How to be a good account handler

1、 HOW TO BE A GOOD ACCOUNT HANDLER ROLES & RESPONSIBILITIESACCOUNT EXECUTIVEThe PlayerThe principle role of the Account Executive is to EXECUTE THE PROCESS OF DEVELOPING ADVERTISINGACCOUNT MANAGERThe CaptainThe principle role of the Account Manager is to MANAGE the process of developing advertisi

2、ngROLES & RESPONSIBILITIESACCOUNT DIRECTORThe coachThe principle role of the Account Director is to DIRECT the process of developing advertisingROLES & RESPONSIBILITIESACCOUNT EXECUTIVEThe key responsibility - to learnLearning by observation and learning by doing. The basic principles of wha

3、t makes a good ad should be understood first and the systems which Saatchi & Saatchi use to go from receiving Clients brief to selling a finished advertisement. ROLES & RESPONSIBILITIESACCOUNT EXECUTIVEStyle A lot of running around The challenge is to understand whats required, when by and h

4、ow to prioritise a long and varied list of things to do, without forgetting to do any of themROLES & RESPONSIBILITIESACCOUNT EXECUTIVEProficiency of role AE may not be involved in the strategic development of his clients business due to his/her own workload. However an AE should be on tope of ex

5、actly what is going on and if anything is unclear or the AE needs updating. Its his/her responsibility to request this from his supervisor.ROLES & RESPONSIBILITIESACCOUNT EXECUTIVEHow to be a great Account Executive Be AlertBe organisedBe keenBe yourselfACCOUNT EXECUTIVESPreparation for Client m

6、eetings well in advance of the meetingConfirm attendees of the meeting (Agency/Client) where/when it will take placeBook a meeting room with ReceptionArrange refreshments prior to the meetingArrange transport if necessaryACCOUNT EXECUTIVESPreparation for Client meetings PRETry to make a list of thin

7、gs 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 meetingMake enough photocopies of relevant documents for attendees, allowing for a couple of sparesACCOUNT EXECUTIVESPreparation for Client meetings at least t

8、en minutes before the meetingCheck that the room has enough chairsEnsure pads, pencils & Agenda are laid out correctly.Ensure all AV/ Presentation aids are set up correctly and workingQueue up any tapes to be shownBefore you go, ask yourself “will this room impress my client” Brief Receptionist

9、on visitors attendingACCOUNT EXECUTIVESPreparation for Client meetings during/after the meetingWhen the client is arrived, offer him/her a drink and later offer refillsMake lots of notes so you can write a contact report as soon as the meeting is overAfter the meeting is over, make sure the room is

10、cleared of all paper/materials relating to the meeting for confidentiality purpose)ACCOUNT EXECUTIVESWriting a Contact Report after a Client meeting / contact.A record of the key point of discussion, decisions taken and action points agreedContact Reports to be with Client within 24 hrs of meeting /

11、 contactACCOUNT EXECUTIVESWriting a Weekly Status ReportA comprehensive report covering current job status, future development, research, media and financial issuesStatus Reports to be updated in conjunction with the supervisorACCOUNT EXECUTIVESBillingGet hold of cost estimate and draft quotation fo

12、r every jobGet approval from ADSend quotation to the client and chase for clients approvalIf a job involves a deposit, make sure the deposit invoice is issued ASAPOnce the job is done, close job and bill immediatelyACCOUNT EXECUTIVESMaintaining a Client Finance FileA comprehensive record of all fina

13、ncial matters relating to the ClientReceivable Statement, Budget Summary, Revenue Forecast.Production Estimates, Production Invoices (1st 50% & balance), PDN etcKey financial correspondence, Client ContractACCOUNT EXECUTIVESMaintaining a Brand Fact FileA record of all key facts regarding the bra

14、nd, including key strategy documentsMarket size/growth over last 3 yearsMarket share over last 3 yearsAdvertising expenditure SOV over last 3 yearsCompetitive creative strategySummary of Brand StrategyMedia plan, media strategyACCOUNT EXECUTIVESMaintaining a Client FolioA comprehensive record of all

15、 work produced for each ClientVHS / U-matic historical reel of all TVCsAudio tape historical reel of all radio commercialsProofs or copies of all final print advertisements and printed itemsACCOUNT EXECUTIVESMaintaining a Client Folio - TipsOrganize tapes in a storage place and label them so you can

16、 find the correct one quickly when its requestedDo not keep copies of the same ad. Where possible (when a film has been finally approved) clear out any previous versionsUse a master reel to carry all the competitive advertising and your brands historical advertising to date. Add on to these masters

17、as and when you have new filmsACCOUNT EXECUTIVESMaintaining a Client Folio - TipsIf someone borrows a tape it is your responsibility that the tape is returned so keep a note of tapes in/tapes outAlways double check dubs are accurate before delivering to the requesterACCOUNT EXECUTIVESWriting a Job B

18、riefWriting a Job Brief for revisions or simple jobsACCOUNT EXECUTIVESIssuing a Production Timing PlanEnsuring that Production Timing Plans are prepared for all jobs and regularly updatedEnsuring that all relevant people are informed of timingACCOUNT EXECUTIVESMaintaining a central file & Archiv

19、e FileCome up with comprehensive and user friendly filing systemUpdate filing regularly timelyKeep filing completeEnsure filing drawers and cabinets are well organised and tidyACCOUNT EXECUTIVESMemo WritingWriting a Telefax or MemoWriting an Agenda, Contact Report, Status Report, Research Summary et

20、cRaising a Job No. with a Job Order formWriting a Progressive Job Sheet to request workPreparing a working scheduleClosing Jobs on completion and billingACCOUNT EXECUTIVESMonitoring and reporting of competitive & market activityWeekly check and send new competitive TVCs to client as soon as it a

21、ppears with back translationMonthly competitive review presentationCopy the ad onto your competitive reelAlso monitor and analyses print/magazine competitive adsDo a store check regularly and update the news flashACCOUNT EXECUTIVESTime management and progress control of all jobs / projectsEnsuring q

22、uality control across all aspects of Client serviceContributing to the creative processBuilding strong relationships with your Clients and team membersThinking of InitiativesKeep your eyes and ears open for new ideas related to your brand and dont afraid to share themACCOUNT EXECUTIVESQUALITIESEnthu

23、siasm and CommitmentReliability and TrustworthinessDiligence and attention to detailTake initiatives and be proactiveResourceful and solution orientedAbility to develop good relationships, internal & externalAbility to be an enthusiastic team playerACCOUNT EXECUTIVESSKILLSOrganizational skillsTi

24、me management skillsCommunication skillsComputer skillsACCOUNT EXECUTIVESKNOWLEDGEA thorough understanding of the AE role and responsibilitiesA thorough understanding of A/M working systems and proceduresA basic understanding of the Clients brands and businessACCOUNT EXECUTIVESKNOWLEDGE - ContdA bas

25、ic understanding of marketing principlesA basis understanding of the Saatchi & Saatchi WayA basis understanding of the Media environmentACCOUNT MANAGERSOnce an individual has gained sufficient experience in the AE role and has acquired the necessary qualities, skills and knowledge, they may then

26、 be considered for promotion to Account Manager.ACCOUNT MANAGERSThe Account Manager role is where the individual begins to shift the focus of their attention towards managing rather than just executing. Furthermore, the individual becomes more involved in the thinking process that leads to effective

27、 and distinctive advertising.ACCOUNT MANAGERSHowever, an Account Manager does not relinquish the responsibilities of an Account Executive. Rather, the individual assumes accountability for the AE role.ACCOUNT MANAGERSResponsibility for the Account Executive role, either directly, or through the mana

28、gement of an Account ExecutiveResponsibility for on the job training, motivation and development of Account ExecutivesACCOUNT MANAGERSDay to day management of the Account.Managing, motivating and training their team of Account ExecutivesAssisting the Account Director & S/Planner in writing the s

29、ummary of Brand StrategyAssisting the Account Director & S/Planner in writing Communication PlansResponsibility for Quality controlACCOUNT MANAGERSQUALITIES (In addition to more developed Account Executive qualities)Independence / self motivationAbility to earn respectACCOUNT MANAGERSSKILLS (In

30、addition to more developed Account Executive skills)Management/Supervisory skillsTraining skillsStrategic thinking skillsCreative thinking skillsWriting skillsPresentation skillsACCOUNT MANAGERSKNOWLEDGEA thorough understanding of the AM role and responsibilitiesA thorough understanding of A/M worki

31、ng systems and proceduresA thorough understanding of the Clients brands and businessACCOUNT MANAGERSKNOWLEDGE - ContdA thorough understanding of the competitive environmentA thorough understanding of the Saatchi & Saatchi WayA thorough understanding of marketing principlesACCOUNT MANAGERSKNOWLED

32、GE - ContdA thorough understanding of the Media environmentA basic understanding of Media PlanningACCOUNT DIRECTORSThe Account Director role is significantly different to that of an Account Manager in that it represents a complete shift in focus, from following direction to leading direction.ACCOUNT

33、 DIRECTORSAn Account Director is accountable for the quality of the Agencys product (both strategic and creative) and the quality of the Client / Agency relationshipThe role also carries responsibility for generating additional revenue, account profitability and account tenureACCOUNT DIRECTORSGiven

34、the above, it is critical that an individual possesses the necessary qualities and skills required by an Account Director, as well as having gained sufficient experience, before they can be considered for promotion to this key position.ACCOUNT DIRECTORSResponsibility for on the job training, motivation and development of Account Managers and Account ExecutivesDual responsibility with the S/Planner for writing the Summary of Brand Strategy. (Final responsibility lies with the S/Planner)Accountability for the quality