Carlton Associates Incorporated In Search of a Function The Evolving Role of Account Service...

CarltonAssociatesIncorporated

In Search of a Function

The Evolving Role of Account Service

Copyright 2001 Carlton Associates Incorporated


Larger than Life

Clark Gable in the Hucksters


A Lot Has Changed


A Lot Has Changed

• How did we get where we are?


A Lot Has Changed

• How did we get where we are?• What are the opportunities?


A Lot Has Changed

• How did we get where we are?• What are the opportunities?• A brief look back


A Lot Has Changed

• How did we get where we are?• What are the opportunities?• A brief look back• And a look ahead


A Look Back

Then, he did it all


Slow Erosion


• Clark Gable was copy-contact

Slow Erosion


• Clark Gable was copy-contact• Creative departments emerged

Slow Erosion


• Clark Gable was copy-contact• Creative departments emerged• Media planning and buying

Slow Erosion


• Clark Gable was copy-contact• Creative departments emerged• Media planning and buying• Account planning

Slow Erosion


• Clark Gable was copy-contact• Creative departments emerged• Media planning and buying• Account planning• Sales promotion, PR, direct

marketing

Slow Erosion


The AE at the Millennium

A diminished generalist in a growing field of specialists


The Retreat


The Retreat

• Micro-managing tactical client work


The Retreat


• Into the arms of the client


The Retreat


• Into the arms of the client• Revolving relationships


The Retreat


• Into the arms of the client• Revolving relationships• Ah, for the “good old days”


The Marginalized AE

Not a pretty picture!


Emerging Developments



• New media


• New media• The “Business Manager” concept



• New media• The “Business Manager” concept• Extranet systems



So, What is an AE to do?



• First, get over the past



• First, get over the past• Second, get ready for the future


Some serious reinventing is

in order


What do we see?The AE will…

1. Be a superb diagnostician2. Be a marketing expert3. Be a skillful salesperson4. Understand new media5. Think like a producer


1. Superb Diagnostician

• Inadequate diagnosis is a major cause of client defection



• Client complexity




• Client complexity• What they really mean




• Client complexity• What they really mean• Penetrate the client psyche

• scientifically and programmatically



The AE of the future will be responsible for thoroughly

and systematically understanding the client from

the inside



• Must not just speak “advertising language”

2. Marketing Expert



• Understand the minds of the client marketing people

2. Marketing Expert



• Understand the minds of the client marketing people

• Understand the competition, distribution, pricing models, etc.

2. Marketing Expert


The AE of the future will be responsible for thoroughly understanding, and being conversant in, the client’s entire marketing picture

2. Marketing Expert


• Not a dirty word

3. Skillful Salesperson


• Not a dirty word• Helping clients find satisfactory

solutions




solutions• Position the client to recognize, and

accept, the benefits of the agency’s proposals




solutions• Position the client to recognize, and

accept, the benefits of the agency’s proposals

• Not a job for amateurs!



The AE of the future will be a professionally trained,

skillful salesperson



• Mistake one – just stick with TV and print

4. Understand New Media


• Mistake one – Just stick with TV and print

• Mistake two - Denigrate new media



• Mistake one – Just stick with TV and print

• Mistake two - Denigrate new media• Mistake three - Defer to

technologists



The AE of the future will be able to work holistically

using all methods of reaching the client’s target

audience



• There is a big difference between a “star” and a “producer”

5. Think Like a Producer



• Clark Gable was a star




• Clark Gable was the star• But, there had to be a producer

before he could become a star



This is a very big, and very basic, change in thinking!



The AE of the future will be comfortable letting others be the

stars and take pride in being known as a masterful producer, without whom, the stars would not shine



That’s What We SeeIt is a reinvigorated, tightly

focused role



focused role• It speaks leadership



focused role• It speaks leadership• It demands passion


That’s What We See• It is a reinvigorated, tightly

focused role• It speaks leadership• It demands passion• It requires special knowledge


And…

It will be fun and rewarding!

Carlton Associates Incorporated In Search of a Function The Evolving Role of Account Service...

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