THE FUN BITS is all about the execution - how Account Managers bring projects and campaigns to life. We'll help you understand channel requirements, plus the whys and hows of the "game".
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- Advertising, marketing and PR: are they different, and should you care?
Have you ever found yourself crossing the murky lines between "advertising", "marketing" and "PR"? Here's how to tell the difference and why it should matter.
- Analysing campaigns: how and why?
Why completing a campaign post-analysis will help your client and your career.
- ATL, BTL, TTL and the mysterious "line"
We often come across a mysterious "line" mentioned in advertising. There's ATL, BTL, and TTL but exactly what is this "line" and should you care?
- Celebrity promotions and endorsements
How do you go about hiring a famous face on behalf of your client?
- Digital development: how to avoid a budget blowout and scope creep
If you are not very hands-on with your development team, how are you supposed to keep digital job from going off the rails?
- Guerrilla marketing: what is it?
"Guerrilla marketing" can be a crucial weapon in an Account Manager's campaign arsenal.
- Help! I'm an account manager, not an event manager.
There will be times when you will need to arrange an event of some description. Here's how to turn your fear into success!
- How to manage a packaging design project
Packaging design can be a merciless trap for the unwary. Here's an overview of the production process - a checklist for Account Managers and designers.
- How to sell a creative idea
Whatever presentation style you have, your objective is still the same - to 'sell' a creative solution that your team has prepared.
- "Make this go viral"
Have you ever had a client ask you to make something "go viral"? Is it even possible?
- Photo and TVC Shoots: what's an Account Manager to do?
When planning a photo or TVC shoot, your account management prowess has a chance to shine! Find out how to plan and execute top-notch shoots.
Playing by the (advertising) rules
Laws, regulations, guidelines. We are surrounded by advertising dos and don'ts every day, but how is it possible to play by the rules when there is no rulebook?
[SERIES] POS #1 of 6: purpose and types
A 6-part series covering everything an Account Manager should know about Point of Sale / POS material.
[SERIES] POS #2 of 6: production materials
- [SERIES] POS #3 of 6: how to plan your POS
- [SERIES] POS #4 of 6: six shopper insights
- [SERIES] POS #5 of 6: what makes for good POS design?
- [SERIES] POS #6 of 6: AIDA: what is it?
Preparing an agency deck
As an agency account manager it is highly probable that you will need to create at least one of three types of deck at least once in your career.
Promotion terms and conditions (a.k.a. your "bacon saver")
All it takes is one person to derail a promotion. Protect your agency, your client and your sanity by crafting a set of solid Terms & Conditions.
ROI: the loaded buzzword
Like all smart investors, your client should want to know that their campaign money was spent wisely. We can do this by calculating Return on Investment (ROI).
You will have heard of royalty-free images, but did you know that you can also purchase royalty-free music?
Stock images that won't break the bank
How to find good quality, royalty-free photos for our favourite price - free!
The magic little collateral code
For campaigns with multiple collateral pieces, how do you ensure each piece is delivered to its correct location and in the correct quantity?
What on earth is a collateral audit?
When you take on a new agency client you need to get your head around all their marketing and production requirements as soon as you can. How do you do that?
Writing an effective call-to-action
Most other types of agency campaign will contain a call-to-action (CTA). The CTA needs to convert readers into buyers, so, how do you go about doing that?