How to be a good account handler.ppt

HOW TO BE A GOOD ACCOUNT HANDLER ROLES RESPONSIBILITIES ACCOUNT EXECUTIVE The Player The principle role of the Account Executive is to EXECUTE THE PROCESS OF DEVELOPING ADVERTISING ACCOUNT MANAGER The Captain The principle role of the Account Manager is to MANAGE the process of developing advertising ROLES RESPONSIBILITIES ACCOUNT DIRECTOR The coach The principle role of the Account Director is to DIRECT the process of developing advertising ROLES RESPONSIBILITIES ACCOUNT EXECUTIVE The key responsibility - to learn Learning by observation and learning by doing. The basic principles of what makes a good ad should be understood first and the systems which Saatchi Saatchi use to go from receiving Client’s brief to selling a finished advertisement. ROLES RESPONSIBILITIES ACCOUNT EXECUTIVE Style – A lot of running around The challenge is to understand what’s required, when by and how to prioritise a long and varied list of things to do, without forgetting to do any of them ROLES RESPONSIBILITIES ACCOUNT EXECUTIVE Proficiency of role – AE may not be involved in the strategic development of his client’s business due to his/her own workload. However an AE should be on tope of exactly what is going on and if anything is unclear or the AE needs updating. It’s his/her responsibility to request this from his supervisor. ROLES RESPONSIBILITIES ACCOUNT EXECUTIVE How to be a great Account Executive – Be Alert Be organised Be keen Be yourself ACCOUNT EXECUTIVES Preparation for Client meetings – well in advance of the meeting Confirm attendees of the meeting (Agency/Client) where/when it will take place Book a meeting room with Reception Arrange refreshments prior to the meeting Arrange transport if necessary ACCOUNT EXECUTIVES Preparation for Client meetings – PRE Try to make a list of things you think will be needed for a coming meeting and go through this list with your supervisor Prepare Agenda and forward to Client prior to meeting Ma