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.
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.
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.
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