Advice to my younger account handler self
Hindsight is wonderful. The ability to go back and begin our career as an account handler again with the knowledge we now have? That’s a superpower we would gladly snatch at. Because account management in an advertising agency is a truly challenging role, and mistakes can often have significant repercussions.
As part of our work to provide account management training and mentoring for junior account handlers, we sat down with five senior Client Services professionals to discover exactly what they wish they’d known when they first began working at creative agencies.
Special thanks to our contributors Maria Raymond (Account Director at Jaywing), Stephen Booth (Group Account Director at Ride Shotgun), Nick Slow (Client Services Director at Live & Breathe), Gemma Stirling (Managing Director at Clear Marketing) and Lucy Banks (Account Director) for sharing their learnings and valuable insights with us.
Here’s what they had to say…
What skill do you think is most important for success in Client Services and what would you do to hone that skill sooner?
Maria: Adaptability and prioritisation are both key account management skills. You could be working on several projects at one time for multiple of clients and you need to demonstrate that you can adapt to each one. If I were to go back in time, I'd speak up to my line manager when I needed support more because, when you're new in Client Services, learning to ask for help is really important.
Stephen: Interpersonal communication. Or to put it another way … personality! Trust yourself to show your clients who you are and they will buy into you. You can learn all the other stuff. Watch how your AD communicates, I doubt it's impersonal and robotic.
Nick: Building great relationships. This comes down to being interested in what you're doing and who you're doing it with. It's very easy under the day-to-day pressure to forget that you should enjoy what you're doing. Even now I'm guilty of getting straight to business and wanting to be productive. But, in my experience, everything will go a bit better if you can take the time to be interested in the people you're working with and the work you're doing.
Gemma: For me, it's making sure your clients feel that you've 'touched' the job. I find that clients rarely just want 'yes' people. Suggest, challenge, question and improve the way things can be done. It's easier said than done when you're younger and it comes with confidence and experience. But being empowered to suggest how something could be better is how you develop and grow in the strategic account management world.
Lucy: As Stephen says, interpersonal skills are essential. Listen carefully and understand the kind of person you are talking to and what makes them tick - then adapt the way you interact with them to make them feel comfortable in your company. I'd trust my ability to do this sooner.
What’s the best piece of advice you’ve ever received regarding working in Client Services?
Maria: Always (95% of the time!) be honest with clients and set their expectations. The worst thing you can do is let them down. Part of our role as an account handler is to help make our client’s life easier. So, if we can be shown to be adding value, they're going to remember us and know that they can rely on us to help them achieve their goals and objectives.
Stephen: Be inquisitive, challenging and forward. You need to know what's at the heart of your client's brief so ask lots of questions to get there. Oh, and go home on time.
Nick: Clients don't wake up in the morning with the aim of making your life difficult. They have their own challenges and problems which we don't see.
Gemma: Make yourself indispensable.
Lucy: There are too many so I'll give you my top 3! 1) Be kind, listen and allow everybody the opportunity to speak and share their opinion. 2) Don't take it personally - you're doing the best possible job you can and a bad reaction from a client is often the result of the pressure they're under rather than the service you are delivering. 3) Build relationships that allow you to be open and honest - become that person they turn to, so you can make them look like a Rockstar!
What do you most wish you’d known when you first started working in Client Services?
Maria: It's ok to say ‘no’ to people who you work with internally. Quite often when you enter your career at a junior level, you try and take on the world, which can sometimes have a negative impact. You can only deliver so much and, by saying ‘yes’ to everyone, you risk missing deadlines, causing yourself stress, etc. Your colleagues would rather you be honest with them than miss a deadline or let them down because you've taken on too much.
Stephen: You are an individual but you work as part of a team. When you first start out (and especially now as we work from home a lot, which is isolating) you fall into the trap of thinking you have to solve problems yourself. That's never true. More than likely you're surrounded by a team of people who will help piece the puzzle together with you.
Nick: I agree with Maria that it’s okay to say ‘no’. There's so much pressure on Client Services to always say ‘yes’. I can remember hearing when I first joined that you cannot say ‘no’ to a client. That’s really bad advice. Not because we should be saying ‘no’. But, because it creates a trap and it’s why you see so many account executives and account managers burn out and run themselves into the ground. If the agency's senior teams don’t step in to push back, I would say it’s still okay to say ‘no’. Especially if the requests are unreasonable or unrealistic. That’s usually a symptom of something beyond your control – maybe their boss is a tyrant pressuring them? Whatever it is, understanding their challenge will help you manage those instances better. There will unfortunately still be moments when it’s uncontrollable, but avoid them becoming the norm. It’s not healthy for anyone.
Gemma: Make your clients look good. Be organised and proactive. Your client has LOADS of other stuff to do beyond what their creative agency is working on, so make things as easy as you can for your clients. Also, learn as much as you can about your clients’ sectors. Ask questions and be interested! Be tactical with what you learn and show them you know your stuff.
Lucy: Client Services don't need to know all the answers – and we never will! We're surrounded by talent that does. We're the lucky people that get to work in a world of practical versus emotional intelligence. Creativity versus practicality. It's a privilege, but it's hard. We're the first stop and the last stop but when we get it right, it's amazing! It's worth the slog.
If you found this article helpful personally, or feel your Client Services colleagues might then get in touch today to discuss the types of account management training The Secret AD offers and how we can help your team excel from day 1 in the role.
