PERWANAL SAATCHI & SAATCHI Account Handling. PERWANAL SAATCHI & SAATCHI Advertising Agency...
-
Upload
stephen-kelly -
Category
Documents
-
view
228 -
download
3
Transcript of PERWANAL SAATCHI & SAATCHI Account Handling. PERWANAL SAATCHI & SAATCHI Advertising Agency...
PERWANAL SAATCHI & SAATCHI
Account Handling
PERWANAL SAATCHI & SAATCHI
Advertising Agency Structure
P rod u c tion
A rtis ts
V isu a liso r
A rtD irec to r
C op yw rite r
H ead o fC rea tive
H ead o fP lan n in g
A ccou n tE xecu tive
A ccou n tS u p erviso r/
M an ag er
H ead o fA ccou n tS ervice
M ed iaE xecu tives
M ed iaM an ag erP lan n in g
M ed iaE xecu tive
M ed iaM an ag erB u yin g
H ead o fM ed ia
R ece ivab lesA ccou n tan t
P ayab lesA ccou n tan t
G en era lA ccou n tin g
F in an ceM an ag er
H ead o fF in an ce &
A d m in
C om p an yH ead
PERWANAL SAATCHI & SAATCHI
Account Service Structure
J r. A ccou n tE xecu tive
A ccou n tE xecu tive
A ccou n tM an ag er
A ccou n tS u p ervisor
A ssoc ia teA ccou n t D irec to r
A ccou n tP lan n er
A ccou n tD irec to r
Transition level – max 18 months
Entry level – max 6 months
Director of Client Services =Highest Position
PERWANAL SAATCHI & SAATCHI
Account Service Structure
Account Service
Creative Services Media Services
Traditional Relationships
PERWANAL SAATCHI & SAATCHI
Account Service Structure
Account Service
Creative Services Media Services
Modern Relationships
Planner
PERWANAL SAATCHI & SAATCHI
Account Service Structure
AccountService
Client
Everything revolves around Account Service
Your Business
PERWANAL SAATCHI & SAATCHI
Account Service Structure
AccountService
Media
CreativeFinance
PlanningProduction
Research
Client
Everything revolves around Account Service
Your Business
Your Colleagues
PERWANAL SAATCHI & SAATCHI
Account Service Structure
AccountService
Media
CreativeFinance
PlanningProduction
Research
SuppliersClient
Everything revolves around Account Service
Suppliers
Your Business
Your Colleagues
Your Support
PERWANAL SAATCHI & SAATCHI
What is an account service person?
PERWANAL SAATCHI & SAATCHI
It is hard to define what an
account person is
“What business are you in?”“Engineer. You?”“I’m an account executive in an ad
agency”“You write ads?”“No, copywriters do that.”“That must be a fun job.”“It’s not that easy. We do a lot of
research”“You do research?”“No, we have research people for
that.”“Do you bring in new clients?”“That’s not my job.”“Forgive me, but what is your
job?”“Marketing.”“You do the marketing for
clients?”“No, they do it themselves.”“Are you in management?”“No, but I soon will be.”
Ogilvy on Advertising
PERWANAL SAATCHI & SAATCHI
The Account Service Person is the manager of
the businessand much more …
PERWANAL SAATCHI & SAATCHI
What is Account Service Person?
• The first one in and the last one out• A good adminsitrator
– Letter writing– Contact report– Progress Report– Status Report– Field Check Report– Time Schedule Report– Filing– Production Estimates
PERWANAL SAATCHI & SAATCHI
What is an Account Service Person?
• A good thinker & ideas man– Advertising proposals– Ideas to help sell the product– Promotion ideas
• Someone who knows his consumers & customers• A diplomat & skilled negotiator• A friend & partner of the client• Someone who knows the best places of
entertainment• Someone who is tough & resilient
PERWANAL SAATCHI & SAATCHI
What is an Account Service Person?
• Someone who has a curious mind• Someone who always strives for the best• A very good presenter• Someone able to work under extreme
conditions
PERWANAL SAATCHI & SAATCHI
What is an Account Service Person?
• PLUS MUCH MORE!
PERWANAL SAATCHI & SAATCHI
What is the role of an Account Service Person?
• He is the agency’s representative to the client and the client’s representative to the agency.
• He is a consultant to the client.• He helps the client sell the brand.• He attends lots of meetings.• He takes all the blame.
PERWANAL SAATCHI & SAATCHI
What does an Account Service Person do?
• He makes proposals– Advertising– Marketing– Promotions– Public Relations
PERWANAL SAATCHI & SAATCHI
What does an Account Service Person do?
• He makes presentations– For new business– To set the direction for the brand– To look at the past, present and the future
of the brand– To keep a client
PERWANAL SAATCHI & SAATCHI
What does an Account Service Person do?
• He advises the client.• He socialises with the client.• He sets deadlines and makes sure they are
met.• He sets targets and makes sure they are met.• He ensures quality!• He does market checks.
• He makes money for the company.
PERWANAL SAATCHI & SAATCHI
He Has A Good Time