Agency Account Handling: Avoiding Blood, Sweat and Tears / Edition 1

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Overview

Agency Account Handling strives to distinguish between good account handling and great account handling.

This book will help you understand the wider picture of client servicing, give you satisfied customers and allow you to go home at night with a smile on your face. In reality it may not avoid all the 'blood, sweat and tears' but it will certainly reduce them to a manageable level.

Good account handlers know instinctively most of the principles associated with effective client servicing. What results in great account handling is the difference an individual makes, all those little agency touches that add up to a competitive advantage and, essentially, the decision by an individual to concentrate on the right mix of priorities which will produce the most effective results.

It should inspire people to strive for satisfied clients, fulfilled professional lives and strong client service departments.

"This book is a beacon for account handlers, giving insight, confidence and experience, whether you read it cover to cover or dip into relevant sections.
It shines a light on the path to success for burgeoning careers and wily old dogs alike."
—Steve Aldridge, Creative Partner, Partners Andrews Aldridge

"Indispensable! A soup-to-nuts analysis of all aspects of account management. A must for any ambitious account handler, from any discipline, who wants to further their career."
—Suki Thompson, Managing Director, The Haystack Group

"There is much to recommend Mike's book. First, it fills a gap in the market. I haven't come across anything on great account handling practice, previously. Second, it has terrific depth and breadth. But what makes Mike's book really special is that it is a book to learn from. Having worked with Mike a lot over the last five years I know that he knows his stuff. What I hadn't realised is that he has a rare gift for imparting his stuff in the infectious way that is a pleasure to learn from."
—Malcolm White, Executive Planning Director, Euro RSCG London

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Product Details

  • ISBN-13: 9780470871591
  • Publisher: Wiley
  • Publication date: 6/28/2004
  • Edition number: 1
  • Pages: 208
  • Product dimensions: 6.70 (w) x 9.70 (h) x 0.90 (d)

Meet the Author

Michael Sims

Mike Sims is Client Services Partner at Partners Andrews Aldridge, London UK. He is responsible for agency resourcing and overall agency delivery to clients. He has worked in both big and small agencies and has been involved in all areas of account handling, heading large and small client services departments. Since his arrival at Partners they have become the first agency to secure Campaign Direct Agency of the Year, the DMA Grand Prix and Precision Marketing Agency of the Year at the same time.
His sector experience covers automotive, telecoms, IT and financial services. He has worked on traditional and digital campaigns, consumer and b2b brands, and has led pan-European accounts.
Prior to working in agencies he was a teacher and worked in training and development in the marketing industry.

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Table of Contents

PREFACE.

1. CHOOSING AN AGENCY.

Preparing for the Search as a Candidate.

Why Do You Want to Leave?

What Do You Enjoy/Dislike about Your Job?

What Sort of Person Are You at Work?

What Sort of People Do/Don’t You Get on With?

What Do You Think of Your Current Agency Culture and Style?

Where Do You Want to Be in Five Years’ Time?

What Position Are You Looking For?

How Have You Made a Difference in Your Current Job?

What Type of Agency Environment Are You Looking For?

How to Work with a Recruitment Consultant.

As an Employer.

As a Candidate.

How to Prepare Yourself Mentally and Physically for the Interview.

Before the Interview.

During the Interview.

After the Interview.

How Agencies Could Improve Their Interview Process.

Before the Interview.

The Interview.

Unacceptable Questions.

Selecting a Candidate.

Making an Offer.

Selecting an Agency.

2. STARTING TO WORK WITH A NEW CLIENT TEAM.

How the Agency Can Ease the Induction Process.

Not so Unusual First-Day Howlers.

Starting off on the Right Foot.

Doing Homework on Your New Client(s).

Your First Few Weeks.

Getting Organized.

How You Can Help Your Team and Clients to Work with You Better.

3. THE DAY-TO-DAY RELATIONSHIP.

What Clients Want 44

Managing the Client Relationship during Campaigns.

Producing an Effective Creative Briefing.

Creative Presentations to Clients.

Managing Problems with a Creative Concept.

Moving Concepts Effectively to Campaign Execution.

Effective Campaign Communication with Internal Departments and Clients.

Working with the Creative Product.

4. CLIENT SATISFACTION.

The Value of Focusing on Client Satisfaction.

Customer Orientation.

Instituting a Satisfaction Review Process.

Improving Satisfaction through Performance.

5. MASTERING THE MOMENT.

Managing Difficult Situations.

Exploiting Excellent Situations.

Extending the Honeymoon Period.

Extending the Success of a Campaign.

Improving Your Presentations.

Getting Involved in Pitches.

6. LOOKING AFTER YOURSELF.

Being the Master of Your Own Destiny.

Setting Your Own Goals.

Enhancing Your Performance Appraisal Process.

How an Agency Can Maximize Personal Career Development.

7. TAKING CARE OF THE FINANCES.

The Principles of Running Campaigns Cost-Effectively.

Campaign Budgeting.

Securing Costs from Third Parties.

Preparing an Estimate.

Monitoring Costs.

Invoicing the Client.

Understanding a Campaign Financial Report.

Reconciling Campaign Financials.

Understanding an Account’s Financial Metrics.

Agency Profit and Loss.

Time Utilization/Billability.

Work-in-Progress Analysis.

Debtor Analysis.

Budgeting and Forecasting.

8. STEPPINGUPANDOUT.

Spotting Your Next Destination.

Removing the Obstacles of Hard Work and Stress.

Five Myths about Hard Work.

Managing Stress.

Equipping Yourself Well.

Moving from Managing to Leading.

EPILOGUE.

REFERENCES.

USEFUL INFORMATION SOURCES.

ABOUT THE AUTHOR.

INDEX.

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