what you are told to do. You do what the client want. And you know what that means “if the client is happy, we are all happy”. Is not bad, but I definitely would not choose to be a part of this group. Instead, I consider myself to be a part of the second group. That is mainly thanks to my first job at BBDO, a very strategic and creative agency. At some point, we were doing account management and planning tasks at the same time which were an excellent opportunity to:
- Understand our client’s industries
- Analysing and monitoring competitors
- Building reports
- Add value to every single task
- Preserve the creativity
- Work together with our clients as one team
Normally agencies say, “The client is always right”. However, if the client is always right then we are not doing our job correctly. It is highly important to add value to every single task you do. Brainstorming, researches, get insights from the audience, try to be in the customer’s shoes are some of the techniques you can acquire for it.
In this way, the job is more interesting, you feel more useful, you will gain more respect from your colleagues and clients. You will start having a different point of view that will differentiate yourself from other people which means having the possibility to build long term relationships.
If we are going to spend, at least, 9 hours of our life, let’s make it worth it then!
So, which kind of professional do you want to be from now on?! 🙂
Do not forget to check my blog post about Glossary of Advertising Terms if you are a Spanish speaker!