The following is an excerpt from Sarah Ritchie's new book (available April 2018) 'How to Wrestle an Octopus: an agency account manager's guide to pretty much everything' - the most comprehensive book on account management available. Stay tuned to the AM-Insight newsletter (sign-up link below) for more details on how to purchase the book that could change your career!
When discussing campaign results with your clients it’s important to give them as much factual and relevant information as possible. One of the more effective and appreciated methods of agency/client reporting is a campaign post-analysis (or a project review) that gets presented at the end of each major project.
The post-analysis report covers the campaign or project’s:
Lessons learned from doing a campaign post-analysis are useful in many ways. The process will enable you to take a more thorough look at your agency’s systems, underlying practices, assumptions, and results. Here’s how the process can help your agency:
Running a post-analysis on each campaign is vital for your professional development, and the results will be of great benefit to your agency team. You should follow up your internal campaign review with a report that you give to your client. This will help you to become known as an account manager who cares about your client’s business and success.
It’s easy to think that you “don’t have time” to do an analysis. However, it’s the wise account manager who will make time to include a formal de-brief as a standard part of a campaign process. The de-brief gets factored into the campaign timeline as you would any other requirement.
Once you complete a couple of reviews you’ll start seeing positive results. The process should then become second-nature, and your value as an account manager will increase exponentially! Is that worth a couple of hours of your time? You bet!
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When your creative team gives you their concepts, it will be up to you to take those concepts to your client and present them in a manner that does you, your team and your agency justice. This process is well-known as ‘selling the work’ because - quite often - you will need to encourage your client to be brave, take a risk, and do things differently. It could take a hefty dose of salesmanship to get your team’s ideas across the line and ‘close the deal’.
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