1. Carlton Associates Incorporated In Search of a Function The Evolving Role of Account Service Copyright 2001 Carlton Associates Incorporated

2. Carlton Associates Incorporated Larger than Life Clark Gable in the Hucksters

3. Carlton Associates Incorporated A Lot Has Changed

4. Carlton Associates Incorporated A Lot Has Changed How did we get where we are?

5. Carlton Associates Incorporated A Lot Has Changed How did we get where we are? What are the opportunities?

6. Carlton Associates Incorporated A Lot Has Changed How did we get where we are? What are the opportunities? A brief look back

7. Carlton Associates Incorporated A Lot Has Changed How did we get where we are? What are the opportunities? A brief look back And a look ahead

8. Carlton Associates Incorporated A Look Back Then, he did it all

9. Carlton Associates Incorporated Slow Erosion

10. Carlton Associates Incorporated Clark Gable was copy-contact Slow Erosion

11. Carlton Associates Incorporated Clark Gable was copy-contact Creative departments emerged Slow Erosion

12. Carlton Associates Incorporated Clark Gable was copy-contact Creative departments emerged Media planning and buying Slow Erosion

13. Carlton Associates Incorporated Clark Gable was copy-contact Creative departments emerged Media planning and buying Account planning Slow Erosion

14. Carlton Associates Incorporated Clark Gable was copy-contact Creative departments emerged Media planning and buying Account planning Sales promotion, PR, direct marketing Slow Erosion

15. Carlton Associates Incorporated The AE at the Millennium A diminished generalist in a growing field of specialists

16. Carlton Associates Incorporated The Retreat

17. Carlton Associates Incorporated The Retreat Micro-managing tactical client work

18. Carlton Associates Incorporated The Retreat Micro-managing tactical client work Into the arms of the client

19. Carlton Associates Incorporated The Retreat Micro-managing tactical client work Into the arms of the client Revolving relationships

20. Carlton Associates Incorporated The Retreat Micro-managing tactical client work Into the arms of the client Revolving relationships Ah, for the good old days

21. Carlton Associates Incorporated The Marginalized AE Not a pretty picture!

22. Carlton Associates Incorporated Emerging Developments

23. Carlton Associates Incorporated Emerging Developments New media

24. Carlton Associates Incorporated New media The Business Manager concept Emerging Developments

25. Carlton Associates Incorporated New media The Business Manager concept Extranet systems Emerging Developments

26. Carlton Associates Incorporated So, What is an AE to do?

27. Carlton Associates Incorporated So, What is an AE to do? First, get over the past

28. Carlton Associates Incorporated So, What is an AE to do? First, get over the past Second, get ready for the future

29. Carlton Associates Incorporated Some serious reinventing is in order

30. Carlton Associates Incorporated What do we see? The AE will… 1.Be a superb diagnostician 2.Be a marketing expert 3.Be a skillful salesperson 4.Understand new media 5.Think like a producer

31. Carlton Associates Incorporated 1. Superb Diagnostician Inadequate diagnosis is a major cause of client defection

32. Carlton Associates Incorporated Inadequate diagnosis is a major cause of client defection Client complexity 1. Superb Diagnostician

33. Carlton Associates Incorporated Inadequate diagnosis is a major cause of client defection Client complexity What they really mean 1. Superb Diagnostician

34. Carlton Associates Incorporated Inadequate diagnosis is a major cause of client defection Client complexity What they really mean Penetrate the client psyche scientifically and programmatically 1. Superb Diagnostician

35. Carlton Associates Incorporated The AE of the future will be responsible for thoroughly and systematically understanding the client from the inside 1. Superb Diagnostician

36. Carlton Associates Incorporated Must not just speak advertising language 2. Marketing Expert

37. Carlton Associates Incorporated Must not just speak advertising language Understand the minds of the client marketing people 2. Marketing Expert

38. Carlton Associates Incorporated Must not just speak advertising language Understand the minds of the client marketing people Understand the competition, distribution, pricing models, etc. 2. Marketing Expert

39. Carlton Associates Incorporated The AE of the future will be responsible for thoroughly understanding, and being conversant in, the clients entire marketing picture 2. Marketing Expert

40. Carlton Associates Incorporated Not a dirty word 3. Skillful Salesperson

41. Carlton Associates Incorporated Not a dirty word Helping clients find satisfactory solutions 3. Skillful Salesperson

42. Carlton Associates Incorporated Not a dirty word Helping clients find satisfactory solutions Position the client to recognize, and accept, the benefits of the agencys proposals 3. Skillful Salesperson

43. Carlton Associates Incorporated Not a dirty word Helping clients find satisfactory solutions Position the client to recognize, and accept, the benefits of the agencys proposals Not a job for amateurs! 3. Skillful Salesperson

44. Carlton Associates Incorporated The AE of the future will be a professionally trained, skillful salesperson 3. Skillful Salesperson

45. Carlton Associates Incorporated Mistake one – just stick with TV and print 4. Understand New Media

46. Carlton Associates Incorporated Mistake one – Just stick with TV and print Mistake two - Denigrate new media 4. Understand New Media

47. Carlton Associates Incorporated Mistake one – Just stick with TV and print Mistake two - Denigrate new media Mistake three - Defer to technologists 4. Understand New Media

48. Carlton Associates Incorporated The AE of the future will be able to work holistically using all methods of reaching the clients target audience 4. Understand New Media

49. Carlton Associates Incorporated There is a big difference between a star and a producer 5. Think Like a Producer

50. Carlton Associates Incorporated There is a big difference between a star and a producer Clark Gable was a star 5. Think Like a Producer

51. Carlton Associates Incorporated There is a big difference between a star and a producer Clark Gable was the star But, there had to be a producer before he could become a star 5. Think Like a Producer

52. Carlton Associates Incorporated This is a very big, and very basic, change in thinking! 5. Think Like a Producer

53. Carlton Associates Incorporated The AE of the future will be comfortable letting others be the stars and take pride in being known as a masterful producer, without whom, the stars would not shine 5. Think Like a Producer

54. Carlton Associates Incorporated Thats What We See It is a reinvigorated, tightly focused role

55. Carlton Associates Incorporated Thats What We See It is a reinvigorated, tightly focused role It speaks leadership

56. Carlton Associates Incorporated Thats What We See It is a reinvigorated, tightly focused role It speaks leadership It demands passion

57. Carlton Associates Incorporated Thats What We See It is a reinvigorated, tightly focused role It speaks leadership It demands passion It requires special knowledge

58. Carlton Associates Incorporated And… It will be fun and rewarding!