- Where: Online
- Frequency: Series
- Duration: 4 hours
- Type of partcipants: Single agency
- Experience level of partcipants: All experience levels welcome
- No. of partcipants: 25
- Price: GBP £ 1,560 per module
what you will learn
Adtherapy has developed a series of training modules to professionalise Account Management The founding principle of the Account Leadership Course is that account management should lead their accounts rather than just manage them. The premise of the course? To get your account management team to run their portfolio of clients like they would run their own business. To do this – they need a degree of strategic understanding, creative knowledge and to understand how the business works
The course also deals with relationship issues – with clients as well as intra-company relationships with traffic, production, strategy and creative – with a focus on their role in building a functional and inspired creative team.
To create a higher level of strategic input and understanding from Account Management into all levels of their work – from taking the client brief and writing exceptional briefs, to managing internal and external relationships, leading, and selling creative, to building the business, to managing projects and dealing with complex relationships. accoThe role must be seen as a leadership role, internally and externally, not simply as a process role.
There is an online option for self-completion or completion within a private cohort/group, or a workshop option, or a blended option which includes self-learning with coaching or Q&A sessions
The course program covers these core areas:
Strategic Account Leadership,
Creative Account Leadership,
Sales Account Leadership,
Business Account Leadership
Strategic Account Leadership:
• What is the role of Account Management?
• Why is it a leadership role?
• Client challenges and how agency can help;
• Knowledge – what you need to know;
• Passport factors (contact reports, status reports etc.);
• Relationship building (internal and external);
• Prioritization & time management
Creative Account Leadership:
• Taking briefs – asking the right questions;
• Writing creative briefs to inspire;
• Understanding proposition writing;
• How to evaluate creative;
• How to give constructive feedback;
• Building a strong creative-account management partnership;
• Fostering a creative work environment.
Sales Account Leadership:
• Selling: a B2B Mindset
• The sales cycle of Account Management;
• How to plan, lead and close the creative presentation;
• How Clients feel in creative presentations
• Separating Ideas and Executions
• Roles and behaviour in meetings incl Body Language;
• Stimulus materials, what to leave behind?
• How to follow up and close the sale;
• Building the next sale.
Business Account Leadership:
• Understanding remuneration, time & resource management;
• Managing the double profit imperative – theirs and yours;
• The importance of budgeting;
• Why collecting the cash is so vital;
• Growing the business – organic growth vs other types;
• Innovation and adding value to clients;
• How creative people are motivated – mastery, autonomy, purpose;
• Why relationships help build businesses.
who should attend
Gillian Rightford
Gillian’s CV is a mix of marketing, strategy, advertising, teaching and leadership. After working in marketing strategy and doing strategy and account management in below and above the line agencies, she co-founded and ran through the line agency Hercules/DMB&B, and then became Group Managing Director of Lowe Bull.
She started Adtherapy in 2007, to help marketers and agencies optimise the quality of their communication outputs, through improved strategic thinking skills, structures, processes, strategic thinking, and relationships. Adtherapy’s tried and tested processes have successfully unlocked growth and performance in both corporate and agency teams. Adtherapy provides a range of services from strategic consulting and coaching; to relationship sourcing, alignments, and Ways of Working; to capability building in marketing and communication skills; and coaching.
Gillian lectures Integrated Marketing Communications for the School of Management Studies at the University of Cape Town and also at ad schools and other educational institutions that focus on marketing and advertising. She has developed and run numerous online programmes, including developing The School of Thought, an online community for marketing and advertising. She is a public speaker on various aspects of marketing, strategy, creative, integrated communication, and reputational risk and is regularly consulted globally as a SA expert in marketing communication.
testimonials
Agency MD: “We included a traffic manager and a junior copywriter in the Strategic Account Leadership Module and they have completely changed the way the work – they understand the much bigger picture. it’s been a fantastic investment for the full team, with everyone more committed to building the business.”
Agency BUD: “I thought that some of the strategic thinking wasn’t my job but it was so good to learn how to do it and how to evaluate strategy output. I surprised myself.”
Agency Account Director: “The business module was so helpful, as were the meeting management and body language sections. I’ve become so much more confident and aware in meetings of what people are and aren’t saying.”
Agency MD: “this program has literally answered my prayers. And those of the creative department who were quietly losing their minds with Account management.”
other programmes offered by this provider
please note
For any programs delivered in person, the provider’s travel and other ‘out of pocket’ costs will be additional to the program fee and will be advised by the program provider in advance, depending on time and distances involved. This will not apply to online programs.
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