1.Think LA Ad U: account management JULY 15, 2014 MASTERING ACCOUNT MANAGEMENT

2. so whats the plan? (1) Meet us (2) Break the ice (3) Learn from an account professional (spoiler alert thats me) (4) Learn from artists formerly known as account professionals (5) Apply tonights thinking to your job (6) Panel Q&A 3. who are we Lisa Tanner VP, Account Director RPA Team One, Deutsch, GSD&M Romy Flint Senior Director, COMMON Chiat, BBDO, Wells Fargo Kaleen Ogden Associate Planning Director, RPA MCM USC, Miami Ad School, D&G, Martin Agency Margaret Mason Director of Marketing, DIRECTV Deutsch, Chiat, MBA Stanford 4. A little more about me I LUCKED INTO THE AD WORLD Ive split my career between account management and new business and love them both! As the industry and my role has changed over the years, I have been most successful changing along with it. Ive paid my dues and so should youand enjoy it along the way & AND ACCOUNT MANAGEMENT 5. 5 years from now you win an award for Account Manager of the Year. What words would be used to describe you 6. 1not ordinary but irreplaceable 2 3 4 instill confidence & gain trust collaborate or perish be brief & be brilliant 7. 1not ordinary but irreplaceable 2 3 4 instill confidence & gain trust collaborate or perish be brief & be brilliant 8. You have choices to make Being proactive isnt just a quality, its a foundation and the fundamental quality of moving from being ordinary to extraordinary Look at the word responsibility (response-ability) the ability to choose your response - Steven Covey 9. Harvest what you learn Learn FROM your mistakes and how to apply those learning moving forward...not by continuing to make mistakes. 10. Get the right people involved from the start Understand the deliverables Own the schedule Think through the possible solutions Keep the team organized and informed Know the success metrics Know the possible problems Have a plan. And a back-up plan. And a back-up back-up plan. Follow-up Prioritize Keep a checklist...and always carry a notebook. Learn something new just for the sake of learning something new! Instigator of action and creative ideas 11. Get the right people involved from the start Understand the deliverables Own the schedule Think through the possible solutions Keep the team organized and informed Know the success metrics Know the possible problems Have a plan. And a back-up plan. And a back-up back-up plan. Follow-up Prioritize Keep a checklist...and always carry a notebook. Learn something new just for the sake of learning something new! Instigator of action and creative ideas 12. So, What? 13. True wisdom is knowing what you dont know 14. Own your own inexperience Everyone you meet will know something that you dont When someone asks you a question, take it as an opportunity to expand their knowledge Think beyond Black & White Watch, listen, and learn. You cant know it all yourself. Anyone who thinks they do is destined for mediocrity. Donald Trump 15. Yes, and... You do not have to be in a senior role to be a leader Pretend vs. real leadership Know what you want and where you are going projects & career 16. Lisa Tanner ltanner@rpa.com 17. TODAY IS 18. 2006 TODAY IS 19. 2006 TODAY IS 2006 20. HI, Im Kaleen ONCE UPON A TIME, I WAS AN ACCOUNT PERSON. I kept schedules, organized meetings, rocked a to-do list, kept everyone in line, enjoyed production timelines and spent a lot of time chatting with clients. But it just wasnt quite right. TODAY IM IN PLANNING I work with consumer insights, analyze research, conduct research, keep an eye on trends, position brands, write briefs, quote a lot of percentages, understand the category landscape, and work in PowerPoint. 21. 1not ordinary but irreplaceable 2 3 4 instill confidence & gain trust collaborate or perish be brief & be brilliant 22. instill confidence & gain trust so people will come to you, believe you, and seek your opinion. 23. but wait HOW PLEASE? 24. you trust the person who says that, because (1) they didnt make up an answer (2) they were willing to admit they didnt know (3) theyve showed initiative even before doing anything (4) theyve taken responsibility for finding the answer (5) they now look like a good future resource I dont know but Ill find out 25. Automatically this person is a little bit more curious thoughtful aware of the world interesting to talk to knowledgeable useful as a human being I read this interesting thing 26. I can get this started SCENARIO ONE: THEY SAY NO You dont have to do anything but you volunteered SCENARIO TWO: THEY SAY YES You showed initiative If you know exactly what to do you do it and look good If you dont know exactly what to do you can go ask others for their thoughts, gain more insight, build relationships with them and look good 27. *NOTE: Only use this if you actually have questions, dont make up questions to look good. Thats lame. And annoying. I have a few questions* (1) if its appropriate ask them respectfully in the meeting (2) if its not appropriate (as is often the case) write them down and schedule a meeting later to ask 28. I wish someone had told me TREAT YOUR JOB LIKE IT MATTERS. People will respect you for it. 29. I wish someone had told me TREAT YOUR JOB LIKE IT MATTERS. People will respect you for it. BUT NOT LIKE ITS ALL THAT MATTERS. People will like you for it. 30. Kaleen Ogden kogden@rpa.com 31. A little about me 32. 1not ordinary but irreplaceable 2 3 4 instill confidence & gain trust collaborate or perish be brief & be brilliant 33. be brief. Unless its an email. Then you have 7 seconds. YOU HAVE 1 MILLISECOND 34. The single biggest problem in communication is the illusion that it has taken place GEORGE BERNARD SHAW 35. be brilliant. Too tall an order? Better to aim high and miss, than to shoot low and hit. THE BRIGHTEST STAR IN THE ROOM 36. S H I N E LIKE BEYONCE 37. Service oriented Hard work pays Invest in yourself Never forget the business Energy management 38. service oriented LIFE IS AN OPEN MARKET. YOURE SELLING YOURSELF. 39. hard work pays off THE BEST LEADERS ROLL UP THEIR SLEEVES AND GET THEIR HANDS DIRTY 40. invest in yourself. seriously. 41. never forget the business Plus youll look smart and your client will love you. ITS THE RAISON DTRE 42. manage your energy Workers today are exhausted, emotionally depleted, unfocused, and lacking purpose The Energy Project WE ARE IN AN ENERGY CRISIS 59% dont regularly get at least 7-8 hours of sleep and / or often wake up feeling tired 69% have difficulty focusing on one thing at a time, and are easily distracted during the day 70% of workers are disengaged, or actively disengaged 43. make it a habit Winning is not a sometime thing; its an all the time thing. You dont win once in a while, you dont do things right once in a while, you do them right all the time. Winning is a habit. Unfortunately, so is losing. v i n c e l o b m a r d i Margaret Mason memason@directv.com 44. HI, Im Romy I STARTED IN ADVERTISING AS A FLOATER I TOOK A DETOUR ON THE CLIENT SIDE WRONG MOVE!!! NOW I WORK AT A VIRTUAL AGENCY ON NON-PROFIT CLIENTS (Thats me everyday at work) NAILED IT! I floated around to different departments within the agency filling in when people were sick or on maternity leave, workloads were heavy or deadlines were tight. Within 6 months, I chose Account Management as my career path. 45. 1not ordinary but irreplaceable 2 3 4 instill confidence & gain trust collaborate or perish be brief & be brilliant 46. collaborate or perish. (sounds dramaticbecause it is!) 47. lots of people to connect with production strategy creative media clients team & management account management 48. production strategy creative media clients team & management account management creative relationships are key 49. & we do creative CLIENTS COME TO US FOR CREATIVE AS ACCOUNT FOLKS HOW DO WE CHAMPION THOSE AWARD-WINNING IDEAS? 50. 3 ways to get the best out of your creative teams Develop relationships with them: its very similar to a marriage Be the go-to person they want to talk to Balance the creative idea & whats right for the client 51. TYPICALLY WERE THE SUITS Often account people come delivering bad news: Sorry, your campaign died The client loves your work: all you need to do is take the first part of campaign A, marry it with the middle part of campaign B and the last part of campaign C: the old Chinese menu/Frankenstein approach CREATE A RELATIONSHIP BEYOND THAT Be the one that they look forward to seeing, so when you do have bad news to deliver, the relationship can withstand it Check in frequently - before, during and after creative development In person Be interested in what theyre interested in Spend casual time with them: grab lunch or a drink after work (hint: creatives tend to like to drink) shit, here come the suits develop relationships 52. you know, one thing that could be cool is Have all the know-how understand the client, the project, the competition, the marketplace, the productyou get the ideabetter than anyone else in the building Be available Bounce ideas off of them Let them know youre interested in their process Go-to Person 53. love that idea! did you also think about? Fine line between keeping the creative idea intact and knowing whats right for the client Want them to understand that you are there to support, nurture and ultimately sell their idea Give them the time they need to cultivate their ideas Great ideas take time to incubate lack of time is a creatives worst enemy And then when a quick project comes through, youve got karma points in the bank, and theyre willing to help out balance creative & client 54. Romy Flint romy@common.is 55. Educate Yourself! WITH SOME BOOKS: Built to Last & Good to Great (Jim Collins) Made to Stick (Chip and Dan Heath) Hey Whipple, Squeeze This (Luke Sullivan) The Lean Startup (Eric Ries) Power (Jeffrey Pfifer) Ogilvy on Advertising (David Ogilvy) Collaborate or Perish (William Bratton & Zachary Tumin) Drive & A Whole New Mind (Daniel Pink) Blue Ocean Strategy (W. Chan Kim) Why We Buy (Paco Underhill) The Tipping Point & David and Goliath (Malcolm Gladwell) AND SOME NOT BOOKS: Top 10 TED TALKS (or all of them) http://www.onlinemba.com/blog/10-ted- talks-every-team-should-watch/ Energyproduction.com Ad Week/Ad Age This Advertising Life Tumblr (trust us)