Isobel Parish
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keep calm, come to an end

5/28/2013

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Today marks the last two destinations on the class itinerary. My U.K. research is all coming together. I've seen and heard both similarities and differences from the experts in London. 

Read about my U.S. research here.

U.K. not U.S.

In London, I found the spotlight shines on the work itself. The account service role still ensures the client is happy and deadlines are met, but more significance is placed on what is created rather than who it is produced for (i.e. the client). 

Of the agencies I visited in the U.K., each showed passion and expertise for their clients and finished projects.  Simply, ad people love what they do. 

This idea supports my theory that the U.K. client relationship occurs naturally.  At Mother,  there is no account service department. This sounded crazy at first. 

   resources

  • George Terry, senior account executive: We Are Social
  • James Fraser, strategist: Mother London
  • Kate Fairclough, account director: Hill+Knowlton 
  • Amy Lafferty, account executive:  AMV BBDO
  • news articles 
Mother London Lobby wall art
"Graffiti is advertising to me" painted on
the lobby wall of the Mother London office.
 A near 100% of my research involved account service being present. However, after talking with James Fraser, I realized it actually was a smart idea. Everyone at Mother plays a small part of the account manager along with a specified role; there is no single point of contact. This creates more of a conversation with the client and leads to more interaction. 

James simply said, "Some clients like it and some don't." Then it clicked. I'm looking at a much bigger idea than an account executive-brand manage relationship. The agency and the client personalities must mesh.

The natural British reserve reflects that a relationship isn't forced. After touring various U.K. agencies and reading articles from U.K. publications (like this one in the Evening Standard), this key difference rang true. 

 "The relationship, the work and the output have to be bigger than the individuals at any point in time." -  Cilla Snowball, AMV chairman, 2010

U.K and U.S.

The U.S. and U.K. are very different yet also very similar. Every work environment is different from agency to agency, but the priorities and personality of the account service role remained the same. 

Amy at AMV described an account executive as a happy person who is comfortable speaking with people and making relationships. Those qualities reflect to the U.S. almost identically. 

Topping the list of tips for building client relationships according to the U.K. is the same word that topped my U.S. list: trust. Without the client's trust an agency can't move forward and create great things. Through a bit of convincing, (that George from We Are Social explained in more detail) a client can be guided through the entire process. 

Other insights that remained true in the U.K from my tip list included:
  • be genuine and straightforward (in the words of James, "be honest, but be mindful of how you say it." )
  • prove yourself (We Are Social and Mother are both grounded in research. They give a client a suggestion and then back it with research to build trust.)

The advertising industry in the U.S. and U.K. had many overlaps. Once I dug deeper and talked one-on-one to experts I found the same qualities that were executed somewhat differently. 

we live in a global world 

Despite these differences, every expert stressed the importance of being aware of the international world outside of the agency. It is important to dive into the culture of the brand, but it is equally important to avoid becoming trapped in one specific culture. Know what exists outside a client's bubble. 

Kate was exceptionally helpful in explaining this as she spent a large portion of her career traveling. She explained that first you must realize are the differences in the way people work, interact, and behave. 

My research, and this course as a whole, showed the importance of being globally minded. Listen to the client, listen to others in the community. To build a relationship anywhere in the world involves listening and learning each culture by book or by experience. Every professional should have an open mind to what lies outside of the office building. 
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keep calm, pick the best

5/27/2013

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How the last 12 days have come and gone so quickly, I'm not sure. However, I do know I'll never forget a single one. Ask me to try and narrow down all the things I've done into a list of favorites, and I wouldn't know where to start. I tried my best. 

the sights

PictureView of London from the
Greenwich Meridian Line.

London is beautiful. Each pocket of town has something different to offer. In truth, the best part of visiting the numerous landmarks was the walk there. 

When walking to  Buckingham Palace, Cambridge University, the London Eye, the Meridian Line, and all the rest , the photos can't compare how it felt to be there in person. 


the food

PictureMushroom and spinach ravioli
at the Eagle in Cambridge.
Pub food is good.


I love to eat, and I love to eat in foreign countries even more.  If I didn't walk most places, I'd be packing a few extra pounds along with my luggage home.  

Sometimes I feel like I'm eating my way around London - but I'm okay with that. I haven't been to Gregg's yet, but I've had plenty of sausage rolls to get my fix. 



the people

 When I came to London, I wasn't close with many of the students I'd been sitting by this past semester.  Two weeks later, they've become my London family. I couldn't have spent time abroad with a better group of people. 


Isobel Parish on Vimeo.

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keep calm, get to work 

5/22/2013

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Despite city temptations, I am being academic while in London. After bringing my U.S. research to a close, I started again in the U.K.  In a nutshell my research looks at how an agency builds and maintains a relationship with its client. 

From what I have googled and am now noticing as my class goes to different lectures is that the structure of an agency and its account service role is almost identical. The position titles and hierarchy may be slightly different but generally these departments operate the same either side of the Atlantic. Their main goal is to keep the client happy and in the know. Or, as George Terry from We Are Social put it, they "get shit done." 
PictureWeAreSocial's witty cup of tea.


We Are Social is a social media agency that seems to be a hybrid of public relations and advertising. While there I was able to peek at my first U.K. agency and see how they operate. 


Surprisingly, this agency and Marcus Thomas both radiated a similar vibe. The fun, quirky and random lifestyle is what drew me to advertising initially, so I'm glad to see the same outside of the United States.


While listening to various presentations, I picked out insights that the account representatives mentioned. Helen Simpson, account manager, started to describe the relationship she has with her client.

"The people that run [Heinz Beanz] are a bit mad themselves, so they get where we're coming from."
Many of my U.S. contacts stressed the importance of finding a client that matches the agency's personality, which is what Helen said allows her to get ideas approved by the client. They match the client's personality. 

John Crozier, an account representative for Adidas, mentioned the #1 buzz word from my U.S. research - trust. He explained that in order to get a client to trust the agency, the team must present recommendations to clients that are backed with proof explaining why it will work. 

John and George stressed the importance of having passion for what you do. At We Are Social, people are placed in jobs fit for their interests. Both men also exhibited a massive amount of knowledge on Adidas (while sporting Adidas sneakers). 

future predictions

During the rest of my stay, I plan to visit other agencies and talk to account representatives. So far, I have predictions as to what I will find different 

  • U.S. and U.K. agencies have similar personas, but the British culture lends to a different type of relationship with a client.  
  • Account service representatives have the same qualities, but U.S. and U.K. prioritize the qualities differently. 
  • Becoming the client and living the brand is key in both work environments. 
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keep calm, settle in

5/20/2013

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PictureThank you London for saving me from being
hit by a double decker.
photo credit: Marissa Decker
Three airports, two flights, and one coach ride later we've finally made it "home" to our flats.  I'm still having to remind myself every morning that I'm waking up in London. 

It is a bit strange. I'm a foreigner in my own country who is still learning and experiencing a different way of life than the norm. Before now all my trips to England were spent visiting relatives. Now, many years later, I've been plopped down in London and left to fend for myself - and I love it.

So far, (minus a quick trip to Paris) my flatmates and I have done a lot of wandering and settling in. I plan on checking more sites off of my London bucket list later in the week, but I have a few general thoughts.


  • I knew I was directionally challenged in the US, but I look the wrong way every time I try to cross the road.  
  • Why do the shops close so early? Living in a college town has spoiled me.
  • I will never be able to dress as nicely as the Brits do.






My list of must-sees is growing daily but I'm determined to take in as much of this city as I can. 

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keep calm, go to paris

5/19/2013

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Picture
Au revoir, London! Logically, after one day of wandering Clerkenwell, my next destination of choice was Paris. My flatmates and I set off Friday night. After a bus ride and a ferry we arrived. 

We had 24 hours to suck in as much French culture as possible, and the group made an impressive dent that you'll see in photos. (If you're interested, travel information can be found here.)
I'd been to Paris before, but only knew recounted stories of my two-year-old self whizzing around the Arc de Triomphe told by my parents - clearly that wasn't enough. 

With 24 hours to experience Parisian life my flatmates and I set out to do as much as possible. We stopped by the Eiffel Tower, the Arc de Triomphe, the Louvre (well, the entrance to it), Notre Dame. We strolled down the Champs Elysees, sampled pain au chocolate in a tucked away cafe and had a brief baguette fight. 

I wouldn't recommend any sane person go to Paris on a whim and only for a day. By the end of 12 hours walking, I more tired than a tired person, but I don't regret it. 

I only have two semester left in school. That's two semesters to scream "yolo" and live the impromptu life. I'm glad I took the opportunity to leave London quickly, but I'll stay put for the rest of my stay.   
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keep calm, half way there

4/29/2013

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The United States of America is a place I've grown to love and cherish, but now a place I'm about finished with (as far as this course is concerned). 


However, I will definitely be packing some insights from my research on account service overseas in my suitcase when I continue this project in the U.K. 

highlights from my topline presentation

After I spoke to my experts (read more about them here) I matched my insights with my secondary research on US business communication techniques.  This website was incredibly helpful in summarizing generally accepted communication trends among american business people.

During my in-depth interview with Jason Schafer, he expanded on the general guidelines by providing personal anecdotes. 


listen to ‘The Account Service personality’ on Audioboo
listen to ‘Levels of account service client interaction’ on Audioboo

Plan for U.K. research

World Business Culture provided a matching page for UK business communication techniques  that I plan to test when interviewing my U.K. experts. 

One tip said that "Meetings are reasonably formally structured, roughly following a predetermined agenda ..." This could be a key difference between the U.S. account service department and the U.K.

So far I am waiting to hear back from my three contacts. I plan to interview Pedro Martins, a director a TotalMedia UK. I am also tracking down an account director at Tag media (located right in Clerkenwell). My third contact will be a friend of Wendy Wardell. He works at the London branch of JWTaction in account service. 

Overall project insights

When I registered for this course in early 2013, I hadn't decided what my "area of expertise" would entail. The only definite thing I knew was that I would be focusing on an advertising related topic (which, is possibly the most general an idea can be). 

Also in early 2013 I registered for a course titled "Advertising Account Management" Until then, my advertising courses had only explained the creative side of agency life and skimmed over many of the other important roles. In a way, taking an account management class sparked the idea to learn more about this crucial role.

Through my research, I found out just how crucial the account service role is, and that it's purpose can be generalized across almost any communication. I became fascinated with it. This project has given me a much more clear idea of what I want to do with my advertising degree. 
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keep clam, be the shadow

4/13/2013

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All this research is finally seeming to coincide with expert opinions, and I'm gaining new insights every time I dig a little deeper. 

Recently I visited MarcusThomas, a Cleveland Agency and shadowed one of my expert interviewees, Jason Schafer. 

Friday, instead of sitting in lectures hearing stories of the "agency life" I went undercover and watched it all play out.  

Picture
I sat in on a client phone call, where I met Gayl, an account executive. Here, she is confirming with the client that after listening to a programmer explain technical details of their current project, they are to update the creative.
Picture
Each team decorates their meeting rooms to reflect the client. This room is where Jason and his team worked on MTD, a home and garden business.
Picture
A creative web designer uses calming techniques during a complex discussion concerning the logistics of the project.
Picture

Jason calls a client to resolve an issue. between art directors from the client and from his own team. 
Visiting MarcusThomas helped put into perspective what all my interviewees have been trying to explain.  It was definitely a day well spent. 
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keep calm, count down

4/3/2013

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ONLINE COUNTDOWN


My arrival in London is so close I can almost smell the fish and chips. But what use is traveling abroad without at least a vague idea of what to make of it. 
Two weeks will zip by. So, I'll attempt to pack as much stuff into these fourteen days as I can. 


Thus, I've created the "London Bucket List: 10 Things To Definitely See, Do, (and most importantly) Taste."
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keep calm, get out there

3/26/2013

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Picture
         
Wendy is currently a professor at Kent State and lectures several advertising classes. I am currently taking her account management course. 

Before Kent State Wendy worked as a Vice President Account Director at OgilvyAction (formerly JWT/Malone Advertising). 

In class, I have gained a tighter insight on the role of an account service person but after talking with Wendy one-on-one she gushed the details.

Wendy stressed the importance of knowing your client inside and out. Know who they are, what they are like, what makes them tick, every minute detail. Be your client. 

In building relationships she emphasized trust. Without trust working with a client will be difficult.  

However, Wendy explained that personalities are huge in agency/client bliss. The inner workings of a relationship all depend on the your client's and your own personalities and what job you are working to accomplish. Be genuine and straightforward. Save the client from the client. Her personal anecdotes concreted this statement. 


Interview 2: Jason Schafer 

Picture
An account service man from the start, Jason Schafer worked his way from intern to management supervisor at Marcus Thomas. 

I talked at length with Jason about all things account service. He gave me a clear picture of all the responsibilities in account service at various levels and where the relationship with clients fits in. 

Jason summed up account service in a sentence before diving in - "we are here to keep the client happy."  When it comes to keeping business thriving and running smoothly, the client rules. 


He divided account service into three levels:
  • managing personnel
  • quality of work
  • finances


Each of these levels involve the client, and each call for a different aspect of client relationship. 

Jason also explained that some of his clients have become friends. However, both know when to switch and can talk business to ensure goals are accomplished for both sides of the team. 



After hearing first hand what account service life entailed, I knew exactly my next step. 
Match these insights from the brand perspective. 


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keep calm, hit the books

3/11/2013

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Picture
           It started here. Before I went out and talked with experts in the field I needed to go back to school and  learn what account service really was.

Robert Solomon speaks from decade of experience in advertising - specifically working on an account service team. His book was the best starting point for me to refine what information I needed to ask in my interviews. 

Overall, this book detailed "58 things every advertising and marketing professional should know" (and is a great read)


"A great relationship leads to great work"

Of the other articles and agency websites I browsed, Solomon phrased it best when he said this. Brands praise agencies when they produce excellent and memorable work, but that doesn't mean a company will keep returning for more. An agency will stick with a client who they feel most comfortable working with. 

This idea made the importance of this project extremely clear. Without a strong client relationship, an agency falls. 

 

 


Picture
screenshot p.28 (forward) from amazon.com
Topics to further explore


This research is only the beginning. From my web browsing and Solomon's book I pulled out tips to test with the experts in my interviews.


  • level of client interaction at various positions on the account service team
  • first "date" with a client
  • building a relationship
  • working with international clients
  • ideal client relationship - examples
  • handling difficult client personalities 
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    london called, 
    i've answered. 

    Here you will find my blog detailing the research, findings and musings of my journey to London as part of Kent State's Global Advertising and Public Relations course. 


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