Creative Agency Account Manager Podcast
This podcast is for you if you are managing day to day client relationships in a creative agency. The aim of the podcast is to share insights and tips to help you add more value to the client's business, strengthen your relationships with your clients, develop your skills in account management and grow your agency's business.
How to navigate people and culture issues for agency leaders, with Sarah Brewster
May 3, 2022 • 49 MIN
Welcome to Episode 61. Today's episode is about people and culture in a creative agency. It's particularly relevant if you're an independent agency owner because my expert guest, Sarah Brewster, Managing Director of Fresh Seed talks to me about why attracting and retaining staff is the biggest challenge in the industry at the moment. She shares: - some tips for how to recruit effectively - advice for navigating issues such as diversity and inclusion, safety at work and the Me Too movement - and why she's seen a loss of kindness post-pandemic. She also shares why IR 35 has had a huge impact on freelancing, plus ways to ensure equal pay across the business. This episode is jam-packed with tips. If you'd like to receive weekly updates and tips about agency account management, then please head over to my website where you can sign up for my weekly email and check out the details of my Account Accelerator training programme, which is designed to help agencies expand existing client business.
How to make yourself more valuable to your client, with Kate Whittaker
April 19, 2022 • 42 MIN
Welcome to Episode 60. The most downloaded podcast episode to date is still my first chat with Kate Whittaker, a marketer of 30 years who shared insight into what it's like being a client, and what clients want most from their agencies. If you haven't listened to that one already, I'd recommend you go back and have a listen. (Episode 1) In this episode, Kate talks about what's changed for her since August 2020, which was when the pandemic forced us all to be locked down. She shares: what have been the biggest changes for her, her role and her organisation in the last couple of years how her needs have changed in terms of what she's looking for from agencies some suggestions for how you can strengthen your relationships with clients while working remotely. And we talked about lots more. Understanding how to develop client relationships and grow accounts is essential for any agency account manager. And yet, too often, there is no real guidance on how to do it. So if you're in a client-facing role and you want to hone your account management skills, then check out my Account Accelerator programme. Many agency account managers have told me the biggest shift for them after my programme is a newfound confidence when handling client relationships.
How a community for women in healthcare was built, with Peg Dougherty Marcus
April 5, 2022 • 49 MIN
Welcome to Episode 59. My guest for this episode is Peg Dougherty Marcus, Co-Founder of the Healthcare Businesswomen's Association (HBA). Peg is, quite frankly, one of the most inspiring women I've met in a long time. She started her career in a healthcare communications agency and she was just 23. In this chat, we talk about why and how she started the HBA in 1977, despite every obstacle, and also in a dominating 'boys club' culture. She also talks about why women were scared to speak out about harassment at work, and whether she thinks things have changed today. She shares some really practical tips for women's safety when you're travelling or maybe entertaining for business. She's a passionate supporter of women in business, she's a natural connector, and she champions every woman who works in healthcare. If you're working in the era of healthcare, and you're not a member of the HPA, then you can go to their website and check out all the amazing benefits of joining. It's HBAnet.org. I hope you find this chat as inspiring as I did because maybe it's going to inspire you to get involved in a relevant community that already exists for you in your area. You might even think about gathering some of your peers together in the industry and starting your own. A couple of quick announcements. A quick reminder that my Account Accelerator training programme for agency account managers and directors starts on 10th of May 2022 and it's filling up quickly. So, if you'd like to join me, you can check out all the details on my website www.accountmanagementskills.com/training. And you can book a quick call with me to check that it's a good fit for you. Secondly, my friend Tom Ollerton, owner of the AI-driven agency, Automated Creative, is looking for an account director. So if you fancy working for an AI-driven agency, and you happen to have some media buying experience, please contact Tom Ollerton on LinkedIn.
Account management tips from a global ad agency Account Director, with Faizan Ali
March 22, 2022 • 52 MIN
Welcome to Episode 58. This episode is for you if you're wondering how an Account Director in an international network agency operates, and how they lead a team. Faizan Ali is an account director at VMLY&R, and he shares with me: - what makes a successful agency account manager - what each level of account management should do (account exec, account manager and account director) - typical challenges you encounter in the role and some tips for how to overcome them. - why he likes to share tips about account management on LinkedIn - and his advice for anyone wanting to progress in an agency account management role. This is jam full jam packed full of tips, so I really hope you enjoy it. I'd also like to remind you that if you want to join me for my next nine week Account Accelerator training programme, it starts on 10th May 2022. I help you increase your confidence in the account management role. add more value to your existing clients in a repeatable way and grow your accounts. You get coaching from me, a system you can copy and adapt for your agency as well as the online programme to see if it's a good fit for you or your agency. You can find out more about the programme and book a 20 minute call with me by going to my website, www.accountmanagementskills.com.
What the Metaverse means for agencies, with Ben Fryer
March 8, 2022 • 42 MIN
Welcome to Episode 57. What's the metaverse? How is it different to Web 3? What do agencies need to pay attention to? I chat to agency owner Ben Fryer from Diverse Interactive who has been helping his clients create virtual experiences for years. He gives us his take on the Metaverse and the opportunities for agencies of all disciplines.
How to navigate challenging situations as an agency account manager, with Robert Solomon
February 22, 2022 • 55 MIN
Welcome to Episode 56. I chatted to the author of 'The Art of Client Service', the legend that is Robert Solomon. If you haven't listened to his previous episode, number 46, I'd highly recommend you go back and have a listen because we talked about so many things relating to the account management role, including: - why there are fewer account managers doing more with much less experience - why some people believe the account manager role is becoming extinct - and why often the work of great account management isn't recognised. In this episode, Robert shares what to look for when hiring a great account manager, what he says to people who think the role of account manager is easy, and how to get respected by your colleagues as an account manager. And he shares some fantastic tips for how to manage challenging situations, which he's brought to life by telling a couple of his own account management stories. As an account manager, I think you'll find this both informative and entertaining. If you haven't bought his book, please go and grab a copy of the updated third edition of The Art of Client Service, so many people in account management have found this book highly valuable. I'd also like to remind you that my next Account Accelerator training programme starts on 15th March 2022. The programme helps those in agency account management with a systematic approach to adding more value to your existing clients and growing the accounts in nine weeks. You join a group of peers in other agencies where you can share best practice, you get group coaching from me, as I walk you through the different strategies, plus access to an online programme so you can go through the content at your own at your own pace. So if you'd like a quick 20 minute call to see if it's the right fit for you or your agency team, send me an email to jenny@accountmanagementskills.com or book a call on my website www.accountmanagementskills.com.
How to manage a remote agency team with Fi Edwards and Katie Langdon, Skin & Blister
February 8, 2022 • 42 MIN
This episode is going to be particularly useful for you if you are managing your agency team remotely and want some tips and ideas for how to keep the team engaged. Today's guests Fiona Edwards and Katie Langdon have been running their very successful healthcare communications agency, Skin and Blister remotely years before it became something we were forced to do in 2020 due to the global pandemic. They share: * Why they decided from the beginning to have this remote working model * The key areas they focus on to make remote working successful * Some practical advice and tips for you if you're struggling to manage your team remotely and lots of ideas you may find useful for developing your leadership skills. I hope you enjoy my chat with Fiona and Katie and have come away with some ideas for managing your team. If you'd like to receive weekly tips about agency account management and get notification of the topics I'm covering on the podcast then please sign up for my newsletter by going to the website www.accountmanagementskills.com. I am now taking bookings for my next Account Accelerator programme in March. If you want to expand your current client relationships and you're working in agency client service, my Account Accelerator programme is designed specifically for you. By the end of nine weeks working with me, you'll have a repeatable client centric strategy and a plan to help add more value to the client business and increase revenue from existing accounts. Drop me a line at jenny@accountmanagementskills.com or find more details at www.accountmanagementskills.com/training
How to pitch to procurement, with Jessica Bowler and Iris Gatzweiler
January 25, 2022 • 49 MIN
Welcome to Episode 54. I spoke to Jessica Bowler and Iris Gatzweiler, two senior procurement clients who shared some insights into the pitching process. It's particularly useful for you if you want to know why clients typically pitch out for business, procurement’s role in the whole pitching process, how the brief is developed and some insight into how the final decision is made. There are also some shared examples of where agencies have performed particularly well in the pitch process. Don’t forget to go back to Episode 9, where Jessica and Iris talked about how to approach and develop relationships with procurement. And if you want to expand your current client relationships and you're working in agency client service, my Account Accelerator programme is designed specifically for you. By the end of nine weeks working with me, you'll have a repeatable client centric strategy and a plan to help add more value to the client business and increase revenue from existing accounts. Drop me a line at jenny@accountmanagementskills.com or find me on LinkedIn: https://www.linkedin.com/in/jennyplant/
How can agencies make client relationships more profitable?, with Chris Merrington
January 11, 2022 • 58 MIN
Welcome to Episode 53. On today's episode we talk about making client relationships more profitable. Business growth consultant, Chris Merrington, shares some golden nuggets of advice about how agencies can be more commercially savvy. We covered so many different areas including: What clients really value and how to talk the client language Why you need to raise your prices and how to do it Why you need to establish and nurture senior client relationships and so much more... At the end of the podcast, Chris makes a special offer to send three copies of his book to 3 people selected randomly who sign up to his monthly bulletin. This offer is valid until the end of January 2022 (although we do say the end of the year, because we recorded this episode in December 2021). So I'm going to give you a spoiler and suggest while you're listening to this fantastic episode, you go to Chris's website and be one of the first to sign up to his business insights bulletin. Please email him at chris@spring8020.co.uk to let him know you've signed up as a result of listening to this podcast. http://spring8020.co.uk/.
How to increase customer engagement by communicating clearly, with linguist Eloise Leeson
December 28, 2021 • 50 MIN
Welcome to episode 52. Today we're taking a deep dive into the power of words with linguist Eloise Leeson. Eloise works as a freelance communications consultant and copywriter for both agencies and brands and I think you'll find this interesting whether you're thinking about copy in the context of your client's business or your agency's business. She shares with me: 1. How to recognise inherent bias in the copy you read 2. Some common mistakes businesses make with their copy and some practical tips to help you avoid them 3. What holds us back from asking our clients for honest feedback about our business proposition and messaging 4. Insights about what it's like to work as a freelancer And loads more nuggets of copywriting usefulness. I really enjoyed this chat, I learned a lot and felt I needed to completely overhaul my website copy afterwards! Please do get in touch with her if you think she could help you in your agency or for your brand communications. https://www.linkedin.com/in/eloiseleeson/ If you don't want to miss an episode of this podcast and want to receive tips for improving your agency account management skills, then please go over to my website and sign up for my newsletter at https://www.account managementskills.com. And make sure to connect with me on LinkedIn: https://www.linkedin.com/in/jennyplant/ Drop me a line and let me know who you'd like me to interview on this podcast. And finally if you're an agency account manager or director responsible for growing your existing client accounts and firming up the forecast but you haven't got a clue where to start, my Account Accelerator training programme might be for you. It's a repeatable client-centric approach to adding more value, being more consultative and ultimately increasing revenue and improving forecast certainty for your agency. It starts on January 27th 2022 and if you'd like more information you can book a call with me to see if it's a good fit for you by going to my website https://www.accountmanagementskills.com.
What agencies and brands need to know about web3, with Jeff Kauffman Jr.
December 14, 2021 • 59 MIN
Welcome to Episode 51. This chat is going to be particularly interesting for you if you're curious where agencies will be headed in the next 10 years. From everything I've researched over the last couple of months, the biggest change coming for agencies in the next decade is web3. Web3 is the next evolution of the Internet. And here to enlighten us about what web3 is, and how agencies need to be prepared for it is Jeff Kauffman Jr, Founder and CEO of Parachute, which builds and invests in web3 solutions for marketers and advertisers. If web3 is an area you want to keep your eye on, then join the Jump community and hundreds of other agency people and marketers who also want to stay ahead of what's changing. There's no such thing as a silly question in the community either. I've asked a few. We’re all learning together as web3 unfolds. If you're an agency account manager and you want to invest in your career, and upgrade your account management skills, my next Account Accelerator programme starts on 27th January 2022. You'll work with me for nine weeks and gain the skills and a repeatable client centric approach to adding more value to your existing clients business, and growing your accounts. If this sounds interesting, then drop me a line at jenny@accountmanagementskills.com and we can see if it's a good fit for you.
The AI-driven agency, with Tom Ollerton
November 30, 2021 • 36 MIN
Welcome to Episode 50. This milestone episode is with Tom Ollerton, Founder of Automated Creative. If you're interested in seeing how artificial intelligence is being used by agencies right now, with some of the world's biggest client brands, to improve advertising performance, I think you're going to love this episode. If you're an account manager, you're looking for a new role, who likes the sound of working with such cutting edge technology and making an impact with his blue chip clients please visit my website and sign up for my newsletter at www.accountmanagementskills.com. You'll be sent regular updates about each of the podcast episodes, and tips for improving your account management skills.
How to grow your independent agency, with Agencynomics co-author Peter Hoole
November 16, 2021 • 58 MIN
Today's episode will be particularly beneficial for you if you're an agency owner looking to grow. I chat to ‘Agencynomics’ co-author, Peter Hoole, about some common challenges faced by agency owners today, when it comes to business growth. We also talk about: • the importance of looking at your team's skill set to make sure everyone's sitting in the right seats • what point in the agency's revenue growth does an agency typically employ their first account manager? • And the implications of having a hybrid account manager (someone who plays the combined account manager and project manager role, versus keeping the roles separate) Peter shares so many tips and lots of value during this interview. Don't forget to grab a copy of the book ‘Agencynomics’. I really don't know any agency owner who hasn't said it was a brilliant read. If you're an agency owner, and you want more certainty on your forecast when it comes to existing client growth, or you're an ambitious account manager who wants to know how to grow a client account, without being pushy and salesy, then my nine week Account Accelerator programme might be for you. You'll come away with a client centric system and repeatable approach to client growth. Drop me an email at jenny@accountmanagementskills.com and we can see if it's a good fit for you or your agency.
How agencies can use LinkedIn for growth, with James Potter, The LinkedIn Man
November 2, 2021 • 48 MIN
Welcome to Episode 48. This episode is for you if you want to use LinkedIn in more effectively to grow your business, or to help your account management career. James Potter enlightens me on so many things I didn't realise about LinkedIn. We talk about: - why it's useful to know who could be looking at your profile - what typically holds business leaders back from posting - how to avoid making awful faux pas when connecting with people - the benefits of being more selective about who you add to your network - and lots more nuggets of usefulness. If you're in an agency account management role, and you're responsible for forecasting and firming up the account growth, I'm running my next Account Accelerator programme starting on 27th January 2022. By the end of nine weeks working with me, you'll have a repeatable, client centric approach to increasing revenue from your existing accounts. Now, if this sounds like you, or perhaps someone in your account management team, then please get in touch and let's see if it's a right fit for you. Email me at jenny@accountmanagementskills.com or connect with me on LinkedIn. 
How team profiling can accelerate your agency's growth, with Osmaan Sharif
October 19, 2021 • 56 MIN
Welcome to Episode 47. Have you ever wondered why sometimes you're just in flow at work? You're doing something you love, time seems to just stand still. And you feel like you could do this task for ages. And sometimes you're doing tasks that feel heavy, hard, difficult. And you look at someone else doing it and then think, why did why does that come so easy. I've invited business and performance coach Osman Sharif, to talk to us about how understanding your own unique superpower can help you enjoy what you do at work, get the best results, and embrace your unique talents. And ultimately, this makes your business and your career much more satisfying. If you're working in an agency environment in account management and you're ambitious, you want to accelerate your career and you want to increase your confidence with clients and improve your consultancy skills, so you can add more value to your client relationships and grow your accounts then my next Account Accelerator programme starts on January 27th 2022. If you'd like to know more, then please get in contact and let's see if it's a good fit for you. You can contact me on LinkedIn at Jenny Plant or you can drop me an email at jenny@accountmanagementskills.com
The Art of Client Service, with Robert Solomon
October 5, 2021 • 58 MIN
Welcome to Episode 46, with Robert Solomon. He's the author of the must read book for anyone in agency account management, 'The Art of Client Service'. In this chat, we talked about: - why there are fewer account managers doing more with much less experience - why some people believe the account manager role is becoming extinct and what we both think about that - and why often the work of great account management isn't recognised. Robert also talks us through his approach to managing difficult client conversations. And we talk about so much more. Robert's book, along with his workshops and his coaching have become foundational to building a new culture of client service and collaboration at many organisations of all different types and sizes and geographies. Robert is the founder of Solomon Strategic, and he provides marketing counsel to ad agencies, clients, and those in marketing looking for behaviour change. Robert, in his career, was a senior executive at several US based international advertising and marketing agencies. He was president and CEO of Rapp New York, president of direct and digital marketing at Ammirati Puris Lintas, General Manager of FCB Direct West and Senior Vice President and associate partner at Digitas. In this chat, we talked about: - why there are fewer account managers doing more with much less experience - why some people believe the account manager role is becoming extinct and what we both think about that - and why often the work of great account management isn't recognised. Robert also talks us through his approach to managing difficult client conversations. And we talk about so much more. Robert's book, along with his workshops and his coaching have become foundational to building a new culture of client service and collaboration at many organisations of all different types and sizes and geographies. Robert is the founder of Solomon Strategic, and he provides marketing counsel to ad agencies, clients, and those in marketing looking for behaviour change. Robert, in his career, was a senior executive at several US based international advertising and marketing agencies. He was president and CEO of Rapp New York, president of direct and digital marketing at Ammirati Puris Lintas, General Manager of FCB Direct West and Senior Vice President and associate partner at Digitas.
What agencies can learn from management consultancies about account growth
August 27, 2021 • 50 MIN
Welcome to Episode 45. Today's chat with Richard Long, Director of Strategy & Communications at earthware will be particularly interesting for you if you're curious to understand how management consultancies operate versus agencies, and why they could potentially be posing a threat to your agency business. This is going to be particularly relevant if you're working in healthcare communications, because Richard currently works for an independent healthcare digital agency, but was also working for a management consultancy where he was setting up the life science arm. Richard shares insight into: - how management consulting consultancies operate - what a land and expand approach looks like - and how you can differentiate yourself from any management consultancy that might be posing a threat to your client business. He also shared some top tips from his many years working in account management. I hope you enjoy this chat with Richard. If you're working in an agency account management role at any level, and you'd like a non salesy approach, to add more value to your clients and grow those existing accounts, then check out my Account Accelerator programme, starting again on 23rd September. If you'd like more details, drop me a line at jenny@accountmanagementskills.com and we can see whether it's right for you.
How to systemise account management in your agency, with Alex Raymond
August 24, 2021 • 50 MIN
Welcome to Episode 44. In this episode, I talk to Alex Raymond from Kapta about everything to do with account management processes. Not project management systems, not CRM systems, but having a dedicated system to guide the agency account management team, when it comes to managing and delve developing existing client relationships. Kapta is a key account management platform. We chatted about: - the importance of having a client development plan - the value of running quarterly business reviews - how to avoid client churn - and also how account management's going to evolve over the next three to five years. I hope you enjoy my chat with Alex and you can check out the details for KAMCon on the website which is https://kapta.com/kamcon A reminder also that my next Account Accelerator programme starts on 23rd of September. This is a transformational programme for agency account managers and account directors to take your agency from unpredictable project revenue to more predictable account growth. It's a playbook for growing existing business, a step by step process and a toolbox of strategies that you can take back to your agency and apply. https://www.accountmanagementskills.com/training On this page you'll also find testimonials from account directors and account managers who've been through the programme.
What's the role of Client Services Director in a copywriting agency, with Nina Whittaker
August 17, 2021 • 49 MIN
Welcome to Episode 43. This episode is for you if you're interested in the role of agency Client Services Director, or maybe you're just curious to see how our copywriting and content marketing agency works. Nina Whittaker is CSD for Stratton Craig, and she talked about everything to do with the CSD role: - the skills you need - the challenges you might find - and how she also adds value to her clients and keeps ahead of her clients' changing needs. I hope you enjoy the chat with Nina and have come away with a few ideas. A quick message about my Account Accelerator Programme. Designed for agency account managers and account directors, it kicks off again on 23rd September 2021. If you're interested, then go over to accountmanagementskills.com/training where you can find out more information about the programme. It's designed to take your agency from unpredictable project revenue to more predictable account growth.  
Top 10 tips for getting, keeping and growing clients from podcast guests
August 3, 2021 • 22 MIN
Creative agencies live and die by their ability to get, keep and grow clients. If you're a creative agency leader or in agency account management and want some useful insights and tips then listen to this episode. It's a compilation of soundbites from my guests who have shared some brilliant golden nuggets during the year I have been recording the podcast.
UK Creative Agency Recruitment Trends, with Phil Cookson
July 25, 2021 • 51 MIN
Welcome to Episode 41. In this episode, Phil Cookson and I talk about the current trends in the creative agency recruitment space. We talk about why agencies are struggling to hire right now, what they need to do differently to attract the right people, how the market is evolving. And there are also some tips for you if you are currently looking for a role and you want to find the right agency. I hope you enjoy this chat with Phil. I certainly did. A quick reminder that my next Account Accelerator Programme is starting on September 23rd 2021. This programme is all about building confidence for account managers. It's designed to take you from unpredictable project revenue to more predictable account growth. # You can find more details on my website at accountmanagementskills.com/training or get in touch on LinkedIn Jenny Plant, or pop me an email jenny@accountmanagementskills.com
What the fandom formula means for creators, brands and agencies, with Zoe Scaman
July 20, 2021 • 48 MIN
Welcome to Episode 40. For this week's podcast, I was delighted to speak to Zoe Scaman. We talked about the creator economy and fandoms; why the traditional agency business model is under threat, and we talked about her recent article called Mad Men Furious Women, in which she talks about misogyny in the ad industry. I hope you enjoy this episode with Zoe and come away as inspired as I was. If you're not already doing so, I'd highly recommend you follow Zoe on Twitter @zoescaman.
Leading client meetings, with Jenny Plant
July 13, 2021 • 11 MIN
Welcome to Episode 39. This episode's for you if you're an account manager managing client relationships on a day to day basis. In this episode, I'm going to share with you three key steps to leading a client meeting. One of the many roles of an account manager is to lead meetings where you may have several clients involved, and also several members of the agency team. This might be a presentation of your new ideas, or it could be campaign results, or even you might be conducting a post project review: anything where there's meetings of several individuals from both the clients side and the agency side. As the main point of client contact, you're the one that needs to be seen to be facilitating and leading a meeting such as this. So I want to share with you three key steps you can take to make sure that you're covering all bases when you turn up at meetings.
Client Insights Report 2021, part two, with Carey Evans & Simon Rhind-Tutt
July 6, 2021 • 33 MIN
Welcome to Episode 38. This is part two of a two part interview with Simon Rhind-Tutt and Carey Evans from Relationship Audits and Management. If you didn't catch the first part, I would urge you to go back to Episode 37 and make sure that you listen to that one, because we covered the three themes of their interviews with hundreds of clients over the last year: - Is your agency fit for purpose? - Are you nimble enough? - Are you communicating in the best way? This episode, we're going to cover three new themes: - Are you sharing learnings from other clients? - Are you better or worse a tech? - And did you realise that what drives perception of value for money has changed. I hope you enjoy this final part of the interview with Simon and Carey and come away with some ideas for what you could perhaps be doing differently with your agency right now, as a result of the insights that they both shared. If you have been listening to this podcast for a while, I would really love you to go and leave a review on Apple podcasts so that more people can get to hear it. I would love your review to be very honest.
Client Insights Report 2021, part one, with Carey Evans & Simon Rhind-Tutt
June 29, 2021 • 26 MIN
Welcome to Episode 37. This is part one of a two part interview with Simon Rhind-Tutt and Carey Evans from Relationship Audits and Management. They've put together a report summarising what clients are telling them about agencies. They've taken this data from hundreds of interviews that they've conducted with clients over the last year. There are six themes in total, and they talk us through each theme, share some insights, share some quotes from clients, and then, most importantly, what they believe agencies need to do about it. What actions do we need to take? Part one covers three key themes: Is your agency fit for purpose? Are you nimble enough? Are you communicating in the best way? I would urge you to tune in to the part two, next week where we're going to follow the theme and cover three more topics - are you sharing learnings from other clients; are you better or worse at tech; and did you realise that what drives perception of value for money has changed.
How to develop your personal brand for agency leaders with Steve Richards and Ryan O’Keeffe
June 22, 2021 • 52 MIN
Episode 36 is all about personal branding. I spoke to experts in this area, Ryan O'Keeffe, and Steve Richards from Jago. They work with entrepreneurs, business leaders and employees and they've done a lot of work with agencies and agency owners particularly. They share some really powerful insights and tips, not only how personal branding works for agency owners, but also how it can benefit agency account managers. We cover: What is personal branding? Why is it important to pay attention to your personal brand The impact of focusing time on your personal brand Where to start with personal branding. They also shared some really insightful examples of how it can transform your agency business. I hope like me, you come away inspired by this episode and with some 'aha' moments. I would highly recommend you follow Steven and Richard on LinkedIn. They share some brilliant content and they really are super, super guys. A quick reminder, if you are an agency account manager and you're listening to this, you'll find lots of resources here on my website at www.accountmanagementskills.com. There's a quiz you can take on the Home page in which you evaluate how good you are at developing client business. You can also sign up for my newsletter, where I share weekly tips and podcast episodes and information specifically for the agency world.
Why every agency account manager needs to be good at brief writing, with Ceylan Boyce
June 15, 2021 • 39 MIN
This week I invited my good friend, Ceylan Boyce to talk to us about strategic thinking and getting brief writing right. We talked about: Why it's so important for an agency account manager to have that important skill of writing briefs Why it's important to agencies and clients to get the writing of the brief right What's the implication of having a shitty brief Where briefs go wrong and some of the important elements to include in a good brief. I'm also asked J to share some experiences that she's had, where the agency has written a brief and challenged the brief with their client. And it's proven very, very fruitful. I hope you enjoy the episode with Ceylan, and you come away with a few ideas about brief writing. Now, if you are interested in the brief writing workshop that we're running, please visit my Training hub at www.accountmanagementskills.com/training.  You can reach out to me on LinkedIn at Jenny Plant, or send me an email at jenny@accountmanagementskills.com.
How to reach more senior clients, with Jenny Plant
June 8, 2021 • 11 MIN
Welcome to Episode 34. One of the things that account managers who come on my Account Accelerator programme tell me is that they have a barrier to growing existing business, because they don't feel like they're talking to the decision maker. They say that their client contact is not senior enough, or a major decision maker, and therefore, are not really going to be open to new thoughts, new ideas, and have any authority to open the door to other people within the organisation, or to say yes or no to new ideas that they're presenting. So today's episode is all about how do we reach more senior people within the same organisation, without upsetting your key contact. I hope this episode gives you a few ideas to consider when thinking about trying to establish relationships with more senior clients. There are a few more ideas, which we cover in the Account Accelerator programme. So if you're interested in finding out more, it's all about creating a client centric plan to increase your revenue from your existing clients. And I will be running that in September 2021 again, so if you're interested in more details, please get in contact. It's Jenny Plant on LinkedIn, or jenny@accountmanagementskills.com.
How to deal with difficult clients, with Dr Mark Goulston
June 1, 2021 • 47 MIN
This episode's for you if you have a difficult client situation to manage. At some point or other as an agency account manager, we have to manage difficult clients. It's kind of part of the job. And in this interview, I love how Dr. Mark Goulston weaves some practical tips and examples of how to manage difficult people into his engaging stories. If you're old enough to remember the OJ Simpson case, like I am, he also shares how he was subpoenaed to appear at the trial, and how he handled the moment the lawyer tried to bully him. I highly recommend Mark's book, 'Just Listen', it really does include loads of tips for managing difficult clients. (NB: This episode was recorded and published before the death of F Lee Bailey on 3rd June 2021) If you're in an agency account management role, or maybe you have a team of account managers, and you want to have a roadmap and a playbook to grow those existing accounts by adding more value, expanding the relationships and also being comfortable asking for referrals, then check out my account accelerator programme. It starts again in September 2021. And you can find out more details by going to my website, www.accountmanagementskills.com/training or drop me a line at jenny@accountmanagementskills.com.
How to account manage in an independent full service agency, with Emma Blaken & Matt Bonser
May 25, 2021 • 41 MIN
Welcome to Episode 32. In this episode, I chat to Matt and Emma in the account management team at Purpose Media. They've shared with us their tips and insights into their role. And they've shared: - how they approach client management - how they run their discovery workshops - the key questions they asked their clients at the beginning of the relationship - and how they always aim to position themselves as trusted advisors to their clients from the start. There's lots more. I think this chat will be particularly interesting for you if you are looking to get into the role of account manager or senior account manager in a full service independent agency. Or maybe you're already in that role, and you're curious to see how other account managers operate. Now, if you are an ambitious agency account manager and you really want to accelerate your career by improving your agency account management skills, then check out my Account Accelerator programme. The next cohort starts in September 21. You'll meet your peers and go through a 12 week programme, which is a clear roadmap and plan to add value to your existing accounts and increase revenue in 90 days. So if you want more information about that programme, then go over to www.accountmanagementskills.com/training.
How can a podcast help an agency's new business strategy? with Nathan Anibaba
May 18, 2021 • 37 MIN
Welcome to Episode 31. This episode's for you if you're interested in the idea of podcasting becoming part of your new business strategy. Perhaps you've been considering having podcast for a while. Or maybe you've got one already, and you're looking for some tips to make it even better. Or maybe you're just simply open to the idea of having a podcast or maybe you're dead against it. Hopefully, Nathan Anibaba is going to shed some light on this. He is an expert in this area, having hosted his own podcast, and he's now at 140 episodes, Agency Dealmasters. He shared with us lots of tips, lots of insight into the world of podcasting. He explains why it's so beneficial to businesses for generating new leads, where people go wrong with podcasting and the key steps to consider. I really hope you find this valuable.  If you haven't done so already, please come over to my website and check out all of the information I've got there for agency account managers. You can take a quiz, which is all about agency growth. You can also sign up for my weekly news newsletter where I share advice and tips for agency account managers and all of the episodes of the podcast. I look forward to speaking to you on the next one.
What are the financial metrics & best operational model for a fast growth agency?, with Mark Probert
May 11, 2021 • 45 MIN
This episode is for you if you're interested in the finance and operations side of the agency business. Mark Probert is an expert in helping agencies scale fast. In this episode, he shares with me some of the most useful financial benchmarks that high growth agencies use, such as what a healthy financial position looks like in terms of liquidity, typical revenue, target per staff member, average billable rates, and lots more. He also shares why agencies are hiring ahead of the business need currently, and also shares his thoughts on the most conducive agency business model for growth. I learned loads in this episode, and I really hope you do too. If you're an account manager with two to three years experience working in an agency, and you really want to - fast track your career - be recognised for adding more value to your existing accounts, and growing the existing business then the next Account Accelerator Programme starts on 2nd September 2021. This is a 12 week programme, where I help you create a client centric plan to add value to your existing accounts and increase the revenue from those existing accounts in 90 days. Places are limited on this course and I'm taking enquiries now. So if this sounds like you then drop me a line. It's jenny@accountmanagementskills.com or find me on LinkedIn at Jenny Plant.
How to account manage in an app development agency with Tim Moore
May 3, 2021 • 36 MIN
This episode is for you if you're interested in the role of account management within an app development company. Tim Moore, account director at Sonin joined me. He shared his experience of working in an app development agency; what he believes makes a successful account manager in his agency, the typical types of projects he gets to work on, and he also talked through the process that they follow from initial concept all the way through to final app development. This is a fascinating episode, I really enjoyed my chat with Tim, and I hope you get some value from it. Now if you've been listening to the podcast for a while, I'd love to ask you a huge favour. Would you please go and leave me a review on Apple podcasts? That means that the podcast gets seen by more people, and I'm able to help more people in the account management role in the creative agency.
How to manage others for agency account managers, with Matt Plant
April 27, 2021 • 47 MIN
Welcome to Episode 28. This episode's for you if you're interested in managing other people. Maybe you're in an account manager role now and you're thinking that the next step up for you is going to be an account director role, where you're going to be responsible for a team. And you're wondering what skills you need and how you should prepare yourself for the role. So I persuaded an expert to come and talk to us. We talked all about how to manage other people,  and what skills you need to do the job effectively. the biggest changes people have to make when transitioning to managing others, and some of the biggest mistakes people make when managing others for the first time. the top three things people should consider when wanting to make that move, and some examples of the most successful people in manage managerial roles. Lots of value here and lots of tips and takeaways for you if you are thinking about this role. You may also notice that I'm quite familiar with the guest. This is because it's my brother, Matt Plant. He's been in training for over 20 years, working with with training companies like Hemsley Fraser, Virgin Atlantic, and he was in the training department for Energy Development Oman in the Middle East. He's worked with clients such as Rolls-Royce, Cancer Research, the Bank of England, and many, many other organisations, helping them with training and general learning interventions for lots of different topics. So he's probably the most expert person that I know. And whilst I do have many years managing others, I was never officially trained. So I hope you come away with some ideas for yourself when it comes to managing other people. And please do get in contact with Matt, to find out more details about his course that's coming up for managing others for new managers. 
10 top tips to be successful in agency account management, with Jenny Plant
April 20, 2021 • 24 MIN
Welcome to Episode 27. This is the top 10 tips to be successful in agency account management. And the reason that I'm giving you top 10 tips is because we've now passed 26 episodes on this podcast, and we've had some fantastic guests sharing really, really brilliant advice for agency account managers to up their game, to be more proficient in what they do, and to be much more successful in their role. So I thought what I'd do is reflect back on some of those interviews, and pull out some of the best tips that I think have been shared on the podcast. So this episode is highlighting all of the top tips that are going to help you in your role. A quick reminder if you are interested in knowing who's coming up on the next podcast, and also listening and hearing new tips and advice for agency account managers, then come over to my website, accountmanagementskills.com and sign up for my newsletter. The newsletter goes out every week, or two weeks, and I try to include as many tips as I can, new tips that I've learned through listening to someone on the podcast myself, or things that I'm reading and sharing. And I can let you know about forthcoming trainings.
What account managers can learn about the science of listening, with Dr Laura Janusik
April 13, 2021 • 46 MIN
This episode is for you, if you're interested in improving your listening. You're going to learn why listening is a strategy and not skill; the only way we can tell if someone's listening to us, which I found really fascinating; some great tips for training yourself to listen better; and also why there are four listening habits, and how you can assess which listening dominance you have, and how that can help you connect better with others. I think there are loads of tips here for account managers who are dealing with their clients. And listening is such an important thing to do well. I hope you enjoy the chat with Dr Laura Janusik and you come away with lots of tips and ideas to improve your listening. And I hope that you'll go ahead and take the Echo profile test which Laura mentions, to see which dominance you have and how that can help you in your communication with your clients. A quick reminder also that if you are interested in more tips and ideas for your role in creative agency account management, then come over to my website. It's accountmanagementskills.com, where there are lots of information and resources for agency account managers. I look forward to seeing you on the next one.
How to use the power of 'surgical empathy' with your clients, with Dr Mark Goulston
April 6, 2021 • 42 MIN
This episode's for you if you are looking to create more rapport with your clients and build trust. Dr Mark Goulston explains why empathy is so powerful and why people are afraid to empathise in business. He talked about how you can get your clients to trust you and you'll be asking yourself are you a plus-er or a minus-er or a topper? I hope you enjoy the chat with Mark and come away with a few ideas for how you could perhaps empathise more with your clients. If you would like to receive a weekly newsletter with tips for account managers and sound bites from podcasts, and news and events then come over to my website accountmanagementskills.com and you can sign up to receive a weekly newsletter.
An agency leader's guide to account management, with David C Baker
March 26, 2021 • 48 MIN
Today's episode was a real treat. For me, I have the pleasure of talking to David C. Baker, who is a legend in the agency world. We discussed everything to do with account management, including why David thinks the account management role is the most difficult role in the whole agency. Also the problem with account managers doing project management tasks, where he sees performance deficiencies in account management, and some brilliant advice for how to address those deficiencies, and also up your account management game. Why he suggests agencies asked their clients to take personality profile tests, why account management don't receive guidance from agency owners, and so many more topics. I really enjoyed this chat, and I know you're going to come away with some value.
How to move from agency employee to agency owner, with Simon Barbato
March 23, 2021 • 46 MIN
This episode is for you if you're working for a creative/digital agency and are thinking about becoming an agency owner. It's also one to listen to if you're in a planning role (sometimes referred to an agency strategist) or are wondering whether your talents might be suited to this role. Simon Barbato is the founder of Mr. B and Friends. Like me he started his career in advertising in the 1990s in client service. He quickly then transitioned into a strategist/planner role and then eventually became an agency owner. In this episode, he is going to share his journey, the ups the downs, and also his advice for you if you're considering something similar. He's also going to share why he believes now is a great time to make that leap. I've asked Simon to share with us a little bit more about the role of a planner in an agency, how they work with the account management team, how it adds value to clients and leads to client retention and at what point an agency should consider having one. Enjoy.
Why 98% of online ads don't work - and what to do about it, with Martin Lucas
March 16, 2021 • 50 MIN
In this episode Martin Lucas, Mathematical Psychologist and Founder of the company Gap In the Matrix is about to blow the lid off many of the sacred cows in the agency world. He has spent four years studying why humans don't understand humans and how brands are missing a trick when it comes to engaging their customers and understanding why they make purchasing decisions. Rory Sutherland, Vice Chairman of Ogilvy said this about Martin's company: "Gap In the Matrix is one of a tiny number of people in the world who understands that it is psychology which offers the greatest potential to revolutionise marketing in the next ten years and beyond.” In this fascinating episode he shares the results of his four year study and drops bombshells like: * Why $265bn of online ads don't get interacted with and the average Facebook ad click through rate is a tiny 1.61%, Google display ad 1.91% and programmatic 0.035% * Why measuring impressions isn't useful * Why brand strategy is stuck in its ways and should be called "performance branding" * Why defining "personas" for a brand isn't helpful * Why the attribution model for measuring online ad performance is wrong * How he is now helping global FMCG brands increase certainty in their marketing spend and save on average 18-21% of their advertising, increasing their profit margins by 3-21% and achieving 70-120% above industry average for open rates and click through rates. I hope you find this episode as intriguing and eye opening as I did.
What's the role of a digital agency project manager?, with Nadine Schofield
March 9, 2021 • 38 MIN
This episode is for you if you're in a digital agency project management role or are aspiring to work in project management in an agency. It's also for you if you're an agency leader who is looking to ensure the role of the project manager runs smoothly. Nadine Schofield is the Founder of Project Management on Demand and she'll be sharing with us: * The core (hard and soft) skills you need to be an effective project manager * Where agencies go wrong with approaching project management * The differences between an agile, waterfall and wagile way of working * Differences between the role of the account manager and project manager and how they can work together efficiently * The downsides of the hybrid role where the project management and account management function are in a combined role * Some suggestions for how to decide which project management system to use in your agency * How working from home has affected the project management role in agencies * How a temporary project manager can be inserted into the agency for one off projects on an ad-hoc basis * Some of the core processes you need for the project management role in your agency
How to improve the way you work with a marketing director, with Sam Bridger
March 1, 2021 • 57 MIN
Sam Bridger is an interim Marketing Director and consultant. She has worked in marketing for over 25 years, 14 of which have been spent as interim marketing director. Throughout her career she's managed many different agencies and so is in a very good position to provide the 'client side' perspective on how agencies manage her business. In this episode, she shares lots of tips and insights into what its like being a client and how you can improve the way you work with your client: * How to engage with your clients when they're not responding to you * Why you need to understand the role and associated pressures of your client * One of the best ways to make a cold approach to a prospective client * Why she thinks it's a great idea to ask your client for referrals where the relationship is strong * The worst thing agencies can do during client meetings and pitches * Why being genuine and empathetic is so important to the account management role * Why you need to take an interest in the client's product and learn as much as you can to be credible for clients * How to treat the client when having meetings and do your homework before meeting clients * The importance of taking the time to do your research before client meetings and pitches * Why she believes the traditional pitch process needs to change to a shorter term project approach before assigning all the business * Why helping the client deliver their objective is your key role * Why agencies don't ask for feedback enough after a pitch and her suggestion for how you can approach this * Why clients don't always know what needs to go into a pitch brief so asking the right questions is key
How to lead the team as agency client services director, with Paul Kirkley
February 23, 2021 • 40 MIN
Paul Kirkley has spent his entire career in agency account management. He knew from a young age he wanted to work in advertising and has certainly fulfilled his ambition. He now works for one of the UK's top creative agencies, MadeBrave as Client Services Director and his experience includes 20 years with JWT (now Wunderman Thompson) working as Global Business Director for brands such as Nestle, Jaguar and Kenco (JDE) where he also lead a client services team of 120. In this chat, he shares: * Why always being curious and genuinely interested in the client's business is key to success * How seeing the world through the eyes of each agency department and understanding their motivations sets you up for success in your account management role * Why the best briefings come out of the best questioning and listening * Tips for how to become a client's trusted advisor * How to lead, inspire and set the account management team up for success * The skills you need to be an effective client services director * How to make sure you stay relevant and valuable to your client * The biggest challenges faced by client services directors and how to prepare for them * How remote working has changed the way account managers now interact with clients * What skills you need to work with global brands * How to be introduced to the client's C-Suite * How agencies will evolve in the future and lots more...
What can creative agency account managers learn from an account manager in the software industry?, with James Aldrich
February 17, 2021 • 49 MIN
James Aldrich is a major account manager with over twenty years experience in both business development and account management in the software industry. James's sector speciality is telecommunications and I invited him to share his experience to see similarities and differences between the account management role in the creative industry and software industry. Despite starting his career wanting to be a film director or a guitarist in a band, he found himself in account management which has not only opened up many career opportunities but has also allowed him to fulfil his ambitions outside of work. In this brilliant chat, James shares his thoughts on: * How your own network is one of the most important aspects of your role and how it can bring value to your clients, your company and to your own career * Why it's important to choose a company to work for that aligns with your personal values * How and when to ask for referrals * Why business development and account management are similar roles * How sharing insight into how other industries work can bring value to your clients * How 'buddy systems' enable junior account team members to get up to speed quickly * Why taking a 'customer first' approach to everything you do leads to success * The importance of ensuring every client communication and touchpoint reflects your company values * Why you should learn from how other industries operate * Why you should always be curious and look ahead to what's changing in your industry and your client's industries I really enjoyed this chat and I hope you come away with some reminders and inspiration for other things you could be doing in your career or role that will be valuable to you, your client and your agency.
How to present new ideas with behavioural science in mind
February 12, 2021 • 15 MIN
In this episode I reflect on some recent research on how status quo bias affects a client's decision making process and why that's important for us to know when presenting new ideas. In this episode we dive into why when presenting new ideas to our clients that require them to make a big change, it's useful to understand the psychology of why they might be reluctant to. By knowing this we're then able to present the ideas with this in mind and provide the information that they require to make their decision. I hope you enjoy this episode and I'd love to hear your thoughts on this topic.
How to be a strategic account manager in the creative industry, with Andy Young & Laura Cohen
February 2, 2021 • 55 MIN
Andy Young and Laura Cohen are both strategic account managers for Skeleton Productions, a full service agency specialising in video production. In this chat, they share some brilliant tips and ideas for account managers who want to enhance their account management skills. They share: * Why shifting from being a good relationship builder to taking more of a 'challenger' approach with your clients works * How to build trust with your client so they take risks to do bigger and bolder projects * Why keeping your finger on the pulse with future trends in your specialism is key to ensuring your clients see you as an advisor rather than order taker * What a pre-flight questionnaire is an how to use one * Why you shouldn't be scared of the word "strategy" * Tips for how they've kept decision makers engaged throughout projects and how to get things back on track if the project goes awry I hope you come away with lots of ideas to implement in your role.
Exceptional leadership and having difficult conversations, with Nadine Powrie
January 21, 2021 • 43 MIN
This episode is for you if you're an agency leader or you're managing a team. My guest is a good friend of mine Nadine Powrie who is an executive leadership coach and workplace mediator who specialises in helping people have difficult conversations. Nadine has helped hundreds of people enhance their leadership ability through her coaching and training. and is an expert in her field. Her podcast "Leading the Coaching Change" is currently celebrating its 80th episode and she has a weekly LinkedIn live session with other leadership coaches where they discuss topics that are relevant to those who want to develop their skills and keep abreast of changes in their field. In this chat, Nadine shares her thoughts and insights into: * What makes an exceptional leader * How two leaders in her career made a lasting impact on her life (and what you can learn from it) * Why having a clear vision, strategy and values defined are so key to being a successful leader * The surprising truth about hiring the right people for your team * How to set yourself up for success before having a difficult conversation I could have discussed these topics with Nadine all day as she has a wealth of experience and knowledge and I'd like to invite her back to share some more tips with the account management community.
How to be a great agency account director, with Sarah Deakin & Ruby Beagan
December 29, 2020 • 50 MIN
This episode is particularly useful for you if you are working as account manager in a creative agency and aspire to be an account director. It's also useful if you're already an agency account director and are looking for some ideas and learnings from other account directors in the creative industry to apply in your role. Sarah Deakin and Ruby Beagan are account directors for Thursday Studio, an insight-led design studio in Winchester. The reason I invited them on to the show is to share their day to day experience of what it's like in the role of account director in a creative agency. During this interview, they share: * What they believe is the value the account management role brings to an agency and its clients * Difference between the account manager and account director role * Examples of where they've made a difference to the client's business * Their thoughts on why clients stay with agencies for the long term * Their approach to client retention and growth * The challenges those in account management are facing right now with remote working and some ideas for how to overcome them * Advice for others in agency client service who want to improve their account management skills and accelerate their career * The key areas account directors should be focussing on in their role ....and lots more nuggets of wisdom. Enjoy.
How to create a high performing agency team culture, with Alison Coward
December 15, 2020 • 32 MIN
This episode is for you if you're responsible for an agency team and you want the team to be working together more collaboratively. Today's guest is my friend Alison Coward who is the founder of Bracket Creative and an expert in team culture. In this episode Alison explains: * Why it's important for agencies to pay attention to their team culture and impact a positive culture has on productivity * What to look for if you suspect your team culture needs attention * Some examples of where agency leaders go wrong with team culture * How remote working is affecting team collaboration and what you can do to bring the team together Alison shares insight she's gained from many years working with high performing teams and what shines through in this chat is Alison's vast knowledge and passion for the subject and the many compelling reasons why team culture, particularly now is so important to keeping us all working together in the best possible way. Enjoy!
The account management skills you need to grow existing client business
December 9, 2020 • 22 MIN
In this solo episode I talk through the four steps of the client value ladder and the skills you need to deliver value at every level. It's particularly relevant for you if you are managing the day to day client relationships but are also responsible for account growth and delivering on your agency's forecast. Many of us in agency account management know that acquiring a new client is 5 to 25 times more expensive than retaining an existing one (1) & increasing client retention rate by 5% increases profit by 25% to 95% (2), but another study by Gartner reported that a whopping 80% of a company's future sales will be derived from 20% of their existing client base! (3). This makes the skill of growing existing business very important. What's less well known, and also shown in another study by Gartner called 'Why your accounts aren't growing and what to do about it', is that the account management skills required to retain accounts are DIFFERENT to those required to grow (4). The report showed that providing exceptional service leads to retention, not growth. This means that as agency account managers we need to be thinking about how we need to behave differently if we're responsible for growing our existing accounts. The report concluded that mastering “client improvement conversations” increases your ability to grow an account by 48% and increases likelihood of renewal or retention of spend by 94% (4). If handled poorly or indelicately however these conversations could damage relationships and trust (4). 'Value improvement conversations' are defined by the three following actions: 1. Provide customers with a unique, critical perspective 2. Paint a vision of the customer's future business 3. Provide customers with an ROI on the entirety of the relationship I hope you enjoy this episode and come away with ideas for the skills you need to develop or that you are indeed on the right track with your client development strategy.
What you need to know about the evolution of branding, with Bill Wallsgrove
December 1, 2020 • 53 MIN
If you have an interest in branding, feel your agency brand needs a makeover or you're looking for help to offer branding workshops to your clients, this episode is for you. Bill Wallsgrove has been helping companies with branding for 30 years. He's worked on some of the most exciting and well known brands such as Heineken, Budweiser and Benetton to name just a few and has held Creative Director roles for some of the most prestigious strategic design agencies such as Coley Porter Bell and Future Brand. He has been guiding agencies with their brands for years and his brand consultancy services include mentoring the likes of Studio Blup (recently bought by the LAB Group) known for their work with brands like Nike, MTV and Ministry of Sound. Today I pick his brains on everything branding related and ask him to share his thoughts, opinions and observations about how branding has changed during his career. In this episode Bill chats to me about: * His definition of a brand * Why he disagrees with many companies who believe they need a brand purpose * What a 'digital first' approach to branding means * How brands and the process of branding has changed over the years * Why we are in the third generation of branding and examples of brands who are leading the field * Why and how he works with agencies to help them with their brands * Why he believes agencies need account managers and some tips for great account management ....and lots more.
How to prospect for agency new business, with Lucy Snell
November 24, 2020 • 36 MIN
Today's guest is the lovely Lucy Snell the co-founder of Cherry Consulting. Cherry helps creative and digital agencies to generate new business and Lucy started the company in 2004. She's been featured three times in the BD100 list as one of the UK's most influential business developers and during this interviews shares many tips for agencies who are looking to generate more leads. In this episode, she shares: * Some of the biggest challenges she's seeing agencies have for approaching prospects right now * Tips for how to get cut through when prospective clients aren't responding * What she did to get a 50% open rate on one of her email campaigns * What she finds agencies need the most help with in the area of new business generation * Her thoughts on why some agencies are thriving at the moment * Exactly what she believes you should be spending your time on in the area of new business depending on the size of your agency. If you're working in agency new business or have aspirations to do so, this is a great interview and full of practical real life examples and advice. Enjoy!
How to approach and develop relationships with procurement, with Jessica Bowler & Iris Gatzweiler
November 13, 2020 • 47 MIN
Today's guests are Iris Gatzweiler and Jess Bowler who have been working in marketing procurement for many years in the pharmaceutical industry. I asked them to share more about their day to day roles in procurement and shed some light on how agency account managers can develop stronger relationships with them. In this episode we discuss: * What they look for in long term agency supplier relationships * Where they see the value in agency account management and some tips on how to keep the relationship on track * Advice for how to approach someone in procurement when you don't have a relationship currently * Why involving procurement in how you expand your relationships within a company makes sense * How they make an agency selection and how you can stand out from the rest There are so many golden nuggets in this episode, you'll want to grab a pen and make some notes. I hope this will prompt you to review your current client relationships and identify where perhaps your relationship with procurement isn't very strong and also ideas for how to strengthen it.
How to avoid stress and burnout in an agency environment, with Louisa Pau
October 23, 2020 • 42 MIN
Louisa has a powerful message for you if you are working in an agency. She successfully built and sold her healthcare communications agency Woolley Pau in 2012 but her health suffered as a result and she ended up hospitalised. In this episode she shares her journey and provides advice and guidance for others who may be inadvertently heading in the same direction. In this episode she shares with us: * The 10 signs you may be heading for burnout without realising it * Why trying to be the 'hero' at work can have a detrimental affect on you, your health and those around you * What resilience is and why it's not just about 'bouncing back' * The difference between healthy and unhealthy stress and how to spot the tipping point * Why stress goes undetected until it's too late * Where to seek support if you think your health is suffering as a result of pressure, challenge and stress * The first few steps you can take right now if you think this may be affecting you * What she is doing now in her new business Otherboard to help those in agencies to prepare for, recover from and adapt in the face of stress or challenge I think this topic isn't discussed enough in agencies, environments that tend to operate at a hundred miles an hour most of the time. Louisa provides some sage advice and guidance having trodden the path and who now dedicates her time to helping others . If you recognise yourself in what Louisa was describing I would urge you to seek help by contacting Louisa to discuss your situation.
Secrets of highly effective agency leaders, with Spencer Gallagher
October 14, 2020 • 46 MIN
In this episode I'm delighted to have as my guest Spencer Gallagher who took time out of working on the second edition of his best selling book, Agencynomics, which he co-wrote with his partner Peter Hoole, to share his thoughts on agency leadership and client management. Having built and sold his own agency in 2008, he now runs the UK's leading growth consultancy for agency owners, Cact.us and is co-founder of the Cact.us Academy, a training portal for agency owners. He also heads up the not for profit global community of agency owners, also called Agencynomics and co-hosts the vodcast Agencyphonics where he interviews owners and thought leaders about growing an agency business. In this episode we cover everything from what he thinks is most important when leading an agency and how he approaches agency growth, to the biggest agency trends he's seeing and how to stay up to date and relevant in this time of digital transformation. We cover: * Key habits of highly effective agency leaders * What successful agency leaders are doing now to accelerate their agency's growth * What Spencer would do differently if he was starting an agency again * Key trends in the agency landscape * Why you need to keep learning to keep yourself relevant * Why agencies need to start thinking beyond social media and websites to supporting clients with their digital transformation.. ...and lots more nuggets you'll want to hear if you're an owner, leader or account manager.
The fundamentals of successful client management, with Carey Evans & Simon Rhind-Tutt
October 6, 2020 • 48 MIN
Today's episode is with the founders of Relationship Audits and Management, Carey Evans and Simon Rhind-Tutt. They are invited in by creative agency leaders and client services directors to assess the strength of their client relationships and provide recommendations and guidance for how to retain and grow the accounts. In this episode they share tip after tip from years of experience talking to agency clients about what they want most from their agencies. They remind us of many of the fundamental principles of account management having spoken to hundreds of clients and having built up years of benchmarking data from client interviews about what works and doesn't work when it comes to successful agency client relationships. In this episode you'll hear: * Why becoming the go to person within your agency for a chosen topic can accelerate your career * The winning agency formula for any pitch * What clients say 64% of agencies never do but should * How you can make your client's life easier * The average % time clients have to spend of their day liaising with all their agencies * How to create instant rapport with your client * A method we can borrow from professional services firms for how to get to know your client's business quickly * Five of the biggest trends they are seeing about what clients want most from their agencies right now..... ....and lots more valuable tips and reminders for how to make sure you excel in your account management role.
How to be more productive
September 17, 2020 • 16 MIN
Do you often feel overwhelmed by how much you have to do? This is a short quick fire episode where I answer a question I hear most frequently from creative agency account managers. The subject of productivity, time management and general overwhelm with number of tasks needed to be completed comes up a lot. Often being stuck managing the day to day firefighting distracts us from doing the things that are more valuable like thinking about ways of adding more value to the client’s business, looking at trends, working on client relationship expansion, client development planning etc. So here are 10 tips (plus an extra bonus one I added!) for ensuring you get as much of your Day to day workload completed as possible so it frees up space to do more thinking and planning. Account managers who want promotion to account director realise the only way they can work on more strategic tasks (client development plans, solving client business & communications challenges) is to be more time efficient. Let me know if these tips have been helpful and please share any others you’ve found beneficial so I can share with everyone else.
How to have a successful career in agency account management, with Phil Lancaster
September 10, 2020 • 52 MIN
Phil Lancaster has worked his entire career in agency account management. He's worked for some of the most successful agency holding companies such as The Lowe Group and WPP where he lead global account management teams and held the role of Global Business Director for brands such as Jaguar Land Rover, Reckitt Benckiser, Bayer and Bank of America. He has a wealth of experience working with clients at the board level and believes strongly that agency account managers need to have a relationship with the C-Suite in a client company. Other points we discuss are: * The value of the role of account management for both agencies and client (this has been debated recently in an IPA report) * One of the most important ways an agency account manager can save the client money * How account managers can position themselves as trusted advisors rather than order takers * Where agency account managers get client management wrong * Why C-Suite relationship building is essential * Advice for agency account managers to strengthen relationships amidst current remote working conditions * Phil's thoughts on how the agency landscape is changing and the future of the role of agency account management * Phil's top advice for you if you are starting out in your career in account management..... .....and lots more nuggets of wisdom and reflection from years of experience so this is one not to miss.
How to sell to existing and prospective clients, with Marcus Cauchi
September 1, 2020 • 55 MIN
Marcus Cauchi is probably one of the most well known salesman and sales trainers in the UK. I was fortunate enough to be trained by Marcus in the Sandler selling methodology and meeting him changed the course of my career as I suddenly realised selling skills could have been hugely beneficial when I started out in advertising in the 1990s. In this episode, Marcus shares with us: * What agencies need to do to win new business * The metrics he uses to evaluate a new business team's effectiveness * Why asking questions to gather information is a waste of yours and your client's time * How agencies can manage the handover from their new business to account management team * How understanding human psychology can aid us in selling * The most overlooked area of account expansion agencies miss * The three myths agencies have bought into about selling.... ....and so many more nuggets of selling wisdom, you'll want to grab and pen and make some notes.
Why you need a relationship with marketing procurement, with Tina Fegent
August 24, 2020 • 46 MIN
In this episode, Tina Fegent, marketing procurement consultant with almost 30 years experience shares tips for what procurement want from agencies and specifically agency account management. Tina has worked both client side for companies such as Orange and agency side in the role of Commercial Director so really understands what works and doesn't work when it comes to creating and developing relationships with the procurement team. In this episode Tina shares; - The most common complaint she hears from clients about agency account management - What great account management looks like for her - Why developing relationships with procurement is good for agency business - Ideas you can try right now for how to engage with procurement - What to avoid when pitching - What management consultancies are doing really well that agencies should be doing more of.... ....and lots more! So grab a pen and get ready to take some notes because she shares some golden nuggets of wisdom for you.
What your agency clients really want, with Kate Whittaker
August 12, 2020 • 36 MIN
In my first episode I'm delighted to be chatting to Kate Whittaker, Head of Corporate Communications at DUAL International. As a marketing client, Kate Whittaker has 30 years experience managing agency relationships so is very well placed to give her perspective on what agency account managers could be doing to win their clients over. In this episode we cover: 1. How Kate selects her agencies and what she suggests you do if you're considering cold calling prospective clients 2. The qualities she looks for in a potential agency partner 3. Examples of where agency account managers have won her over and built her trust as well as where agencies get client management wrong 4. Some advice for how agencies can present additional ideas during the course of working on another project 5. Why you need to be asking your clients for more referrals 6. Her tips for how to position yourself as more of a trusted advisor 7. What's changed for her in light of COVID-19 and what she'd be interested in hearing from agencies right now 8. Some great tips for how to maintain and develop strong client relationships during this time of remote working I hope you enjoy this episode. It's packed full of nuggets to help agency account managers with client retention and growth. The sound isn't optimal and my interviewing skills need some work but I do hope you come away with some actionable tips you can put into practice in your agency account management role. If you'd like more information about how you can retain and grow existing client relationships, you'll find information about the latest training for agency account managers here: https://bit.ly/accountaccelerator. If you're an agency leader with three employees or more and haven't already joined the Agencynomics free community, here's a link to join: https://community.agencynomics.com/. If you enjoyed this episode, I'd love your support by leaving a review and also drop me a line at jenny@accountmanagementskills.com if you know someone in a client role who would like to be interviewed and can share some great advice for helping agency account managers with their role.