Michael Sims's Agency Account Handling: Avoiding Blood, Sweat and Tears PDF

By Michael Sims

ISBN-10: 0470871598

ISBN-13: 9780470871591

This publication presents advertising, ads, and branding execs with the last word advisor on find out how to deal with a brand new account and the way to effectively continue current debts. it's a sensible guide that lays out directions, suggestions, and strategies for professionals looking to maintain their consumers chuffed.

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Extra resources for Agency Account Handling: Avoiding Blood, Sweat and Tears

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Life is too short to feel guilty about good intentions. Otherwise, go on a long train journey and read all that backlog of Campaign. On that subject, reading client trade press is essential – don’t see it as an extra or a luxury. Don’t allow ‘desk creep’. This happens in two forms: one through your colleagues’ mess starting to take over your desk; the other through your boss moving their unfiled correspondence onto your desk. A firm conversation and/or an easy filing system is needed. ’) and two minutes of getting up from your desk and looking for a file that the person could have looked for themselves.

Some people think that this ‘in at the deep end’ approach is character building. It may be for certain people, but it is not productive and it slows down client work. Quite naturally, friends of the newcomer will ask them how it was in the first week. Imagine that these friends are your most profitable clients. Here are a few guidelines to impress the newcomer’s friends: ž ž ž Invite the new member to join the team for an informal drink at the agency or a local bar a few days before starting. ) Set them up with a ‘buddy’, an account handler who is at the same job level as your new team member, but on a different account.

This does not imply that they are irresponsible with the client’s money. It is more the fact that, as the budget is an unintegrated account of the campaign, it is paid less respect. There are occasions when the client does not provide a budget but asks the agency to come up with ballpark figures on how much it should cost. Such an approach is understandable and gives the agency flexibility, but it does not strengthen an agency’s relationship to and its discipline with the budget. Campaigns where an allowable marketing spend per unit is established initially are examples of more accountable, ‘integrated’ campaigns.

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Agency Account Handling: Avoiding Blood, Sweat and Tears by Michael Sims

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