Lesson #1: Get it before you send it.

Have an understanding of everything the agency sends to the client. If it doesn’t make sense to you, it probably won’t to them either.

When you work at a full-service agency, there are a lot of departments and people who specialize in things its best that you don’t.

Enter our digital strategy department.

For weeks we had been discussing KPIs* for our upcoming online campaign that was ramping up to launch with our clients. Well, I didn’t exactly know what any of this meant, nor did I take the opportunity to ask. It was my first time dealing with a KPI document and it seemed like the dig. strat team had it together, so I could lay low and play liaison.

But, of course, with most things that you hope will just blow over, there was something wrong with the document…and I didn’t ask the valuable questions to gain an understanding of it before I sent it to the client.

So, I send the document over to the client. Ask them to review it, respond to me with any questions or comments.

Ring ring. Ring ring. I’ll get it.

It’s the client. She just wants me to quickly explain why we’re going to over deliver by 3-4 times industry average. I fumble a little bit, and then go to the standard account cop-out “you know, I don’t have that answer right now, but I will find out and get right back to you, sound fair?”

I think she could smell the bullshit I was throwing out so she called me out. “You know,” she said, “you should really have an understanding of this before sending it to me.”

Truth BOMB! BANG! She was right. I should at least be able to have an intelligent conversation about anything we send over, have the basic gist. So, word to the wise: read the document before you send it. Take the extra five minutes. You might even learn something.

* Key Performance Indicator: Estimates and details the measurable objectives of an online campaign (click thrus, video views, etc).

Account Manager Job Description

Over the Easter holiday, I realized just how hard it is to describe what exactly ac Account Manager in advertising does. My coworkers think I should just reply “yes” to every question my friends and family ask. But, that’s not entirely truthful. I don’t come up with the ads. I don’t create the ads. I don’t execute or produce ads. I don’t place the ads. But, I do get to touch all of those aspects and ensure the best creative comes to life and is executed well (and that the clients are on board, too).

With that being said, here are my essential daily functions:

1. Buttoned down business leaders: detail guru, safe pair of hands, on time delivery or flawless execution, thorough understanding of process, thinks and acts proactively, maintains core functions of account (this is the boring..I mean fun stuff: status reports, contact reports, billing, estimates, etc), support new business pitches.

2. Solid team builder: manage internal relationships, main point of contact, builds trust, communicates effectively, demonstrates leadership, contributes to a positive culture)

3. Inspired idea champion: support good ideas and ensure they come to life, last eyes on creative before it leaves the door*, passion for creativity, offer ideas, share POV on creative

Sounds fancy, doesn’t it? Mom would be proud. Now on to the learning. On to the point of the blog. How I’ve managed, at one point or another, to royally mess up almost everything listed above in order to learn and become better.

Welcome to my blog.