- To lead a particular piece of business, within a constructive and creative operating environment
- To lead the Account Management team, be the primary manager of the account, recognise his/her prime responsibility for ensuring the quality of the agency’s product, and for inspiring the highest standards in other team members
- To contribute to the successful and profitable stewardship of clients’ brands
- To build excellent relationships with clients
- To contribute to the department in a positive manner: by setting an example of best-practise account management skills
• To have a deep understanding of the clients’ business and of the key broader factors and trends shaping their markets and categories and Look for opportunities to engage in broader business dialogue with clients
• To build strong and enduring relationships with clients, professionally and socially, particularly at the Marketing Manager or equivalent level
• To regularly seek ways to add value to the client/agency relationship (e.g. joint speaking appearances at conferences; effecting introductions to other members of agency management, agency presentations or broader industry issues)
• To represent/merchandise the client’s business within the agency.
• To ensure that the principles of the Client Commitment are followed
• To be responsible for setting the creative context on the business: knowing what type of advertising the brand needs, understanding what the client thinks he/she wants, if these differ
• To be the creative department’s most senior contact on a day-to-day basis, providing an overall vision and direction for the creative work and ensuring it is set in the correct business context
• To be able to evaluate the build on briefs and creative work
• To be an excellent judge of creative work and is willing and able to argue a case in any client/agency forum
• To understand thoroughly how best to present the agency’s work in a client forum
• To keep the executive creative director and creative group heads apprised of all relevant client/account issues
• To contribute to the writing of business and resource plans for the account
• To be responsible for maximising the account’s billings and/or income and for seeking out additional income opportunities
• To contribute to the good financial management of the business; improving profitability wherever possible; monitoring all billing procedures carried out by the Account Manager/Executive, alerting the Business Director promptly to any likely changes to billing and income, any potential write-offs, etc…
• To be responsible for ensuring appropriate timescales on all major productions
• To be responsible for ensuring the right resource is allocated to the business in this area
• To be responsible for ensuring that the client understands the importance of having enough time for creative development
• To form a strong and enduring relationship with his/her Planner
• To be tandem with the Planner, develops the most insightful advertising strategies and sharpest creative briefs possible
• To oversee the team’s media output; carry out quality control and effective resource management
• To keep abreast of developments in all areas of media and foster the use of best practise: in media research, planning and buying tools and methodologies, etc…
• To keep the Media Director apprised of relevant client /account issues
• To be ultimately responsible for the smooth running of the account -operationally, creatively, financially – and is answerable on these points to client and to the Business Director/agency management
• To create the best possible environment in which to produce the best possible work and be responsible for ensuring that his/her teams have the right time and resources to deliver this, within the client’s time frame
• To be responsible for agreeing 90 day goals with the team members and for reporting back to the Business Director on progress against these goals
Skills
Managing and Leading People
• Provides a clear direction for the team in support of business objectives
• Gives effective feedback and coaches individuals to develop their own knowledge, skills and behaviour
• Conduct regular performance and development reviews
• Effectively Manages poor performers
• Recognises and values work done well
Project Management
• Runs a team, negotiating for resource and allocating tasks within and across departments, controlling timelines and budgets, anticipating issues, dealing with problems and working towards a solution
• Acts as the client’s day to day contact for all strategic and creative issues
Strategic Thinking
• Understand the dynamics of the market and the brand within the market
• Builds knowledge of brands, synthesising and interpreting information to facilitate strong strategic thinking
• Drives the ongoing strategic direction of the brand encouraging and supporting others in their brand investigations
• Ensure that all brand activity is on agreed brand strategy
Communication
• Work to ensure client and agency share same expectations across all projects
• Represents individual or team point of view in convincing and compelling manner when speaking or writing
Financial Management
• Understands and appreciates the financial planning process
• Controls costs to ensure projects come in on budget
Business Acumen
• Demonstrates an understanding of the business implications of specific brand activity
• Recognises business development opportunities and highlights these to senior management
360 Degree Brand Stewardship
• Approaches all activity within the context of 360 Degree Brand Stewardship
• Finds ways to strengthen communication of the Brand Idea within and outside discipline
Technical Expertise
• Demonstrates a thorough understanding of the key elements of the communications mix and their potential to deliver brand messages at various contact points
• Demonstrates strong selling skills
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