1.
Client Service
&
Account Management
Introduction
Lecture 1.

2.
So how do you know a person?
Is he / she a good person or not so
good a person

3.
Account Management
• All that you have done boils down here.
• Brand Management, Media Planning, Principles
of Marketing, Research etc.
• And your command in all these combine to
make you the face of your agency.

4.
Account Management
Its basically a multi dimensional course:
1. You need to deal with the client
2. You need to understand the people you are
dealing with at client’s end.
3. You have to understand your own people
4. You have to understand your agency. The
organizational culture.
5. You need to understand client’s business
6. You should have very good knowledge of media
sciences, marketing, advertising etc.
7. most important of all you need to understand
the business in general.

5.
Key Economic Indicators
FY11A FY12A FY13A FY14E
Real GDP growth (%) 3.6% 3.8% 3.7% 4.1%
Exports (US$bn) 25.4 24.7 24.8 25.3
Imports (US$bn) 35.7 40.1 39.0 41.5
Trade Deficit (US$bn) (10.5) (15.8) (15.4) (16.2)
Inflation - CPI (%) 13.7% 11.0% 7.4% 8.6%
FDI (US$bn) 1.6 0.8 1.40 1.6
FX reserves (US$bn) 18.2 15.3 11.0 14.0
Remittances (US$bn) 11.2 13.2 13.9 15.8
KSE100 Index 12,496 13,801 21,006 29,653
PKR/USD parity 86.1 94.7 99.8 102

6.
Key Economic Indicator
• GDP
• Defence Expenditure
• Development Expenditure
• Debt Retirement
• Budget Deficit
• How the Government earns from the
economy.

7.
Assignment 1.
• You are suppose to list down 1 news item
DAILY, related to communication business and
5 newsitems related to general economy.
From Sunday to Saturday.
• Every evening 10pm is the deadline for
submission.

8.
Communication Industry
We are generally focused on ad agencies but mainly there
Are 6 categories of communication agencies in Pakistan
where you may get a chance to work:
1. Advertising agencies
2. PR agencies
3. Media buying houses
4. Creative houses
5. Digital media agencies
6. Outdoor media agencies
7. Media monitoring agencies
8. Brand Activation agencies

9.
The Challenge
• The world over advertising budgets are
decreasing. So can you convince your clients
to invest more in advertising.
• At times how much a client spends actually
depends on the client service manager.

10.
Your Own Personality Test
• Account management is a diverse and
engaging department that can be an
exhilarating and fulfilling passion for the right
person, and a nightmare for the wrong
person.
• Your own personality analysis.
• You should know who you are.
• “To say "I love you" one must know first how
to say the "I".”

11.
A Natural Account Manager
If you love team sports more than you love
individual ones, and can come out of a loose
ruck with a smile on your face then you're ready
to become an account manager.
Remember you are the face of your agency.

12.
Definition
• The essence of successful account management
is to structure a very well thought-out process to
ensure that you have extreme clarity about what
task needs to be accomplished in each and every
client interaction, and to ensure that this process
will consistently produce the most profitable
results.
• Keep thing simple!
• Process updates.

13.
Account Management
• It is the job of the people within the account
services department to keep the work flowing
into the agency, by establishing good
relationships with clients. Business
Development.
• When a client relationship starts to go sour,
for whatever reason, the members of the
account services department will know about
it before anyone else. It is their job to be
proactive and maintain a good working
relationship.

14.
What You Require to be?
• You are employee of the client but actually paid by the
agency. This was the first thing I was told in the agency.
• Account Manager is the representative of the agency
to the client, and the mediator between the creative
(and other departments) and the client.
• There are basically internal and external clients who
need to be recognized.
• They use their direct knowledge of the business (e.g.,
problems, competitive positioning, category landscape
and history) to influence and audit the brand creative
and strategy, and to infuse the former with the latter.

15.
What You Require to be?
• As the "face of the agency," people in account
management need to be masterfully diplomatic,
tactful and attentive, but also have to know how
and when to tell the client "No," or to defend and
sell the agency's creative despite client
apprehension.
• Account Management personnel are / should be
the most exposed in the ad world and must be
adept at maneuvering handfuls of unique and
difficult personalities and ensuring all work
together effectively.

16.
What You Require to be?
• Account management is rarely "creative" in
the traditional sense, and barring an
unfathomably tight deadline and blind eye
from the creative director, A.M. never plays a
direct hand in creating ad copy or design.
• Who wrote this copy? Who made this design?
• One would expect to work between 42 and 52
hours per week.
• Glamour position.

17.
Qualities of an Account Manager
1. Faith in the agency’s creative ability.
2. Guts to question the client’s motivations.
3. Loyalty to the agency.
4. Bonding with the creative team.
5. Complete, absolute, obsessive knowledge
about the brand they handle.

18.
Identifying Personal Management
Qualities
Sense of optimism.
A good manager needs to have hope for the
future and a vision for how to get there. A
positive attitude will also motivate employees
and boost the team morale.

19.
Identifying Personal Management
Qualities
Notice creativity.
This is a management quality that shows up as
the ability to solve problems in new ways, and
the spark in a process that gets people thinking
independently and taking risks.
Where is Account Manager’s creativity? May be
its not in the design and the copy.

20.
Identifying Personal Management
Qualities
Identify motivation. Self-motivation is an
important management quality because it
means you are a self-starter and able to
inspire yourself and others to act. Look for
self-confidence as well. Without being
arrogant, a good manager is confident and
decisive.

21.
Identifying Personal Management
Qualities
• Make sure there is a flexible and calm
personality. Good managers are able to change
direction smoothly and adapt to those changes
while staying calm and focused.
• Remember that emotions are okay, but should
not drive business or leadership decisions. Having
a calm and balanced approach to dealing with
unexpected problems or sudden changes will
demonstrate the ability to manage.

22.
Identifying Personal Management
Qualities
People who are dependable.
Notice how often someone actually does what
he says he is going to do. This is a sign of
dependability. Timeliness, honesty and
personal integrity are also signs that a person
is dependable.

23.
Identifying Professional Management
Qualities
Organizational skills.
Organization is an important management
quality because keeping track of clients,
projects and your own team members is
necessary.

24.
Identifying Professional Management
Qualities
Assess industry knowledge. Whether the
business is medicine, real estate, advertising
or truck driving, a good manager will
understand the industry and stay current in
the field.

25.
Identifying Professional Management
Qualities
Identify delegation skills. In the professional
workplace, a manager must know when to
delegate. Otherwise, he or she will become
overwhelmed with work and employees will
feel like they are not trusted.

26.
Identifying Professional Management
Qualities
Notice communication skills.
An essential management quality is the ability to
communicate with people at all levels. Note the
ability to communicate verbally and in writing.
Good managers often do better with one form of
communication over the other, but they must be
able to write a clear email as well as they can
hold an in-person meeting. Take maximum care in
writing an email.
• Remember that giving and receiving constructive
criticism is part of communication, and a
necessary management quality. Criticism should
be delivered in a helpful, non-threatening way.

27.
Identifying Professional Management
Qualities
Watch how relationships are developed. A good
manager will be able to initiate and maintain
relationships with customers, superiors, team
members and people at all different levels. Look
for a team player. The willingness to pitch in is a
great management quality. Collaboration is
essential to success.
Identify the ability to value others. Good
managers are not threatened by people who are
smarter or better at something. They will value
the contributions of every team member.

28.
ENDS