Elaina Opaire.
This series of articles looks at the world of the account manager.
This time its The Media Store's senior digital manager Elaina Opare.
Question: How did you end up in account management? Was it by design or a cosmic accident?
I’d say it was a bit of a cosmic accident. I studied marketing and communications at university but knew very little about the media industry, let alone media agencies. I’ve always loved project management and relationship building, so I aimed for a role where I could develop those skills further. I started my career publisher-side, then moved agency-side where I really found my true passion. I was thrilled to continue my account management journey at The Media Store, an amazing independent agency that has been an Australian certified Great Place to Work for the last three years!
Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
It can be a challenge at times, but one we embrace. At The Media Store, we believe in a collaborative approach with all our stakeholders and find ways to work collectively with creative agencies where possible. Whether it’s through weekly WIPs or just regular check ins, we make sure everyone stays aligned. At the end of the day, we’re all working towards the same goal, delivering great work and great outcomes for our clients.
What strategies do you employ to clearly convey creative ideas to clients and address client feedback?
We believe feedback is a gift (we say it all the time at TMS) so we always welcome our clients’ thoughts and feedback. To ensure everyone is on the same page, we like to present our ideas rather than just send them through. For larger briefs, we also like to run a ‘Tissue Session’ where we take the client through the audience insights and topline channel recommendations ahead of the final presentation. This ensures our creative ideas have been clearly conveyed and that we’re aligned from the start. We also like to ask the client if there are any channels or creative ideas they would specifically like to include or avoid, to ensure we factor that into our planning.
How to build strong relationships with clients?
Open and honest communication is key. At The Media Store, integrity is one of our core values, and transparency is at the heart of everything we do. We make sure to share both the wins and the challenges openly, ensuring our clients are brought along on the journey. We also make it a priority to stay proactive and keep our clients updated, as it helps build trust and shows a genuine care for their business.
Do you have any go-to tips for navigating challenging conversations with clients? And effectively selling an idea.
I believe this ties into building trust. When your client knows you’re honest and have their best interests at heart, challenging conversations become a lot easier. I think the key is to listen first, stay calm, and always bring a solution, rather than just an issue.
When it comes to selling an idea, I believe passion and confidence go a long way. We’re the experts, so it’s up to us to back up our recommendations with performance metrics and an explanation on how it will meet their objectives. At The Media Store we employ a 70/20/10 framework when responding to briefs- The 70% is the Brilliant Basics, channels that deliver BAU and proven brand awareness, 20% showcases ways we want to improve, and 10% is pure innovation dedicated to trying something new. This framework helps give our clients confidence that we’re balancing proven channels with fresh thinking. If the client trusts that we’re putting their goals first, they’re more likely to buy into new ideas.
Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
Where to begin! The digital landscape is always changing, and one big trend right now is the rise of AI. Whether it’s how we can use AI internally as an agency, or how it impacts our clients, AI is changing the way in which we work. Tools like ChatGPT and generative search are changing how people discover information, which has big implications for areas like SEO.
As a media agency, it’s critical that we’re not just reacting to these changes but planning for them and thinking three, six or even 12 months ahead to help our clients adapt and thrive.
What advice would you give your younger self when you first started out in account service
This is a good question! I’d tell myself not to be afraid to ask questions, and there’s no such thing as a dumb question. We’re all learning, and curiosity is so important to succeed in this industry. In fact, curiosity is another of our core values at The Media Store, and we’re always encouraged to stay inquisitive and keep growing.
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