A MarkLives column by Odette van der Haar (@odette_roper), CEO, Association for Communication and Advertising For those outside of the advertising and communications profession and of course those who are already members of the profession, defining what account management actually entails is difficult because the role is so diverse. In short, there is “sales” and there is “customer service” and then you have the Account Manager with one foot in each department – essentially, the Account Manager is the representative of the agency to the client and the intermediary between the creative (and other departments) and the client.
For the right person, the role of an Account Manager (or Account Executive as it is sometimes known) can be most invigorating and fulfilling however, for the wrong person, it can be rather unbearable, masochistic nightmare.
Why the two extremes?
[pullquote]The model that best captures the qualities of a star account person is that of an entrepreneur.[/pullquote]
This is a job that most of us in the advertising and communications profession can agree requires more resilience than any other. It is also probably the most under-estimated job in the business. In short, the job of the Account Manager is to represent the client’s interest at the agency and to be the agency’s interface at the client. As the face of the agency, Account Managers have to be masterfully diplomatic, tactful and 
attentive however knowing when and how to say “No” is a must-have skill. The job, when considered at face value, is definitely not for sissies, instead, razor sharp go-getters who have a knack for business and who are not afraid of manoeuvring unique and sometimes difficult personalities to ensure they all work together effectively, will most likely succeed in this job.
The ideal Account Manager will make it his (or her) business to gain intimate knowledge of the client’s business – and this, well beyond the marketing department as well as the business of advertising and communications. He/she will run client accounts as profitable businesses to ensure a profitable return for the agency and the clients.
Writing well, being able to do research and being insightful, being meticulous about time management and detail, being able to solve problems and manage projects, not to mention take an event from concept to the end whooha! and of course being able to think on your feet and work hard (with passion) will make an average Account Manager a great one.
It’s no secret that the global economy is recessed. But, if you are a kick-ass Account Manager, chances are that you will have a wealth of career opportunities available to you, despite the recession. The most highly sought after talent in advertising and communications agency is kick-ass Account Managers. These are also the people more often than not, those poached by clients.
The biggest deciding factor when hiring an Account Manager is whether or not they will be able to manage their portfolio of client accounts with minimal management or input from their manager.
In a nutshell, if you are a passionate, proficient and hard-working talent that can manage other people, you’re going places!
In an article I read recently, written by Phil Johnson – CEO of PJA Advertising & Marketing with offices in Cambridge and San Francisco, Mr Johnson wrote:
“Whenever we hire a new person, we engage in an internal debate that always irritates me. It’s always about choosing one talent attribute over another. In the creative arena, do you want a great manager, or do you want a creative genius? When it comes to account people, do you want a brilliant strategist, or do you want organisational and project management skills? Maybe its temperament, but I don’t want to choose. If you’re reducing people to their component talents, you’re thinking too narrowly.
What’s most important: organisational and project management skills, interpersonal strengths, salesmanship, strategic thinking, domain expertise, collaboration? The list goes on and on. I know that it’s necessary to make choices, but with the demand for so many talents in one person, I want to find a way to determine whether an account person will be merely good or truly transformative for the agency. I also want to identify a vision for the account person’s role that transcends the need to choose between one strength and another.
The model that best captures the qualities of a star account person is that of an entrepreneur. Successful entrepreneurs bet on an idea. They assemble a team that can bring the idea to fruition. They often help people see the value of a new product that has not yet been created. They raise funds, create the economic model, and establish partnerships. They shape a culture where innovation and collaboration thrive. I don’t know, but this sounds a whole lot like the qualities we want in an account person who performs at the highest level.
When you start to think of account people as entrepreneurs, it introduces a new level of potential into the role. They are no longer suits dutifully carrying the ideas to meetings. They become catalysts for new thinking and innovation. But in order for them to grow beyond functionaries managing a piece of business, and become business people who create markets for ideas, agencies need to redefine the qualities that they want in account people.
If you can cultivate these qualities in an account organisation, they will spread throughout the agency. Of course, you can’t ask people to be entrepreneurial if it doesn’t emanate from the top. To my way of thinking, an entrepreneurial spirit is what got most agencies launched in the first place. Management’s goal should be to keep that spirit alive, and there’s no more essential place than the account organisation. In the end, few great ideas and innovations will ever see the light of day without the talents of those people.”
I couldn’t agree more. Viva the kick-ass Account Manager. Viva!
– Odette van der Haar (nee Roper) is the CEO of the Association for Communication and Advertising (ACA) which is the recognised industry body of the advertising and communications profession in South Africa.