The account service team is often referred to as a liason between an advertising agency and its client. They key to a successful business for both ends is a strong and positive relationship from the agency to the company. My project will delve into the inner workings of these relationships as they are a significant part of the success of both agency and client. Starting with secondary research, I'm getting a feel for the general setup and operation of the account service department (although it can vary), and then finding working professionals in these positions to provide more personal insight.
what I aim to find out:
how to find it:
I am currently taking Advertising Account Management course that sparked this idea. The class is helping to provide a guideline as to what information to find. I plan to use secondary research first, followed by first hand interviews. To find these people, I am starting with my professor for this class - Wendy Wardell.
what I aim to find out:
- what are the best practices within an agency for communicating with a client
- how are client relationships built and maintained by an account service representative
- protocol for a national brand versus a global brand in account service client communication
how to find it:
I am currently taking Advertising Account Management course that sparked this idea. The class is helping to provide a guideline as to what information to find. I plan to use secondary research first, followed by first hand interviews. To find these people, I am starting with my professor for this class - Wendy Wardell.