Account Management by Shruthi Jain as on 12/10/2013

"Organised, ethical practises need to be treated as something of paramount importance in a service industry like ours"

"Head of the company will always have to stand up for the ethical practises for a simple reason that law, in most cases holds more than one person accountable and it is invariably the senior most in any organisation that is held responsible"

"When it comes to complying with ethical practises with respect to 'kids', it is more or less well in limits for a backlash will be larger if it isn't"

Vampire Advertising : When one dude remembers the ad well, but forgets the company that is responsible for the said ad.   

Brand Perception: Understand your consumer, what is visible is what it is. 

Engage 

Brain

Before 

Opening 

Mouth   

"You first have to understand what is already given"

Account Management 

"How to develop healthy relationships with client"

Relationships are built on the following pegs:

• Care   
• Understanding 
• Attitude
• Trust
• Respect
• Risk
• Responsibility
• Expectations

Understanding 

-> Understanding your client's needs

-> Understanding your client's agenda

-> Understanding your client

(Usually the brand takes a hit when you get the brief in it's entirety wrong)

"Your relationship with your client is the bedrock of all your works" 

"We've to adopt to the client and his ways, it is a buyer's market, you've to be subservient with your client"

"Your client is a friend" 

                                   -> Understand that your client is a fellow human being (talk to your client's!). 

*Read up on Shakti from Unilever (A Harvard Case Study)

Trust

Your client shouldn't tell you what their problem is, you should be able tell him what is their need. 

For every requirement that you've been entrusted with you need to deliver as many times as that. That is understanding. 

"It's NOT a job but a Commitment"

-> Develop a 2 way relationship. Mutual trust

-> Earn that trust

-> Always promise what you can deliver 

-> Under promise and over deliver 

Another important facet that you always need to remember, is ROI from the client's perspective if you're not delivering on that front you're doing yourself and your client a big disservice. 

Care 

-> Client's don't care how much you know until they know how much you care.  

"Brands are subjective needs", Care for his professional needs" 

-> "What have I done (or going to do) today for my client"  

Delivering work on time is an inherent given. Period. 

Expectations 

-> Understand your client's expecatations

-> Deliver beyond expectations

-> Surprise your client (it does your firm a whole lot of good)

-> Never take a client for granted. 

"Always look from the client's perspective"

What a client wants from you  

-> You will lead the process of envisioning and executing an excellent advertising programme. 

-> You will be an independent and highly competent expert on the consumer.

Agencies will always start by assuming that they don't need to 'Understand' your consumer.

-> You're expected to be intellectually honest.

-> You will lead your organisation to get the work done on time and done right. 

-> You're expected to be an example of excellence

True test of whether you're doing well with your client is to know for sure if your client will walk with you, if yes, then pat yourself, if not, you're not there yet but then this is to be done only to know if you're doing well or otherwise but it shouldn't be actually practised, simply because it isn't ethical. 

Attitude 

-> Think of your client as your friend

"Start by being a better person. Period"

-> Isn't it easier to work with friends than with enemies

-> Substitute the word client with a friend in this presentation

Risks and Responsibility  

-> Good client relation isn't just agreeing with clients and taking quickest way out of the problem. 

-> It is about intellectual honesty, understanding the needs of a consumers and the pursuits of excellence

-> It is inherent risks involved in everything we do and our responsibility is identifying, managing and coping with those risks

Respect 

-> Earn your client's through technical competence as well as personal integrity 

Rules will be and have to be complied with. 

->  Renew that respect everyday 

-> Demand mutual respect  

Signs of a Healthy Client Relationship 

-> Your client seeks your advice on marketing matters beyond your direct responsibilities

-> Your client includes you in internal 'team' meetings 

-> Your client calls you in advance to tell you the 'real' issues

-> Developing a relationship is vital aspect of our business

"In the people industry , relationships are sacrosanct"

-> Often it makes the difference in a new pitch

-> One that is constantly nourished, cherished and nurtured

"A healthy client relationship is the starting point of a great creative work"