This series of articles looks at the world of the account manager.
This time we talk to Charlotte Wills, Group business Director, Initiative.
How did you end up account management? Was it by design or a cosmic accident?
Let’s go with divine intervention. I’ve had an unconventional journey to my current role as Group Business Director at Initiative. Initially trying my hand in post-production and production, to becoming a suit at a creative agency, then taking time out from the advertising world to run a clothing company, and finally finding media. Or media finding me.
The common thread has been my drive to grow brands, make a positive difference and build strong relationships. I’m always envious of those who have had a linear path to progression, however each stage of my journey has taught me invaluable lessons about building relationships and team and stakeholder management. Which, thankfully for me, are all transferable skills in account management.
Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
Challenging, but not impossible, and definitely not mutually exclusive!
I know it sounds painfully obvious but I’m always reminding myself that everything lives and dies with the clients’ objectives. The key is to always ground creative thinking to the desired campaign outcomes and build the case creativity as needed. So, in saying that, an important starting point is to dive deep into understanding the client's objectives, their goals, business considerations, and constraints. From here, you have a solid understanding of what your client is actually looking for.
As the role of account management is to represent the client in the agency, you can often find yourself sandwiched in the middle of conflicting opinions. At the end of the day, it’s most important to manage expectations, guide compromises and ensure the client has a full understanding of what they’ll be receiving from a strategy or creative output.
What strategies do you employ to clearly convey creative ideas to clients and address client feedback?
A lot of what we do in our world, is subjective. New ideas by their nature are bets, ideas we believe will work but will only know if we put them into practice. I see my job as giving those bets better odds by arming clients with the insight and data they need to confidently press go, and I go out of my way to show I'm emotionally invested so they know they'll be supported the whole way through.
Ultimately, flexibility and openness to feedback are key. Be prepared to make adjustments based on client input while maintaining a balance with your expertise. Effective communication and collaboration will always enhance the relationship leading to successful outcomes.
How to build strong relationships with clients?
Well, I’d definitely be out of a job if I couldn’t answer this question!
Unfortunately, it’s not something that happens overnight and there’s no secret trick, just the obvious - building strong client relationships involves clear and constant communication, understanding their needs and being responsive to feedback. It’s about fostering trust and being someone they can rely on to get the job done.
A wise person once told me that the true value of a relationship is when it moves from transactional to transformational.
Do you have any go-to tips for navigating challenging conversations with clients? And effectively selling an idea.
This requires a combination of effective communication, empathy, and strategic persuasion. It’s not always going to be smooth sailing, so it’s important to know how to navigate a tricky conversation. In an account management role, there is pressure to people (client) please, and this can lead to ideas being thrown away at the slightest challenge or hesitancy. If you don’t defend your thinking when stress tested, ideas will die, and furthermore will result in the client questioning why you recommended it in the first place.
These are the top three hot tips that have served me well throughout my career:
- Clarify:
- Remain calm and professional when receiving and engaging in the conversation.
- Seek clarification on any ambiguous points to ensure you fully understand their concerns and confirm your understanding by summarizing the key points of the discussion. Make sure they’re being heard.
- Communicate:
- Communicate the rationale behind your ideas and decisions.
- Use data, examples, or case studies to support your arguments and make your point more persuasive.
- Maintain clear and consistent communication throughout the feedback process.
- Compromise:
- Present alternative solutions or compromises when addressing challenges to demonstrate that you are proactive in finding ways to overcome obstacles.
- Clearly articulate how your proposal aligns with their goals and KPIs. Don’t be afraid to back your ideas.
- Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
I've always been a strong believer that businesses need to grow ethically, sustainably and leave the world in a better place than the day before. Back when I was running my clothing brand, I ensured we appropriately evaluated the environmental impact of our entire operations from the fabrics we used to create products, to the courier bags we dispatched orders in. The rise of ESG and demand for triple bottom line reporting means clients, agencies and publishers all need to rapidly increase their accountability, whilst still delivering a healthy commercial return. That's not easy.
I’m working with individual clients to have a good honest look at their business practices – including media – and start the conversation around how they can not just offset, but work to optimise and reduce their impact on the environment. I’ve encouraged my clients to dig deep into their organisations and approach the topic with honesty and a willingness to set multi-year plans to improve their operational behaviour.
What advice would you give your younger self when you first started out in account service?
I would tell my younger self to absorb everything, ask questions and grasp every learning opportunity. Also remember you have a team and people in the organisation to support you in tough situations, don’t be afraid to seek advice or lean on others for support. And finally, celebrate the small wins and enjoy the highs that come with making a positive impact on your clients’ business.
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