You may think the role of your account handler is an obvious one, but rest assured there are lots of tasks they do that benefit both the client’s business and the agency.
An account executive will be a professional who holds analytical, organisational, leadership, interpersonal and written communication skills. They are able to perform a myriad of tasks and have a solid understanding of digital and business, plus how they coincide.
Besides managing project details, taking briefs and creating a strong relationship with clients, their core responsibilities go much further. AMI (Account Management Institute) have perfectly summarised the role of account executive’s in these concise bullet points…
Big picture for their clients
- Understand their clients’ business goals and help them get there
- Manage and strengthen (not merely maintain) client relationships
- Continuously offer unsolicited ideas to increase the effectiveness of the client’s company and marketing activities
Big picture for the agency
- Understand how the agency works and contribute to the agency’s profitability through good management
- Be an advocate for the agency whenever they’re out in public
- Identify and cultivate for new business opportunities (even if they’re just passing them along internally)
- Periodically report to the agency president on the condition of the client-agency relationship and plans to improve it
Day-to-day for clients
- Initiate, coordinate, and oversee all agency activities on behalf of the client
- Manage day-to-day client-agency communication
- Report progress, delays and make sure the client is always in the know
- Maintain meticulous documentation of all activities on the client’s behalf
Day to day for the agency
- Closely control the client’s budget and timeline—to maximise ROI for both the client and the agency
- Work with the internal team to exceed the client’s expectations and keep re-earning the client’s trust
- Build up your team – celebrating successes and learning from the mistakes
- Watch for signs of trouble and alert the leadership team early so you can make a plan
For themselves, their agency and their clients
- Stay abreast of all developments in the client’s industry
- Keep honing communication/marketing expertise and techniques which will serve both the agency and the clients
- Network and connect — to serve your community, grow your influence and add value everywhere you go
- Find out what re-fuels you so you can stay fired up and energised
- Improve your presentation skills — for audiences big and small
- Keep learning, stretching and growing
If you have any ideas you’d like to run past a Tann Westlake account handler, please don’t hesitate to contact newbusiness@tannwestlake.com.
