The Advanced Account Handler: A Strategic Partner
Discover how to make the transition from doer and brief-taker to thinker and brief-creator.
This one-day workshop delves deep into the secrets of the strategic client relationship. We explore the value of account planning and uncover the techniques that will help you become indispensable to your clients.
We also look at the balance between macro and micro level thinking and the importance of developing a single-minded view of your client’s end goal.
What you will take away
- Techniques to move from account “manager” to a trusted advisor and strategic partner
- How to assess where your client relationship is currently
- An overview of useful tools for moving you up the relationship value chain
- A model for focusing your mind on your client’s end goal, strategies for getting there and tactics that support that goal
Who should attend
- Senior Account Managers
- Account Directors
- Senior Account Directors
- Group Account Directors
Course Outline
- Why we create account plans
- Who they’re for
- What they should include
- How often we should update them
- How to make it valuable for you and your business
- The brief: how to create one and maximise opportunities
- The business: understanding your client’s and building on this understanding
- The audience: developing a deeper understanding of our clients’ target audience
- The customer journey: what can we add to our understanding of their behaviour?
- The competition/comparators: understanding the wider world, marketplace and sector
- The data/insight: how to use reputable sources to support our guidance and direction.
OUR OTHER WORKSHOPS
Project Management Workshop
This one-day interactive workshop delivers really immersive training for anyone project managing marketing projects. Using our process framework, a real case study and project documentation, attendees complete exercises at each phase of the project cycle from scoping to evaluation.
This problem based learning is a great method for project management training. We present a problem that needs a resolution – a key skill for any Project Manager.
Resource Management Workshop
In this unique, engaging and practical workshop you’ll learn how resource management can positively transform internal operations and improve profit margins.
If you want to add 10% to your bottom line, improve project health, drive staff retention, align your recruitment and training plans to your business pipeline then this workshop is highly relevant for you.
Content Production Workshop
Our one-day Content Production workshop with film at its core, provides attendees with a deeper understanding of planning, production and the delivery of filmed content plus the associated documentation to successfully manage legal business affairs. We look at all types of content from small-scale video productions to TV broadcast.
Taken by Industry expert Leila Bartlam, the workshop is perfect for anyone looking to add moving image production to their skill set.
Account Management: Advanced Basics Workshop
Our Advanced Basics workshop is an in-depth study of the successful client relationship – and how to control it.
We’ll take you through best practice techniques in account management and highlight the markers of a winning rapport with clients. Through interactive exercises, you’ll discover how to use your awareness of these signs to continually develop your relationships with clients and, where necessary, overcome the inevitable challenges in your day-to-day dealings.
The Crucial Role Of The Creative Brief Workshop
John Almond, author of “Where Have All the Big Ideas Gone? The critical role of the creative brief in producing great ideas,” demonstrates why a brilliant creative brief really matters.
Drawing on an eclectic mix of sources that includes The Sex Pistols, the SAS and his godson, John makes a compelling case for the creative brief and presents examples of great ideas that would never have been conceived without one.
Using interactive group exercises and real case studies, you will operate in teams, engage in debate and present your outputs to a judging panel that includes a guest speaker from an unexpected discipline.
Digital Delivery Workshop
Our one-day Digital Delivery workshop with user experience at its core, provides attendees with a deeper understanding of the digital delivery process, project methodologies and associated documentation to successfully manage a range of digital scopes of work, from small scale online advertising to more complex builds.
Alongside the delivery framework, the immersive workshop breaks down and explodes some of the myths of the digital world explaining the many acronyms that exist and understanding the make-up of the digital team.
Print Production Workshop
Our one-day Print Production workshop is hugely interactive. Using our print library, attendees have the opportunity to review and explore print formats, processes and finishes.
The workshop focuses on managing creative print Collateral, Press Advertising and Out of Home.
Finally our trainer works with everyone to write artwork briefs and print specifications using physical examples.