thinkLA Ad U:account management

OCTOBER 13, 2015

THE ART OF ACCOUNT MANAGEMENT

WELCOME

so what’s the plan?

• Who are we?• Is Account Management right for you?• How we got here• Be the best account person you can be• A day in the life of the boss• Homework...but during class• Q&A

who are we?Lisa Tanner

Amy Wiedemann

does your personality suit this job?

what “type” are you?

how did we get here?

a little more about me…I LUCKED INTO THE AD WORLD&AND ACCOUNT

MANAGEMENT

1996(1)Minimum wage was $5.15 nationally(2)DVD’s launched in Japan(3)Ebay and Ask Jeeves were started(4)Internet users were 77 Million (today over 3 Billion)(5)Osama Bin Laden was still around(6)Prince Charles and Princess Diana got divorced(7)Atlanta held the Summer Olympics(8)Java programming language/Internet Explorer 3 released(9)Dallas d Pittsburgh in Super Bowl (27-17)(10)Bill Clinton wins a second term as President of US(11)GM starts selling first Electric car – EV1

Account Assistant

2015(1)Minimum wage is $7.25 nationally(2)Apple Watch released in the U.S.(3)Google and Facebook are the most visited websites(4)Over 3 Billion Internet Users(5)Kim Kardashian and Kayne West annouce their second

child(6)U.S. Women’s Soccer team wins the World Cup(7)Internet explorer is only the 3rd most used browser

behind Google Chrome and Firefox(8)Patriots def Seahawks to win 4th Super Bowl(9)Hilary Clinton announces her candidacy for President(10)Over 23 types of electric plug-in vehicles available in

the USVP, Account Director

advertising found me

who are my peers?

having goals is key

the rewardsIT MATTERS... BUT ITS NOT ALL THAT MATTERS

The corporate ladder

how did we get here?

a little more about me…

career pathGOAL NETWORKING SUCCESS+ =

career pathGOAL NETWORKING SUCCESS+ =

career pathGOAL NETWORKING SUCCESS+ =

career pathGOAL NETWORKING SUCCESS+ =

we all have too...

5 years from now you win an award for Account Manager of the Year.

What words would be used to describe you…

you’re a winner!• Be proactive• Own the schedule• Organized• Understand the deliverables• Instigator of action• Prioritize• Harvest what you learn• Mistakes are an important part of life• Experimental• High standards• Flexible• Good communication• Problem solver• Has fun/Enjoys life

• Goal-Oriented• Tactful• Proficient• Professional• Smart• Inquisitive/Asks questions• Brave• Confident• Relationship builder• Leader• Nice• Go-getter• Listens

what does it take to be successful?

Get the right people involved from the start Understand the deliverables Own the schedule Think through the possible solutions Keep the team organized and informed Know the success metrics Know the possible problems Be Polite Ask questions Follow-up Have a plan. And a back-up plan. And a back-up back-up plan. Prioritize Keep a checklist...and always carry a notebook. Learn something new just for the sake of learning something new!

instigator of action and creative ideas

= proactivity

harvest what you learn

Learn FROM your mistakes and how to apply those learning moving forward...not by continuing to make mistakes.

“True wisdom is knowing what

you don’t know”

you trust the person who says that, because…

(1) they didn’t make up an answer

(2) they were willing to admit they didn’t know

(3) they’ve showed initiative even before doing anything

(4) they’ve taken responsibility for finding the answer

(5) they now look like a good future resource

“I don’t know but I’ll find out”

*NOTE: Only use this if you actually have questions, don’t make up questions to look good. That’s lame. And annoying.

“I have a few questions*”

(1) if it’s appropriate ask them respectfully in the meeting

(2) if it’s not appropriate (as is often the case) write them down and schedule a meeting later to ask

manage your energy

Workers today are exhausted, emotionally depleted, unfocused, and lacking purpose

– The Energy Project

WE ARE IN AN ENERGY CRISIS

59%don’t regularly get

at least 7-8 hours of sleep

and / or often wake up feeling tired

69%have difficulty

focusingon one thing at a time,

and are easily distracted during the

day

70%of workers are disengaged,

or actively disengaged

what does it take to be successful?

communication is key

organized or dieTACTICS TO BEING ORGANIZED(1)AGENDA(2)STATUS REPORTS(3)CONFERENCE REPORTS(4)TO-DO LISTS(5)GOOGLE DOCS

make a plan Plan ahead Assume everything that

could go wrong will Never assume something is

going to happen unless you’ve made sure that it will in fact happen

Confidence comes from being prepared

Do your homework Be buttoned up

yes, and... • Never say no

• Problem solver

• Come with solutions

• Offer suggestions

• Be more than an order-taker

be the leaderYOU ARE THE QUARTERBACK

never forgetthe businessPlus you’ll look smart and

your client will love you.

IT’S THE RAISON D’ÊTRE

day in the life of a client

monday•6:00A – WAKE UP, CHECK EMAIL•6:30A – WORKOUT, CHECK EMAIL•7:30A – SHOWER, CHECK EMAIL•8:15A – DRIVE, CHECK EMAIL (AT RED LIGHTS)•9:00A – INTERNAL STATUS MEETING•9:30A – REVIEW SOCIAL ED CAL•10:00A – WRITE A BRIEF•10:30A – GET ASSETS FROM ANOTHER TEAM•11:00A – SIT WITH ANALYTICS, GO OVER MONTHLY REPORTING•11:30A – ATTEND A LEADERSHIP MEETING•12:00P – WORK ON SLIDES FOR XMAS EFFORT•12:30P – GIVE FEEDBACK ON CREATIVE•1:00P – HEAT UP LUNCH•1:30P – ARGUE WITH LEGAL ABOUT A PROCESS THEY WANT TO IMPLEMENT•2:00P – EXTERNAL ALL-AGENCIES CALL•2:30P – QA NEW LANDING PAGE DEV FINISHED

•3:00P – EMERGENCY BUSINESS MEETING•3:30P – BRAINSTORM ON HOW TO IMMEDIATELY INCREASE SALES•4:00P – ASSEMBLE A PRESENTATION FOR BLACK FRIDAY TACTICS•4:30P – DISCUSS CAREER DEV W/TEAM MEMBER•5:00P – GET BRIEFED ON 2016 FROM PRODUCT•5:30P – REVIEW SCOPE OF WORK DOCUMENT•6:00P – RECEIVE REVISED CREATIVE; RUN PAST OTHERS FOR APPROVAL•6:30P – TEAM HAPPY HOUR•7:00P – DRINK HEAVILY•7:30P – UBER HOME•8:00P – DINNER•8:30P – MORE EMAILS•9:00P – PLAN OUT THE NEXT DAY•9:30P – UNWIND•10:00P - BED

net net…

day in the life of an account director

a day in the life• Anticipate needs• Know where my boss is• Know where my teams is• Maintain control• Be positive• Set a good example• Be a creative champion• Look to the future• Ask tough questions• Answer hard questions• Provide theraputic advice• Remind myself and others we work AT the agency NOT the client• Keep up with my social life• Think strategically • Communicate• Create good work

• Look at tracking reports• Talk someone off the ledge• Know how the team is doing• Talk to my mom• Smile• Exercise/Workout• Read the trades and news• Send the CMO a friendly birthday card• Go out to lunch with the creatives• Work smarter• Do my timesheets• Call legal and ask WHY?• Build relationships• Sit in lots of meetings• Manage up....and down• Look at media spend/weight• Have an opinion; speak up

sound familiar?

mentoring

well, maybe 10...1. Perspective and Experience

2. Think outside the Box

3. Define and reach long-term goals

4. Accountability

5. Trusted source to discuss issues

6. Champion and ally

7. Expand your contacts and network

8. Open doors

9. Inspire

10. Work better

invest in yourself.seriously.

something to take back with you

educate yourself!WITH SOME BOOKS:Built to Last & Good to Great (Jim Collins)Made to Stick (Chip and Dan Heath)Hey Whipple, Squeeze This (Luke Sullivan)The Lean Startup (Eric Ries)Power (Jeffrey Pfifer)Ogilvy on Advertising (David Ogilvy)Collaborate or Perish (William Bratton & Zachary Tumin)Drive & A Whole New Mind (Daniel Pink)Blue Ocean Strategy (W. Chan Kim)Why We Buy (Paco Underhill)The Tipping Point & David and Goliath (Malcolm Gladwell)Ready Player One (Ernest Cline)

AND SOME NOT BOOKS:Top 10 TED TALKS (or all of them)http://www.onlinemba.com/blog/10-ted-talks-every-team-should-watch/

Wall Street JournalFortuneBusiness WeekTechCrunchWiredMashableEnergyproduction.comAd Week/Ad AgeAgency SpyThis Advertising Life Tumblr (trust us)

ultimately…PEOPLE DIE OF BOREDOM, NOT OVERWORK.

THE MORE YOU WORK, THE MORE YOUR CAPACITY INCREASES.

THERE ARE A LOT OF SMART PEOPLE IN ADVERTISING; THE HARD WORKERS SUCCEED.

thank you and good luck

Lisa Tanner: VP, Account Director @ rpaltanner@rpa.comLinkedin: https://www.linkedin.com/pub/lisa-tanner/1/5a4/a59