8 WEEKS, 2.5 HOURS PER WEEK
(1 HOUR VIDEO LECTURE, 1.5 HOUR LIVE SESSION & ASSESSMENTS)
The aim of the course is to turn a good accounts person into a great accounts person. Someone able to lead, not simply manage, teams and clients. It offers the ultimate toolkit incorporating the critical combination of hard skills and soft skills.
Overview
To sharpen and expand your account management and leadership skills. Setting yourself up for career advancement and success.
Meet your Lecturers
Weekly facilitators (live session)
Video lecturers (pre-recorded)
What to expect
This course offers the ultimate toolkit for the ambitious account person. Content incorporates the critical combination of hard skills (strategic / creative development, digital, media, pitching) and soft skills (leadership, relationship building, personal branding).
Designed to be engaging, interactive and thought-provoking, this course has two main elements – a pre-recorded video lecture for participants to watch in their own time, and a live working tutorial session led by the course facilitator where participants can put theory into action. Additionally, this industry certified course includes homework/assessments.
Who’s it for?
Account managers with 2 – 5 years’ experience who want to be challenged and expand their existing knowledge base. Also brand managers and anyone who wants to grasp the process of commercial creativity.
Course Content
Week 1: Leadership
Lecturers: Chiquita King, Founder & Managing Director, Coffee Cocoa Gunpowder and Rebecca James, CEO of humm group
- Introduction
- What defines great leadership?
- Difference between a manager and a leader
- What defines your leadership now vs. desired future state
Week 2: Building client relationships
Lecturers: Pete Randeria, Marketing Strategy & Business Director, Treasury Wine Estates and Paulina Embart, National Director Of Operations, Wunderman Thompson
- What clients really need from Account Managers
- How to build trusted client relationships
- Managing client conflict
Week 3: Strategy and effectiveness
Lecturers: Fabio Buresti, Chief Strategy Officer / Partner and Matthew Michael, Managing Director at The Monkeys
- What defines great strategy / how do we manufacture effectiveness
- What a great brief looks like / the importance of great insights
- The strategic process
- How to sell great strategy
Week 4: The art of finance
Lecturers: Paul Rushton-Clarke, Chief Commercial Officer, WPP AUNZ
- Selling the value of creativity
- Key financial tools
- How can you maximise profitability on your project/client?
- How can you grow revenue?
- What your CFO needs from you in your role
Week 5: Grow your career
Lecturer: Sarah Palmer Jones, Head of Talent Management, Leo Burnett Australia
- How to take control of your career growth
- The importance of feedback
- How to manage up, down and sideways
- Building your personal brand
- Developing your network / mentors
Week 6: The creative process
Lecturers: Sharon Edmondston, Creative Director and Eliza White, Senior Account Manager, M&C Saatchi Australia
- How to get the best out of the creative department
- How to write a brilliant brief
- How to judge creative work
- How to give good creative feedback
- How to add value to the creative process
Week 7: Master your presentation
Lecturer: Chris Howatson, Founder & CEO, Howatson+Company
- How to give a winning presentation
- The difference between pitching and presenting
- Building your confidence
- How to sell an idea and give a killer presentation
Week 8: Pitch perfect (& individual presentations)
Lecturer: Lee Simpson, Chief Executive Officer Australia, whiteGREY
- The dark art of new business
- The ingredients to a winning pitch
- Net new vs organic new business
- Your role in a new business pitch
- How you can drive organic growth
This industry certified course includes homework/assessments.
Related articles
Reshaping AdSchool Account Management, by Paul Coles
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
Participant Feedback
Loved the hybrid approach (pre-recorded lectures and in-person sessions), great way to meet and interact with people of a similar role within the same industry. Content was very interesting and learnt a lot, especially as I come from a smaller agency so was insightful to gain an understanding of the larger creative agency world.
2021 Participant
Honestly, this has been the best use of my training budget to date. I really hope you continue to run the course into the future. I’m sure some of our other account mangers will benefit.
2021 Participant
It’s a great course to build your confidence in account management and will give you a thorough understanding of each department in advertising. The course is very discussion based and it’s a safe, supportive environment to ask all the questions you’ve been too afraid to ask.
2021 Participant