AGENCY SERVICES Wishbone/ITP Inc. enough for account managers to say they left a message with the client to call them back.They must make it their responsibility to connect with the client and close the loop.This is an important trait that all of the best account people have in common. It is more than following up; it’s about making the communication happen. Delivering on the Promise The next and most important step, is delivering on the agreedupon cre ative/strategic product.The work has to be there; that is a given.The difference boils down to not just good, solid account service — delivering on time, on bud get, with no surprises — but exceeding expectations. At the end of the day, account management is much more than just saying “yes.” It is about ensuring that the machine works to deliver excellence at every step of the process.The job of account service is to make sure that happens. “Yes,sure,no problem,tomorrow is fine.” It is easy to say yes to a client request.After all isn’t that what account people are supposed to do? Actually the answer to that question is more complex than it seems. E ffectively managing client relations is rooted in the primary responsi bility of an advertising agency — delivering a quality strategic and cre ative product — on time and on budget. If the product delivered exceeds the client’s expectation then the relationship is obviously well managed. But how do account managers ensure that they get to that successful outcome? How do they keep the client happy along the way and make sure the creative/strategic product isn’t compromised? Developing a Blueprint The first step is to make sure that the agency and the client are in agreement with the blueprint for the assignment.This takes the form of a creative work plan, something that is usually viewed as a nuisance by most account people.This is probably the most important document for ensuring your success and, as a result, keeping your client happy.This document needs to be a thoughtful review of the thinking behind the direction. It must first be a collaborative encounter between the account and creative teams.Then it needs to be a wellreviewed “contract” with the client. If this step is well executed, the rest of the work should flow from common expectations. Managing Expectations Managing those expectations is the next step.Account managers can do this by making sure that they are constantly in tune with the market dynamics facing the client and the brand.This is accomplished by consistent and thorough review of market data, salesforce insights, and clinical data. In addition, account managers need to understand the pressures facing the client, such as external issues relat ing to the political climate and internal pressures related to salesforce resources. Once account managers have this information, their next step is to use it proac tively and effectively. Communication Information is only useful if it is infused in an account manager’s thinking and is communicated to the client. So this step is really about communication. It is not WISHBONE/ITP INC., NewYork, is an independent, fullservice healthcare advertising agency. For more information, contact Steven Michaelson at 6464869700. Renee Mellas Partner/Director of Client Services Account management is much more than just saying “yes.” It is about ensuring that the machine works to deliver excellence at every step of the process. Managing Client Relations
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