Pitching, Is there a better way?

Pitching can often seem very intimidating and highly time consuming all for a job you may not even win. This often leads people to question if its all worth if and if there is a better way of doing things, however before we can question if there’s a better way we must first understand the elements of a pitch inside and out.

A client may decide to leave their current agency and seek out a new one for a number of reasons such as: Poor performance, Change in personnel, International alignment, Statutory review, Successful Networking, Bad luck, Lack of skill/specialist/expertise, Fomo, lack of financial transparency, pace of tech. From there your agency may be asked to pitch, this is where the journey begins. 

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Once you’ve The first part of the journey to the inevitable pitch is the flirting stage. Much like flirting in real life it’s possible you may not be the only agency being asked to pitch, This is where the chase starts, you’ll have some introductory meetings, possibly be sent a request for proposal (RFP), shortlisted and then able to pitch.

However much like a relationship there is a lot of behind the scenes things to consider to even make it that far, such as:

  • Your team: If your team and the potential clients team don’t mesh well that isn’t exactly a good start to a healthy relationship now is it? In order to make sure things run smooth you want to do your research on the potential clients team and make sure you choose the right people for the job.
  • Pitch strategy: How are you gonna win the potential client over? Much like when trying to woo a potential partner its important to have a game plan. In order to look organised and qualified and not make a fool of yourselves you need to have a strategy.sad-business-person
  • Pitch theater: Make sure to make it interesting, put on a show. Nothing to extreme, we don’t want to scare them off, but just enough to make sure they remember you.
  • Costs: Much like you would buy someone you have only know for 3 days a $4300 ring, you should keep in mind how much your spending on the pitch, after all the you don’t want to put all your eggs in one basket.
  • Contracts: Much like any healthy relationship you will want to set some guidelines, unlike any healthy relationships these will be written, signed and legally binding.
  • Failure: Just like that one time when you were 17 you may be rejected. It’s going to hurt after all the effort and time put into this pitch but much like when you were 17 your going to grow from it.
  • Saying No: Much like you don’t need to go on a date with everyone who’s interested you also don’t need to say yes to every pitch, sometimes it’s better to just say no.

Once all that has been considered and you have decided your happy to pitch you need to really consider some things:

  • Who will make up your pitch team: these people need to be compatible with the potential clients team, this team will also need to bring expertise to the table that are relevant and necessary to the pitch.smiling-businesspeople-discussing-on-a-meeting-161922112-56ffed213df78c7d9e5c164b
  • How much time and effort can you put into this pitch? Your team needs to figure out home much time they have, how much time they can spare, and how much time they are willing to put into this. If your team can’t make the time for it or isn’t willing to, maybe it’s time to reconsider whether to pitch or not.
  • Impact on your agency if you win: If you win your agency is going to have a whole lot more work, your agency needs to decide if they are ready and have to capabilities to take on this extra work.
  • Control of intellectual property: Once you pitch your ideas will be out in the open, if you win the pitch it’s also important to consider any work you do for them thwy will have final say and control over.

 

Now your 110% sure you want to pitch and your big day to pitch is approaching last thing to consider is the five p’s of pitching:

  • Preparation: This one’s pretty self explanatory, being unprepared is never a good look and it never goes down well.
  • Passion: being passionate about your ideas shows puts confidence in both you and the client and makes the pitch more interesting.
  • Professionalism: A client isn’t going to want to invest their money into an agency they don’t thing is professional enough to handle it.
  • Performance: Make it memorable, the client is most likely going to multiple pitches today make yours stand out.
  • Persuasion: If you can’t make a client believe in your pitch then there is no hope.

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Once you considered everything, put your pitch together and then pitched it to the potential client, it’s now the proposal stage. It’s probably been a few hard and long weeks for your agency and in just a few days you’ll find out if its all worth it. If the client says yes, then congrats you did it, you’ve reached marriage lets just pray it doesn’t end in a messy divorce! However if you don’t win the pitch, your team is probably feeling pretty bad, often resulting in agencies asking “ is there a better way?” short answer no. Much like courtship pitching is all about risk versus reward and it’s up to your agency to make that call. Much like courtship it’s important for agencies to not hinder on a failure but to instead grow from it and keep trying.  As if we all let the fear of rejection prevent us from opportunity there would be no advertising industry to begin with.

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Account Management – Key skills in a modern advertising agency

INTRODUCTION

Simply put an account manager is  the liaison between an agency and its clients. The primary responsibilities of account managers are to foster client relationships; work with sales and marketing teams to prepare presentations and sales pitches; design marketing strategies and media proposals; handle client communications and write client reports; and communicate client agendas to other staff members.


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Account managers are the bridge that connects agency to client and it’s really important that account managers have the skills and know how to properly do their job. 
Some skills in this industry are definitely more important than others, so today I’m going to be going through the skills i think are the most important to the role of an account manager and why.

Being able to deal with obstacles!

When it comes to account management you need to be very aware of ‘Murphy’s Law’, if it can go wrong, it will go wrong. Account managers need to be prepared and try as best as possible to prevent this. Being able to prevent, anticipate and deal with problems and obstacles is a major part of being an account manager, it separates the weak from the strong and is one of the most valuable and important skills in the industry. For a skilled and experienced account manager this means thinking rationally, thinking ahead and actively mitigating all risk. This will pave a clear path for you to be a successful account manager.  However if this doesn’t work and a problem does arise, it’s important that an account manager, gets a thick skin, grows a pair and follows these rules:

 

  • Don’t hide! Face up to the problem show that your willing to take responsibility. Not only will this mean no one else suffers from your mistakes, but builds trust and respect with clients.  Not facing up to a problem can not only end in your termination but could also mean the loss of a client or in the worst case someone else’s termination. To be able to own up to a mistake and rise from it, not only helps you grow as a person but to grow professionally. E.g An account manager should full responsibility for not meeting a deadline, rather than shifting the blame, not only will no one else suffer, but taking responsibility and arranging a fix shows maturity and professionalism that clients love.

 

  • Share the problem. I don’t mean share it and make it someone else’s problem, I mean come up with possible solutions and then see what other people think about these solutions.  pexels-photo-615475.jpegSharing your ideas and solutions not only allows you to hear them outloud but allows others to think outside your view of thinking and potentially build on them. 
    This will allow you to come up with better solutions to your problems. It will show the client how responsible, professional and prompt at fixing problems you can be. E.g The client isn’t happy with any of the pitched ideas, quickly coming up with some ideas and running them by some coworkers to build on them, can save a make or break situation. 

 

  • Manage your client. Take control, show then why your trusted with their account, provide your solution and stay calm. The client chose to work with you for a reason, clients don’t want to be doing your work for you. E.g A client’s brief has been misunderstood and the communication between you is not clear. This can be easily avoided, by just managing your client.  Ask clearly what they want, don’t be afraid to make suggestions and ask questions.

 

  • Consider all the financial and timing implications and limits. Keep in mind what’s been affected and what can and can’t be achieved due to the problem. The budget problem could have been avoided if this was considered more before moving ahead. E.g A photographer outside our budget has been booked, if your aware or the implications and limits you can locate this problem and fix it before any real damage is done,woman-hand-desk-office.jpg however a really good account manager wouldn’t even let a problem like that happen in the first place.

 

  • Never over promise! I know you want to win the client but it’s important to not over promise, as the chances of under delivering are high. Over promising can also lead to mistakes and problems with the budget. If you want a client’s trust and respect it’s important to be able to deliver on your promises! E.g If your promising your client a Billion dollar project that’s not possible with their budget, then that’s what they’re expecting. If your real with them in what they can achieve, in the long run they wont be dissapointed and they will trust your word more for the future.

 

  • Make sure you and your client are on the same level! Understanding what your client wants is key in avoiding a problem. If you and you client dont have the same vision and cant get on the same level something will go wrong, Making sure you both understand what the other wants from the relationship means no confusion. This can prevent misunderstood briefs and misunderstood goals, pexels-photo-288477.jpegas well as improving the trust and respect from your client it also looks great professionally and shows your a good communicator.

 

  • Most importantly learn from your mistakes! This is something you will never stop doing, not only in account management but in life! It’s important to take something out of your mistake and correct it in future.

Conclusion

There are many other skills to being an account manager but problem solving and problem prevention are the skills most people aren’t equipped with. Being able to deal with problems quickly and easily isn’t a skill that most people are born with, however at least now you can come to a job being a little bit more prepared.  Being an account manager doesn’t come with a guide book and an account manager is constantly learning more about their job everyday.  As a great man once said “the problems of tomorrow don’t exist today” – Glen Fraser.

 

The Marlboro Man

The most powerful and in some cases, the most hated brand image of the century, the Marlboro Man stands worldwide as the ultimate American cowboy and masculine trademark, helping establish Marlboro as the best-selling cigarette in the world.

The Marlboro advertising campaign was created by Leo Burnett in 1954 and was dispersed Worldwide. It was used from 1954 to 1999, The advertisements were originally conceived as a way to popularise Marlboro cigarettes, which at the time were considered pretty feminine as Philip Morris & Co. had originally introduced the Marlboro brand as a woman’s cigarette in 1924. It is said to be one of the most brilliant advertisement campaigns of all time. It transformed a feminine campaign, with the slogan “Mild as May”, into one that is masculine. They went through multiple many stereotype but cowboys proved to be the most popular, which led to the “Marlboro Cowboy” and “Marlboro Country” campaigns.

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Starting in the early 1950s, the cigarette industry began to focus on promoting filtered cigarettes, as a response to the emerging scientific data about harmful effects of smoking. However, filtered cigarettes, Marlboro in particular, were considered to be women’s cigarettes. During market research in the 1950s, men said that while they would consider switching to a filtered cigarette, they were worried about being seen smoking a cigarette for women.

Leo Burnett decided to address the growing fears through an entirely different approach: creating ads completely void of health concerns or health claims of the filtered cigarette. Burnett felt that making claims about the effectiveness of filters furthered concerns of the long-term effects of smoking. Thus, refusing to respond to health claims matched the emergent, masculine image of the New Marlboro.

 

The proposed campaign was to present a bunch of masculine figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. Within a year, Marlboro’s market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy. In the mid fifties, the cowboy image was popularised by actor Paul Birch in 3 page magazine ads and in TV ads. Philip Morris felt the prime market was “post adolescent kids who were just beginning to smoke as a way of declaring their independence from their parents.”. By 1972, the new Marlboro Man would have so much market appeal that Marlboro cigarettes were catapulted to the top of the tobacco industry.

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When the new Marlboro Country theme opened in late 1963, the actors utilised as Marlboro Man were replaced, for the most part, with real working cowboys. Initially, cowboy commercials involving the Marlboro Man featured paid models, such as William Thourlby, pretending to carry out cowboy tasks. However, Leo Burnett was not satisfied with the cowboy actors found. Broadway and MGM movie actor Christian Haren won the role as the first Marlboro Man in the 1960s as he looked the part. Burnett then came across Darrell Winfield, who worked on a ranch, Leo Burnett’s creative director was awed when he first saw Winfield: “I had seen cowboys, but I had never seen one that just really, like, he sort of scared the hell out of me (as he was so much a real cowboy).” Winfield’s immediate authenticity led to his 20-year run as the Marlboro Man, which lasted until the late 1980s. Upon Winfield’s retirement, Philip Morris reportedly spent $300 million searching for a new Marlboro Man.

Unfortunately four of them men who have appeared in Marlboro Man related advertisements, Wayne McLaren, David McLean, Dick Hammer and Eric Lawson, died of smoking-related diseases, thus earning Marlboro cigarettes, mainly Marlboro Reds, the nickname “Cowboy killers”.

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The use of the Marlboro Man campaign had huge and immediate effects on sales. In 1955, when the Marlboro Man campaign was started, sales were at $5 billion. By 1957, sales were at $20 billion, representing a 300% increase within only a couple of years. Philip Morris easily overcame the health concerns of smoking through the Marlboro Man campaign, highlighting the success as well as the tobacco industry’s strong ability to use mass marketing to influence the public. The immediate success of the Marlboro Man campaign led to heavy copy-catting.

 

In many countries, the Marlboro Man is an icon of advertising History due to increasing pressure and takedowns on tobacco advertising for health reasons. The deaths of most of the Marlboro Men  has also made it more difficult to use the campaign without attracting negative comment. The Marlboro Man image continued until at the early 2000s, in countries such as Germany, Poland and the Czech Republic. It still continues in the United States, and Japan (on tobacco vending machines, for example), where smoking is still common in the male population.

Today, even a mention of the Marlboro Man as an effective ad icon brings protests from healthcare workers who have seen first-hand the devastation brought by decades of cigarette smoking. More than any other issue, the ethics of tobacco advertising both morally and legally have divided the advertising industry.  But even those ad professionals who hate the tobacco industry will, when pressed, agree that the Marlboro Man has had unprecedented success as a global marketing tool for selling Philip Morris Cos.’ brand. The original newspaper ad from Burnett carried the slogan “delivers the goods on flavor” and it immediately sent sales skyrocketing.

Even in 1957 with the first article in Reader’s Digest linking lung cancer to smoking, the real men of the Marlboro ads kept ringing up sales, attracting new smokers of both genders. In 1964, the company revived the cowboy but this time they decided he was in mythical Marlboro Country.

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This vivid image paid off in 1971 when cigarette ads were banned from TV. Luckily the striking print shot of cowboys enjoying a smoke on horseback continued to fuel sales growth, and in 1972, Marlboro became the No. 1 tobacco brand in the world.

As the anti-smoking movement has grown internationally, the Marlboro Man came under fire for his role in luring new customers to a cancer-causing habit.  As a commercial icon, he is both reviled and revered. Yet one measure of this icon’s influence is that no matter how minimal the imagery is, reduced often to little more than a saddle and splash of red, it still remains instantly reminiscent of Marlboro country and of the No. 1 brand of cigarettes. The Marlboro Man’s impact, instant recognisability and versatility were uncommon in the advertising industry and unprecedented in the cigarette industry. 

 

 

Mobile Communications Comparison

YOUTUBE ADs

Youtube is an extremely popular video platform, it brings in millions of viewers every day. So what better way to reach large audience than with a Youtube Ad.  Youtube Ads are advertisements that can be placed before, during or after a youtube video, these ads can go for 15, 30 or 60 seconds, however some of these ads can be skipped after 5 seconds. There are certain strengths and weaknesses a company or marketer should be aware of if considering Youtube Ads:

Strengths

  • Great targeting – Youtube Ads allow advertisers to target Youtube audiences by location, demographics, or interests/video topics to be sure that their ads reach the desired audience and get the attention of the right customer base.
  • Large Reach – Youtube has 72 hours of video uploaded to youtube every minute and over 4 billion views daily meaning youtube has an extremely large audience that a companies advertisement can reach.
  • Easy Measurability – Youtube is great for marketers as through Google AdWords  marketers have accessibility to analytics. The analytics show the amount of people who have seen the ad, the people who have connected with your business through the ad and how viewers are getting to your ad.

Weaknesses

  • Small Window – As some youtube Ads can be skipped after 5 seconds this creates a dilemma for marketers. 5 seconds is a very short window of time to create an ad that is both engaging and memorable.
  • Distractions – With lots of content sprayed on the sides of the screens as well as a comment sections and video description, Audiences can easily ignore a Youtube Ad or become distracted and completely miss the Ad.
  • Unwanted competitors – YouTube can show ads around or next to videos from competitors and spammers. These can appear in a ‘related videos’, overlay ads, and sometimes as banner ads. This can severely take away from a marketers/companies impact on a viewer.

Target Audience

Youtube Ads target audiences depend on the company or marketer putting out the ad. However there are great methods for a company or marketer to reach their target audience such as: Demographic groups, interests, affinity audiences, in-market audiences, video remarketing, placements, topics and keywords.

Demographic groups allow marketers to target audiences based on age, gender, parental status and household income. Interests allows a marketer to pick from available categories to reach viewers interested in specific topics. Affinity audiences allows marketers to reach people who already have a strong interest in relevant topics. In-market audiences allows marketers to target audiences who are researching and considering buying a service or product that the marketer offers. Video remarketing allows marketers to reach viewers based on past interactions with the marketers videos, TrueView ads or YouTube channel. Placements allow marketers to Target unique channels, videos, apps, websites. Marketers can also target audiences based on specific topics a viewer may watch. Keywords allows an ad to be shown based on words or phrases related to a YouTube video.

Effectivity

Youtube Ad effectivity can be hugely affected with how well a marketer understands how to use the targeting methods. If a marketer isn’t aware of how to properly target their audience their ad wont be effective at all. Also stated in the weaknesses of Youtube Ads, Ads can be skipped after 5 seconds, meaning if a marketer isn’t capable of engaging or impacting the audience their Ad wont be very effective at all.

However if a marketer uses youtube targeting system well and pays more for the ads viewers and unable to skip, Their Youtube ads can be extremely effective with a large reach and if used properly a high frequency meaning the Youtube Ads will make more of an impact on viewers. Youtube and Googles combined analytics also help marketers view and measure the effectiveness of their Youtube ads.

Remuneration Models

Most of Youtubes income comes from ad sales, this money also goes to Youtube Video Creators. A youtube video creator can choose to monetise their videos, meaning ads can now be places before, during or after a video. Marketers then generate profit from sales from viewers.

FACEBOOK AD’S

Facebook is another huge social platform. Two billion people use Facebook every month makes Facebook making it an amazing marketing platform. Facebook ads can range from ads that can appear in news feed or video feed on a mobile or desktop or ads on the right hand column on desktop. Facebook can be a great place for marketers to access information and gain new customers, however when thinking about using Facebook as a platform to reach new audiences marketers should consider these strengths and weaknesses of Facebook advertising.

Strengths

  • Cheap – Facebook Ads wont put you too far back in terms of cost. This makes Facebook ads great for everyone, from just starting a business to big business not looking to spend too much. Depending on the type of ad a marketer selects it can cost as little as $1 a day.
  • Targeting and Reach- When creating an ad Facebook will estimate how many people will see the ad. This helps marketers to optimise their ad and the chances of target audiences viewing. Facebook also allows marketers to refine audiences they are targeting, allowing marketers to focus their efforts more on a particular target market.
  • Exposure – Facebook has over1 billion monthly active users. Marketing on Facebook allows marketers to target users anywhere at anytime on mobile or computer. With efficient usage and targeting , Facebook can guarantee good exposure, but not necessarily results

Weaknesses

  • Being Seen – With so much going on in one users feed, from videos, blogs, photos, messages, family and friends all in one place and most Facebook users being on their phones and scrolling 2.5x faster than someone on a desktop it can be hard to catch the attention of users and make an impact on audience.
  • Credibility – Facebook has made it easy for so many people to advertise on the site, due to this there has been an increase in the amount of scam related ads on Facebook. Unfortunately for legitimate marketers this means their ads may just be written off as scams as Facebook has lost credibility.
  • Competition – Because Facebook is such a big social media platform and its one of the easier sites to advertise on marketers will find that their competitors are probably also advertising on Facebook. This can prevent marketers ads from standing out and making an impact on audience’s.

Target Audience

Much like Youtube ads Facebook Ads target audience depends on the marketer and what the marketer deems an appropriate audience. Due to Facebook having lots of information about their users the targeting on Facebook can get very specific. Facebook targeting includes targeting features such as Generation, People with anniversary’s coming up,  by the rate of a users technology adaptation, by household members, friends of people with an anniversary, Small business owner, people looking for a new job, people in new relationships, People that create events on Facebook, parents, people who have traveled recently, Ect. I think you get the idea, Any information a user has made available on Facebook can then be used to target them.

Effectiveness

Like google analytics Facebook has a feature called Facebook insights this will show a marketer who has clicked on the ad and information about this person, it will show trends and estimates. This feature helps marketers create a better profile for a target audience, which in turn helps marketers to better target audiences for a more effective marketing campaign. This also gives marketers data about their page and unpaid posts, this feature helps marketers to figure out how to increase engagement. Much like Youtube Ads these amazing features only help if a marketer knows how to use them.

Remuneration Model

Facebooks renumeration model is much like Youtubes. Much of Facebooks  income comes from selling Ad spaces on Facebook to marketers. Marketers then generate profit from clicks and sales generated by ads on Facebook.

Comparison

All though  both Facebook Ads and Youtube Ads both have great targeting and reach they both have potential that can only be reached if a marketer knows how to properly use the targeting system. Facebook and Youtube Ads also have the weakness of lots of distractions through the sites and potential for competitors to appear on the page, Although the problem of distractions is more prevalent with Facebook Ads as people are consistently scrolling. However in terms of cost and ease Facebook Ads are much better, Youtube ads require some knowledge about videos and for you to be able to make a short yet engaging one, Youtube ads also cost more if you want the ad to be longer and unskippable. Facebook ads are much easier for marketers to make and are much cheaper to make and buy.

In conclusion Facebook is a much easier place for all marketers and businesses wether just starting or fully established, and Youtube is probably better for more established businesses and marketers who are willing to spend more time, money and effort into an Ad.

What Makes A Great Account Manager?

An Account Manager is a person who works for a company and/or agency and is responsible for the management of sales and relationships with certain customers and clients. Account managers serve as the mediator between the creative and the client. The account manager serves to understand the customer’s demands, plan how to meet these demands, and generate sales for the company as a result. There are several skills and tasks that are essential to being a effective Account Manager. These skills ad tasks go hand in hand and are key to success as an Account Manager.

Writing Briefs 

As an Account manager you may have to write briefs and/or assist writing briefs for clients, Most brief are written document of what a client wants that will be given to and explained to the creative team. Writing briefs great written and verbal communication skills as well as listening. An account manager will need to be able to really listen to what a client wants or needs and put it into words the their creative team would be able to understand. Its also important for an account manager to be able to communicate their ideas to the client during the writing of the brief.

Multitasking

Account managers are constantly multitasking and will hardly even be only doing one thing at a time, wether it be working on a pitch and a brief at the same time or researching and budgeting multitasking is key to being a great account manager. In order to be a great at multitasking an account manager must be organised. It is very important for account managers to have everything organised at any given moment. Being unorganised can caused jobs to get mixed up and for and account manager to become confused and some off as a sloppy worker to a client.

Problem Solving

As an Account manager you need to be relatively good at problem solving, No one is gonna be able to solve all problems but ideally you can solve most of your clients problems. This can be quite hard however if an Account manager is knowledgeable  about their clients businesses needs and wants then problem solving for them can be a lot easier. It’s vital for account managers to be able to provide the right solutions. When you know your client’s short term and long term goals, everything you do should support those goals.

Give Advice

As an account manager you like you think you know whats best for your clients and want to give them advice, however the client may not always want or listen to that advice. Thats why as an account manager its really important to be honest with your clients and build their trust so they do listen to your advice. A good relationship can be built over time by ensuring that all the accounts are catered for. The client will have piece of mind and confidence in your ability to manager their account. Trust is the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships.

Selling

As an account manager occasionally you will have to try to sell to clients, wether it be an idea, item, experience or campaign its a crucial part of being an account manager. When people think of selling most people think the person needs to be charismatic however it can be equally as rewarding being results orientated. Although a good account manager shouldn’t be pushy, it’s important to not lose sight of the company’s goals and their role in generating results. Wanting results is one of the biggest reasons people succeed in their endeavours and one huge reason that account managers will try to sell.

Time management

As an account manager you will need to have great time management, you will need to make sure not only you meet those deadlines but also anyone your working with.  All great account managers have one thing in common, Urgency. Account Managers must be proactive and not wait for the customer to notice they are not on track to achieving a particular goal. They must have a “no excuses” mindset. They do what needs to be done. They get things done by the deadline and if its not done they will take full responsibility for their actions.

Pitching

Pitching is much like selling but more focused on your teams creative ideas. As an account manager you will probably be pitching a lot, making it a vital part of the job. Its really important to have excellent communications skills when pitching. When you think of communication, you should think of speaking clearly and confidently about what your pitching.  Effective communication is crucial for making professional presentations to a group. Excellent communication skills cannot be overemphasised in account management. A good account manager clearly articulates the company’s products or services and explains the advantages to clients in a way that is persuasive without being pushy.

Business development

Account managers get all sorts of clients, from large well established clients to clients who are just developing their business. As an Account manager you will often have to help clients develop their businesses. Having good business judgement can vastly help this business development. A good account manager also has business insight and should be sensitive to industry shifts and business trends. They actively identify new areas of growth and pursue those opportunities. An account manager should objectively weigh the pros and cons, and balances data-driven decisions with experience and gut instinct to arrive at and execute the best decision.

Research

As an account manager you will constantly have to research things for clients, from ideas to costs of resources, there will always be new information to find and learn. Thats why it can be extremely important for an account manager to want to learn. Account Managers should  recognize the pace of change that the industry is constantly undergoing. They should be constantly growing in their perspectives and abilities, and constantly looking for opportunities to improve in areas.

However i believe one of the most important parts of being an account manager is being passionate about it. This is pretty self explanatory, Account managers should be passionate about the product you are selling, and be able to transfer the passion to the person you are talking to. Passion for a job shows and in such a cut throat industry people have to really want to succeed in order to do so.

To succeed at account management, you must balance the needs of the customer with the goals of the organisation. Being a high performing account manager requires a combination of interpersonal and goal-oriented skills. Developing these skills is essential to successfully securing, maintaining, and increasing client relationships that will achieve the organisation’s objectives.

Depop Spec Ad

It all started with our class sitting around a table and pitching ideas for spec ads. While i may have thought my idea was the most brilliant idea anyone had ever had, apparently the class disagreed as when it came to voting for an idea i seemed to be the only one that saw the potential. So as a class we agreed on creating a Spec ad for Depop, The ad revolved around a girl finding some old cowboy boots she used to use for riding, she then places it on depop and a younger girl buys them for a festival. The ad plays on the one mans trash is another man’s treasure idea.

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The older girls room set design

As the roles started being allocated i had my eyes on production manager. As soon as i heard “production manager” i jumped at the chance, However someone else had their eyes on the prize too. With two people wanting the role, it was decided that we would have to state why we would make a good production manager and let the class vote. I argued that i would be a good communicator, and i would talk openly with the creative director and art director so that i can make sure i know exactly what is needed and what they want. Sure enough my argument was good enough for the class and i got the vote.

Our class then got together working on the story board and all the pre production aspects. I started looking at Starnow for potential talent. I also started looking at places that we could film. Me and the creative director started discussing props thats we would need and were to get them, i showed the creative director and art director the talent i had shortlisted and they approved them all. Then me and the producer worked on hiring out some lights for the shoot. It was really helpful having a group page of Facebook as it allowed everyone to early communicate, and when making sure we would have all the proper props its was amazing being able to easily ask the group if anyone had anything that works. We all shared images of our rooms looking for a potential set location. We all decided on the creative directors home as it was ground floor and could be easily lit.

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me and some of the team

We decided on a date and we all gathered our things together and headed to the location. We started at 9 and got right into it. We all went over the storyboard then with the help of the group we get the bedrooms looking perfect. And the lighting looking just like daylight. we began blocking the scenes to see how we were gonna film all the shots. Our first actress arrived and we ran her through the day got her changed and got right into it.

We started with all her bedroom scenes, On the day of shooting i also had the opportunity the help with writing what scenes to use. I was given a table with scenes, shots and takes and was told to fill this out as we filmed along with information about the shot. This was so that when editors are editing the TVC they can look over the notes

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The art Director and Creative Director looking at the footage

 

i’d written to figure out which take is going to be the best to use. This meant i had to pay attention to every single take and whether the creative director and art director liked it or not, this was hard because i have an extremely short attention plan. It would get so tedious doing 10 takes of one shot and not having being sure which ones best, but i had to keep paying attention to make sure when the editors had to edit their job wouldn’t be made harder by the laziness of other people.

As the weather began to turn we rushed to get all the shots where the lights had to be outside. Everyone was getting tired and patience was wearing thin, Everyone was getting very hangry (when you start to become angry due to hunger). We all pulled together and finished the outside scenes. The relief on everyones faces during lunch was amazing. We had all realised we were more than half way through shooting, and the rest should be a breeze. During lunch myself, the creative director and the art director decided to tell the 2nd actress what would be happening. The stylist and i ran through outfits and which ones we would be using for the next shoot as well as fixing up the room in which we would be shooting.

 

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Shooting the outside scenes

We got to work on shooting the final few scenes. Everyone was getting tired, the second room was much smaller and finding spaces to place the camera and lighting without being too close was becoming stressful for a lot of us. Sitting outside and trying to keep track of the scenes and shots as well as which ones we were going to use was extremely hard. The young actress was also slightly less experienced and although that’s something you have to deal with in this industry, there were people on the team who were struggling to keep their patience. As the day reached the end we shot our last few scenes and everyone was well and truly over it. Releasing the stress and IMG_6638different of spending a whole day in close proximity with people you normally only see for a few hours, really gave me a new found respect for people in the industry.

I learnt a lot about teamwork during this assignment, as well as how much it can affect everyone when one person slacks off. I believe with the help of the team i was a good production manager and really managed to make the set look realistic as well as helping sort out the talent, location and lighting that was needed, I also think i helped well with the job of 2 ac as i helped write down information about scenes and shots. It was a really great experience, and I’m extremely proud of the finished product.

you can watch the final product here :

 

Programmatics –WTF?

Programmatic ads have changed the game in online advertising, but there’s still heaps of confusion around what it actually is and how it all works. So lets break it down. Programmatic buying refers to any ad space bought automatically on a webpage these can be bought by 1. Bidding for a space or 2. Buying it directly. These spaces are bid on its called programmatic real time bidding (RTB) this is what serves internet users with display advertising on the web.

But where do they do all this buying and bidding? Well all the islideshow-engagenteresting stuff happens on Ad exchange. Ad exchange will auction off the space to the highest bidder, then the add will appear when the page is done loading. So basically as a page loads, if it has ad space on it that’s available to be bid on, info about the web page and who’s viewing it is passed on to an ad exchange and an auction will be held. The prices of the ad spaces completely depends on how much buyers are willing to pay.

You’re probably confused, how could there be an auction in the matter of seconds that it takes to load a page?! But that’s exactly how long an auction on ad exchange will take. It happens so quickly because advertisers use a fully automated software demand side platform (DSP) to help them decide which ad space to purchase and to bid on ads for them. This does remove the need for human sales people, negotiation skills and a huge amount of time as these decisions are made immediately and simply the highest bidder wins.

The use of RTB means advertisers no longer have to purchase ad space for a set amount of money for a set amount of time on websites they assume will bring them traffic instead ds can be specifically targeted to relevant audiences across a wide range of sites and prices and can all be managed in real time!blogtile_1

Programmatic advertising has taken a lot of stress off agency’s when buying ads as the process of buying has become much more efficient and cheap. Agencies no longer have to research the best ad space to place an ad, rely on an admin heavy process and manually place the ad before the ad is even running. Now thanks to programmatic advertisings marketers can now have faster access to ad inventory, complete pricing control and immediate and seamless delivery.

We need to talk about Mr Rental

We need to talk about who ever is running the Mr Rental Facebook page.

Mr Rental is a store where you can rent goods instead of buying them outright, and lately their facebook page is outright insanity. With the admin of the page posting “dank” popular memes with Mr rental themes the facebook community has been going crazy over it. “Seriously – whoever is running the FB page for Mr Rental needs a pay rise” one user comments “you may think im a meme king but ill never be on the same level as Mr Rental” said another user.  As a company has never tried to connect with an audience in this way. These Memes have been successful in generating likes, views, reactions, and a wide audience but whether it’s actually influenced people to rent items is a whole other question.

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Northern Territorys questionable campaign

A new campaign from  NT official has caused controversy recently over its NSFW letter placement. Although it’s not conventional this campaign has gone viral and probably given the Northern territory great international exposure. However it hasn’t come without its costs as Northern territory governments is threatening to take legal action as many think this campaign gives Australia a bad name. Love it or hate it there is no denying this campaign has gotten more coverage than many tourism ads in the past .c81e40e16f88cf6f3102c8d506cefbd5

The power of lamb

As you can probably tell by now im a sucker for our Aussie Lamb ads, and this one is no different. This time by  being one of the most diverse Aussie ads out there but remaining unapologetically Australian.  By bringing people together (many aussie icons) with the “lamb that does not discriminate ” this ad shows it doesnt matter who you are, you can still come together and enjoy a nice lamb meal.