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.
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
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.
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)
Meet your Perth AdSchool lecturer – Sandra De Witt
You’ve got to ask what legacy you want to leave behind, by Chiquita King
Common traps and hurdles facing aspiring account managers, by Rob Kent
Bryce Coombe’s 5 must-have skills for account managers, by Bryce Coombe
The importance of ‘brand health’ and leadership, by Carolyn Mooney
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.