PERWANAL SAATCHI & SAATCHI Account Handling

PERWANAL SAATCHI & SAATCHI Advertising Agency Structure

PERWANAL SAATCHI & SAATCHI Account Service Structure Transition level – max 18 months Entry level – max 6 months Director of Client Services = Highest Position

PERWANAL SAATCHI & SAATCHI Account Service Structure Account Service Creative ServicesMedia Services Traditional Relationships

PERWANAL SAATCHI & SAATCHI Account Service Structure Account Service Creative ServicesMedia Services Modern Relationships Planner

PERWANAL SAATCHI & SAATCHI Account Service Structure Account Service Client Everything revolves around Account Service Your Business

PERWANAL SAATCHI & SAATCHI Account Service Structure Account Service Media Creative Finance Planning Production Research Client Everything revolves around Account Service Your Business Your Colleagues

PERWANAL SAATCHI & SAATCHI Account Service Structure Account Service Media Creative Finance Planning Production Research Suppliers Client Everything revolves around Account Service Suppliers Your Business Your Colleagues Your Support

PERWANAL SAATCHI & SAATCHI What is an account service person?

PERWANAL SAATCHI & SAATCHI It is hard to define what an account person is “What business are you in?” “Engineer. You?” “I’m an account executive in an ad agency” “You write ads?” “No, copywriters do that.” “That must be a fun job.” “It’s not that easy. We do a lot of research” “You do research?” “No, we have research people for that.” “Do you bring in new clients?” “That’s not my job.” “Forgive me, but what is your job?” “Marketing.” “You do the marketing for clients?” “No, they do it themselves.” “Are you in management?” “No, but I soon will be.” Ogilvy on Advertising

PERWANAL SAATCHI & SAATCHI The Account Service Person is the manager of the business and much more …

PERWANAL SAATCHI & SAATCHI What is Account Service Person? The first one in and the last one out A good adminsitrator –Letter writing –Contact report –Progress Report –Status Report –Field Check Report –Time Schedule Report –Filing –Production Estimates

PERWANAL SAATCHI & SAATCHI What is an Account Service Person? A good thinker & ideas man –Advertising proposals –Ideas to help sell the product –Promotion ideas Someone who knows his consumers & customers A diplomat & skilled negotiator A friend & partner of the client Someone who knows the best places of entertainment Someone who is tough & resilient

PERWANAL SAATCHI & SAATCHI What is an Account Service Person? Someone who has a curious mind Someone who always strives for the best A very good presenter Someone able to work under extreme conditions

PERWANAL SAATCHI & SAATCHI What is an Account Service Person? PLUS MUCH MORE!

PERWANAL SAATCHI & SAATCHI What is the role of an Account Service Person? He is the agency’s representative to the client and the client’s representative to the agency. He is a consultant to the client. He helps the client sell the brand. He attends lots of meetings. He takes all the blame.

PERWANAL SAATCHI & SAATCHI What does an Account Service Person do? He makes proposals –Advertising –Marketing –Promotions –Public Relations

PERWANAL SAATCHI & SAATCHI What does an Account Service Person do? He makes presentations –For new business –To set the direction for the brand –To look at the past, present and the future of the brand –To keep a client

PERWANAL SAATCHI & SAATCHI What does an Account Service Person do? He advises the client. He socialises with the client. He sets deadlines and makes sure they are met. He sets targets and makes sure they are met. He ensures quality! He does market checks. He makes money for the company.

PERWANAL SAATCHI & SAATCHI He Has A Good Time