Harley Woolven.
This series of articles looks at the world of the account manager.
This time its Yango's senior partnership manager Harley Woolven.
How did you end up in account management? Was it by design or a cosmic accident?
It wasn't quite an accident; I always wanted to work in advertising, initially leaning more towards the creative side. The power of advertising, its messaging, and how it sticks with you captivated me from a young age.
I quickly realised that client service skills were super transferable across industries if the creative path didn't pan out. I loved working with people and solving problems, so in 2014, my journey into client service and account management began, and I haven't looked back since!
Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
I've been lucky to work with some of the country's top brands and creatives, including BYD, The University of Sydney and Merlin Entertainment Group, as well as building a strong partnership with Mike Spirkovski at Rethink Everything.
The biggest lesson I've learned is to get everyone in the room or at the table as early as possible. This ensures clear, transparent communication and, most importantly, gets everyone rowing in the same direction. Linking objectives and creative challenges isn't tough if everyone agrees on the end goal.
Getting all stakeholders involved early aligns us while building trust with the client; they know we're building the solution together.
What strategies do you employ to clearly convey creative ideas to clients and address client feedback?
For me, it's all about supporting the proposal with data and research. If you can walk the client through the process of how you arrived at the final proposal and why, it doesn't just validate your work; it backs it up with facts, not just emotion.
Client feedback is also a really important part of the process; an engaged client who gives feedback is incredibly helpful. No one knows the brand as well as they do, so I always make sure their feedback is considered, and then we work towards common ground. Their involvement is invaluable. Use every piece of information you can to shape your idea, whether it's for creative execution or a media solution.
How do you build strong relationships with clients?
In my experience, building a strong foundation with clients comes down to trust, hard work, and making them feel heard and comfortable. Taking the time to truly understand your client's business, as well as getting to know them as people, builds genuine relationships that go hand in hand with building a solid foundation for collaborative work.
Do you have any go-to tips for navigating challenging conversations with clients? And effectively selling an idea?
When a client issue arises, my go-to move is to call them rather than email. I present both the problem and our proposed solution. This not only gives them a clear picture of the challenge while also demonstrating that we’ve already been proactive in finding a fix.
Sometimes, tough questions can come up unexpectedly, even in person. In my experience, it's perfectly fine to say, "I don't have the answer to this right now, but I'll make sure to get back to you by the end of the day." Clients are almost always understanding. They're not trying to trip you up; they simply want their concerns heard and considered.
When it comes to selling an idea, bringing justification and data to the table is key. This instills confidence in your clients, showing them you've done your homework and thorough thinking.
Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
The most apparent trends and challenges revolve around AI integrations and automation. Since trends are constantly evolving. I prepare by ensuring I understand the 4-5 core principles behind any new technology. From there, it's about effectively communicating those updates and their relevance to clients and stakeholders. Proactively sharing these trends and industry shifts with clients only serves to deepen trust.
What advice would you give your younger self when you first started out in account service?
It might sound cliché, but don't be afraid to make mistakes. Account service isn't a skill you learn in a classroom; it's something you gain through experience, and that journey will have its ups and downs. Take the time to truly learn the craft, embrace the process, and surround yourself with supportive people.
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