November 08, 2015


The Fun Bits ›

Help! I'm an account manager, not an event manager.

You know how to make things happen to a schedule, right?
You know how to wrangle all types of people to achieve a goal, right?
You know how to find suppliers and source the most appropriate products and services, right?
You are already a fledgling event manager!

There will be times, in your account management career, when you will need to arrange an event of some description - either for your agency, or for your client. For example:

  • Drinks and nibbles for your best clients.
  • Christmas party for your agency.
  • Product launch.
  • Media announcement.
  • Experiential campaign event.
  • Promotional stunt.
  • Agency or client conference or speaker event.
  • Industry event.
  • TVC or photo shoot.

If you think about event management in the same way that you think about planning and executing a campaign, the prospect becomes less daunting. Campaigns and events both have sets and subsets of tasks that must be completed, usually in a particular order. You'll learn the task requirements for organising an event in exactly the same way that you learn the task requirements and nuances of a new advertising channel. 

The keys to planning a successful event are:

  • Understanding your objectives.
  • Having a solid task management plan.
  • Rigorously keeping to your schedule.
  • Knowing and staying within your budget.
  • Excellent communication at all times.
  • Stress management.
  • People management.

As long as you are confident in the core skills of account management, all you have to do is to overlay an event-specific task management plan. This will give you a framework of requirements that you can check off and budget against. Assign those tasks to a timeline, and are now, officially, an event manager!


Sarah Ritchie
Sarah Ritchie


Sarah Ritchie is the founder of AM-Insider - a website bursting with tips, tricks and resources to create account management superstars in the advertising, design, PR, experiential and print industries. Sarah has been involved in account management for 25 years and has a passion for encouraging, mentoring and helping others succeed.

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