Strategic Account Management
Occupational Level: Intermediary/ Advanced
Relevant Role: Account Manager/ Account Director/ Account Planner in Integrated Communications
Role in Summary
In large multinational agencies, the Account Management and Planning roles are often separate. However this is not the case in most local agencies , where both roles are played by the same people.
An Account Manager/ Directors is responsible for leadership and overall management of the Client relationship on one large or multiple accounts. Drives long-term business building and oversees Account team management.
Account Planners are responsible for developing communication strategy and applying consumer understanding to creative problems on assigned accounts, creative brief and bringing a strong consumer focus to all decisions.
This course is also relevant to those in a marketing and brand role for a richer perspective of the communications process and thinking. This perspective is essential for the coordination of communication agencies and effective evaluation of proposals.
Account Planning Role
- Liaise with clients to identify specific business problems and develop ideas;
- Gain a comprehensive context for advertising strategies by analyzing a range of information in great detail, including demographics, socio-economics and the market for the client's product and market environment
- Commission research to inform advertising strategies
- Find an 'angle' on a specific product or service on which to base an advertising campaign;
- Research the product or service to be advertised, which may involve gaining technical or specific knowledge;
- Reconcile the differences between consumers' current perceptions of the brand and the way the client wishes the brand to be perceived;
- Meet the client to learn the background of the brand and advise on possible approaches to the target market;
- Provide the creative team with a clearly defined brief that contains concise information on the product, audience and strategy;
- Present conclusions and ideas to clients and other agency staff;
- Analyze and interpret customer response and sales data to evaluate the effectiveness of the campaign.
Relationship/ Management Role
- Oversee and ensure the quality of client deliverables
- Provide a senior level contact with key client managers to address their business issues, the health of client relationships and ways to increase business
- Commit to a continuous relationship with the client
- Maintain accurate revenue performance reporting and the creation of accurate revenue tracking and forecasting
- Work with the account team to create and develop annual account plans and quarterly account reviews for all marketing/advertising strategies.
- Work with respective departmental managers to ensure effective staffing levels and quality of staff for required client deliverables
- Day-to-day management, mentoring and career development of direct reports including conducting reviews
You will need to show:
- A combination of analytical skills, curiosity, and a strong interest in people
- Creativity and imagination (this is an industry that is receptive to new ideas and new people)
- Shrewd common sense and commercial awareness
- Strong communication skills
- The ability to work as part of a team and listening skills when dealing with consumers, clients and colleagues
- Presentation skills
- Ability to think strategically
- Ability to work with a range of market and research information
- Excellent organizational skills and the ability to work under pressure
This role typically requires one to have some experience in account management or research . In many smaller agencies, the role of advertising account planner is part of the work of an advertising account manager or advertising account director and it's common for graduates to enter planning work through this route.
On completion, the student will:
- Have an appreciation of the process from business, marketing to marketing communications.
- Develop and recommend brand positioning strategies
- Recommend and rationalise relevant top-line communication touch points
- Recommend marketing communication budgets and methods of evaluating campaign success
- Generate actionable consumer insights
- Developing campaign ‘big idea’ based on consumer insight brand proposition
- Develop and integrate a big idea into multi-channel campaigns
- Interpret and articulate a communication strategy into an inspiring creative brief that will connect with audiences
- Give meaningful feedback to advertising directions and align to business objectives
Marketing vs Communication Objective setting
Brand and Positioning
Marketing Tactics - Marketing and Marcom Mix
Budgeting, Measurement and Evaluation
Brand Re-invention and Innovation
IMC Client Communication Brief
Generating Consumer Insights
Developing an IMC Communication Strategy
The Creative Brief
Client / Agency relationship Management
Under graduate degree and / or experience in marketing or brand communications for at least one year
Participants will be assessed through a combined individual and group presentation, based on a brand of choice.
Refer to evaluation score sheet for marking criteria.
Participants taking this as a short course will also have the option of attending Account Management and Life Skills classes at a discounted additional fee. The topics include;
- Keys to a successful career
- Emotional Intelligence
- Principles of Account Handling
- Presentation skills
- Team Dynamics and Handling Conflict
- Decision Making & Stress Management
- Selling Techniques
- Negotiation skills
- Self-regulation and Time management
- Managing projects
- Personal Branding and CV writing
Group Work : 10 hours
Assignment : 3 hours (Presentation)
Study hours : 30 hours
Teaching Pattern : Lectures + videos + case studies + group work presentations