When you plan to go on holiday you have ample time to ensure your clients and projects are well-looked after by others. However, when you are sick, everything in your world stops, but all things in your client's world - including deadlines and requirements - keep going.
An account manager taking a sick day is similar to a teacher taking a sick day; before you are "allowed" to be sick, you have to create your "lesson plan" for the "substitute teacher" to follow. Only then may you collapse at your leisure.
The unfortunate reality is that there is no ideal time for an account manager to be sick, and because you daily juggle 101 balls in the air, you have to be prepared for at least some of those balls to drop. So, what can you do to help mitigate the damage?
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Research activities are typically initiated and conducted by your client, as part of their marketing remit. However, there is another type of research that is advertising-specific and is more likely to be initiated (or at least recommended) by your agency rather than by your client. The two main areas of research that an agency would get involved with are ‘pre-testing’ and ‘post-testing’.
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