“Account Management, if it sounds like it is all over the place, it’s because it is”- Tips for Account Managers from Digitas Senior Account Executive, Leanne Lewis
Not many people can say they graduated college in two and a half years and landed a job at a top advertising agency in New York before their 21st birthday. Leanne Lewis was barely 20 years old when she graduated from Boston University and started working at DDB. Pretty impressive, considering most 20 year olds have a hard time doing their own laundry. Beyond being driven and focused, Leanne is also personable and very passionate about her work. I was lucky enough to get the chance to get some of her insights about her time in the advertising world so far, and no, it’s not just like Mad Men.
Although she originally planned on majoring in Public Relations or Broadcast Journalism, after taking COM101 she decided that advertising sounded more exciting. After her first advertising class with Boston University’s own COM legend John Verret, she knew she had found her calling. Here are some of Leanne’s tips for people looking to be on the Account Management side of advertising.
Tips on how to handle a tricky client
Sometimes clients can be jerks and choose to be difficult. Some clients are forgetful, while others get hung up on the nitty gritty details. When you get a new client, or start working on a new team, sometimes clients aren’t comfortable with you until they are familiar with you. It can be hard for the client to trust you to talk about their business, when they feel like they don’t know you. The easiest way to combat tough clients is to show them that you have your information together, and that if you don’t have the answer they need that you will get it for them. Another key to handling any client is the art of CYA, or Cover Your Ass, always get your work documented and make sure that decisions and changes are always put into writing somewhere. It is very important to reinforce to your client that you are reliable.
Tips for great client relationships
When you have a good relationship with the client it is a result of open communication. You want to be able to pick up the phone and ask questions and work it out together. There needs to be a mutual respect and sometimes it is better to pick up the phone, not relying soley on email. As the account manager, you want to look like the expert but not in a condescending way. You want to be seen more as a helpful hand, guiding the client through the process. Another key tip is to be confident and be informed, but also knowing that you don’t always have to have an answer for every question the client has. It is important to be honest and let them know you don’t know, but htat you will do your best to get them an answer.
How to not be a robot in your entry level job
Sometimes your boss can be difficult and sometimes you can have the boss who is not very clear, or tends to delegate and walk away. You have to know know what their style is and how to adjust to that style. Most people think as an account manager that you are only managing your client. But you also have to be able to manage up and make your superiors trust you. When you have to report directly to someone, you have to know how to manage expectations.
As an entry level worker it is easy to feel like you have to prove yourself and show that you can do it and that you have it all together. Or you can default to asking for too much specific instruction right out of the gate so you don’t mess up. Leanne offered great advice saying, “Don’t feel like you have to do it exactly how your boss wanted. They hired you for your own brain, not to be an extension of your bosses brain. You don’t want to turn into a robot, use your resources and to find a solution and then you can talk through it and brain storm together.” If you are unsure, take what they are saying and repeat it back to them to make sure you are on the same page, that way they can clarify. First try to take a stab at it and then go back for clarification. Some times you don’t even realize the questions you have until you start your work. Adapt, overcome, and make it work.
Leanne also offered up tips on how to be successful in your first agency job.
With the right attidude and hard work, you can be successful in your role as an account manager. Stay humble, stay hungry and work hard.
