Account Management for Tomorrow

8 Weeks

This course offers the ultimate toolkit for an ambitious account person, brand manager or anyone who wants to master the process of commercial creativity.  Endorsed by the AMG.

Overview

The aim of the course is to turn a good account person into a great account person; one who doesn’t merely manage but leads and directs a client’s business with confidence, often in unexpected and original ways. It incorporates the critical combination of hard skills (strategic development, research, creative development and evaluation, digital, media, pitching) and soft skills (confidence and relationship building, personal branding, career planning).

Meet your Lecturers

Sydney
Paul Coles
General Manager at BMF Advertising
Paul started his career at Ogilvy NZ on Pizza Hut and Coca Cola before spending 4 years at Saatchi &... MORE
Perth
Simon Stewart
Group Account Director at Rare
A driven marketing professional with experience on both the client and agency side, Simon commenced his career in Perth before... MORE
Sydney
Kate Dally
Managing Partner at CHE Proximity Sydney
Katie has over 16 years of international marketing and full-service agency experience across Sydney, London and Cape Town. Katie most... MORE
Melbourne
Jessica Hughes
Client Services Director at DDB Group
Starting off as a receptionist for an ad agency straight out of school, so began Jess’s love-hate relationship with the... MORE

What to expect

The course includes everything from career expectations, progression and growth, industry trends, to the changing shape of agencies and relationships with clients, colleagues and suppliers. It defines the responsibilities and accountabilities from pre-brief to debrief and articulates precisely what your client, creative director, planning director, financial controller and managing director expect & how to deliver it.

This course offers the ultimate toolkit for the ambitious account person with their eyes on the prize. Have the edge on your peers.

 

Who’s it for?

Account Executives, Account Managers, Senior Account Managers, Project Managers with 2+ years experience who want to be challenged. Also Brand Managers and anyone who wants to grasp the process of commercial creativity.

 

Course Content

WEEK ONE – UNEARTH YOUR SUPERPOWER
Introduction; key account management disciplines; leadership; personal branding; career journey

WEEK TWO – UNDERSTANDING CLIENT BUSINESS
The client roles and their KPI’s; how clients make money, managing client relationships

WEEK THREE – STRATEGY/ EFFECTIVENESS AND NEW RESEARCH TECHNIQUES
Fundamentals of strategy; developing an effectiveness case study; new research techniques

WEEK FOUR – MEDIA AND FINANCE
Media strategy, planning and buying; media trends; remuneration models; forecasting; debtors

WEEK FIVE – DIGITAL AT THE HEART OF OUTPUT 
Integrated campaigns and your role; digital strategy; UX; customer journey

WEEK SIX – PITCHING AND PRESENTING
How to sell an idea in 140 characters; presentation skills; new/organic business growth

WEEK SEVEN – CREATIVE
What the best suits have in common from a creative’s perspective; creative briefing; feedback; relationships

WEEK EIGHT – PITCH PRESENTATION
Distill the business problem from the brief, develop a compelling strategy and strong creative idea, and present it simply and persuasively

Endorsed and revised annually by the Industry Committee, Account Management Group (AMG)

Participant Feedback

I took so much away from the course, and have found myself wanting to delve deeper into different areas of advertising I don’t think I would have considered before.

Really great atmosphere, fantastic lecturers and a well-rounded course

I found the pitch a lot of fun and liked working in a team. The guest speakers were very informative and answered a lot of questions I had. Thank you very much!

I thoroughly enjoyed the course. It was a great insight to the industry and found it very interesting. I loved meeting other account managers that could share some stories.