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Agency account management
your instant skill building toolkit

Become a more effective
Account team

52 weekly
self-trainers
Financial management/
profitability
Time management Increase your team’s profitability Talent retention WIP management Monitoring the costs Invoice asap Key financial indicators Forecasting future billings/income Campaign budget management
Campaign management
3 months
12 months
Client value from the
agency relationship
Deliver
maximum value
to your client
The foundations
of a successful relationship What your Clients want How to
be charming Why things can go
badly wrong Negotiation skills
Annual
Client/Agency
review
What Clients want from us Agency Review Pitch - and how to win it Managing the annual
Client/Agency
review Use the templates
(see section 11) How things a can quickly
go wrong Measuring agency
performance
New business
pitch win
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New Business
concept map guide
Insight Creative
development Strategic planning Agency Review Pitch PowerPoint Mitigate their
perceived risks Request a tissue session? Thank you! What's in it for them? Discuss,
don’t lecture Presentation Action points Be charming
New client


The 'honeymoon
period'
Arrange an
Induction for each Client Mandatory checks to agree at
the Client Induction 1. Understand what each particular Client
wants, and how they like to work 2.Establish the foundations for a successful
relationship Meet with the Purchasing/Procurement team Agree the best way to brief the agency Signed Contract Create, manage and exceed expectations
Account
Planning
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Account Planning
concept map guide
Customer
insight Analytics Proposition Data analysis Communication
strategy
Insight





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Insight
concept map guide
Google analytics Buyer behaviour
B2B TGI Customer insight Marketing campaign
analysis Data analysis MIS Buyer behaviour
Consumer
Communications
media, strategy and
tools
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Communication
strategy
concept map guide
Audit Advertising strategy Direct marketing strategy Digital strategy PR strategy Sales promotion strategy Website – more converted traffic Marketing plan Positioning strategy Recruit more customers, and get
them to spend more, for longer Analytics Targeting strategy Segmentation Media planning Video marketing Mobile strategy Social media strategy Content marketing strategy Email marketing
Data
Management
Data management Single customer view Data analysis Get insight from data Recency, frequency, value Data Protection Act Data planning
Campaign
Strategy
Develop your strategic skills Communication
strategy Audit Advertising strategy Direct marketing strategy Digital strategy PR strategy Sales promotion strategy Website – more converted traffic Marketing plan Positioning strategy Recruit more customers, and get
them to spend more, for longer Analytics Targeting strategy Segmentation Media planning Video marketing Mobile strategy Social media strategy Content marketing strategy Email marketing
Media
Planning
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Media planning
concept map guide
Most trusted media Media objectives Profile/persona Target audience Media plan
Your personal
development

What are the
‘rules of success’? 1. What are your personal goals? 2. How do you plan to achieve them? Writing skills – improve them Presentation skills – improve them Time management – improve it Seven habits of highly effective people How to be strategic Get noticed
How to get
promoted
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Get promoted
concept map guide
Get good at
Commercial management Climb the agency ladder Charming and
sociable Passion Integrity/trust Commitment ‘Can-do’ attitude Self management Leadership Diplomatic Drive and
determination
Metrics
and
analytics
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Marketing
analytics
concept map guide
Goals and
objectives Creative work evaluation KPIs
Briefing
and
buying
Briefing
and buying Obtaining a quote Briefing Creative Templates
Team
management
Team meeting
agenda Facilitating a brainstorm Delegate to an
individual Delegate to your
team Coaching Mentoring Appraisals Training Team management Team manager skills Leadership skills Time management Motivating your
team
Time
management
Time management
A quick guide Templates
make you much more effective Delegation
to an individual Time management
for meetings Delegation
to the team
Appraisals
Managing
effective appraisals How to get promoted Coaching Account/Campaign Executive
Job description Account/Campaign Manager
Job description Senior Account/Campaign Manager
Job description Account Director
Job description Basic principles of account
management
Problems
How to solve a
problem Maintain a positive attitude under pressure
(i.e. when stressed!) Client won’t buy the creative
Brand
development/
management
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Brand
development
concept map guide
Brand audit Differentiation Brand
principles Reputation Lots more on Branding... Rebranding Positioning
Win
awards
How to win
awards
Creative
development
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Creative
development
concept map guide
Proposition Pen portrait Persona SWOT Strategy planning meeting Target audience Segmentation Stick to ONE primary objective Creative objectives Testing Concept research Brainstorming Call to action Integration Governing idea Brand guidelines Coding Award winning Common errors Legal Presentation ROI Analysis Headline writing Copywriting skills Client won’t buy the
creative work! Strap lines How to be creative Media planning Timing Budgeting Evaluating the Creative Insight Creative briefing Positioning Competitive advantage
Research
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Research
concept map guide
Brief the research agency Creative concept
research Your MIS Quantitative Marketplace analysis Competitor analysis Customer insight Analytics Data Buyer behaviour – B2B Buyer behaviour - consumer Sample size Qualitative Market information
companies Desk research Listen to social
media
Market
and
competitor
analysis
Situation analysis Marketplace analysis Competitor analysis Customer insight Desk research
Budgeting
Budgeting 1. Estimate or budget breakdown? 2. Supplier estimates 3. Estimate for approval 4. Monitoring costs 5. Invoicing the Client Insurance? Variable costs? Always include a contingency VAT Test budget
Legality
Legal sign off during campaign
development Your legal responsibility
as a Marketer ASA UK legislation that you must
adhere to Ethics CAP codes
Presenting
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How to make a
great presentation
concept map guide
Presenting the Creative work Pitch presentation Being articulate Research report presentation What often goes
wrong Good PowerPoint
design
Collaboration
with other
agencies
What your Client wants from
agency collaboration Working with other agencies
An 8-point plan Campaign management
Clickable concept map