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1、,Professional Development ProgramJ. Walter Thompson,Toolbox Learning Series,JWT Toolbox Learning Series,Professional Development SkillsHow to Become an Account Person,JWT Toolbox Learning Series,To Talk about,What our business is What the job is all about What the role of us is How to be most effect
2、ive and creative. Look at others,A Service Business,What are services? Services are deeds, processes, and performances to fulfill customers needs and achieve their satisfaction based on perceived expectation. Differences in goods versus services Intangibility Heterogeneity Simultaneous production an
3、d consumption Perishability,Service Quality,Clients expectations and perceptions are central in the delivery of excellent service.,Expected Service,Perceived Service,GAP,A Service Organization,Company (Management),Employees,Customers,Internal marketing “enabling the promise”,External marketing “sett
4、ing the promise”,Expanded Marketing Mix,Expanded marketing mix for services: Product Place Promotion Price People Physical Evidence Process,7Ps if make it simple,An Agency Person,Not only providing services But also marketing services,Account Person,The only person in the Agency wearing many differe
5、nt hats - ALL AT ONCE! That is what makes it hard yet fun.,Account Person,But All too often difficult to maintain a clear perspective on priorities!,What the Job is Really About,1. Understanding & Interpreting the Clients wants & needs. 2. Leading the agency/client team to a Brand Vision. 3. Briefin
6、g & co-ordinating specialist departments. 4. Uniting clients & agency in an atmosphere of trust, energy & enthusiasm,To make it simpler,What the Job is Really About,Understand clients expectations about brand communication. Manage the expectations. Be responsible for the final delivery of services.,
7、Fill the GAP!,What a JWT Job is Really About,Creativity make communication vivid and powerful. Creativity belongs to everybody. Creativity could make us valuable to go beyond basic services. Creativity inspire possibilities for better Brand Vision and its fulfillments.,Fill the GAP with great creati
8、vity!,What a JWT Job is Really About,Responsible for Making Great Ideas Happen.,It Needs to Know,Advertising is only the tip of the iceberg Thompson Total Branding means becoming a Total Communications professional Requires a general knowledge of all specialist disciplines.,The Multinational Account
9、 Person,How do you make the Brand Vision and Brand Idea relevant to your market? Can you capitalise on work from other countries? Do you look for local ideas that will travel?,The MultinationalAccount Person,Understand what a multinational client expects from your office. We have to orient ourselves
10、 to their fit, not them to us. Use flexibility and “constructive aggressive approach” to build a local partnership,What the Job is Really About,Six Key Roles Businessman (woman) Advertising Person Marketer Planner Manager Human Being,Businessman (woman),Business Business And business,Advertising Per
11、son,All advertising people must understand & appreciate great advertising,A JWT Advertising Person must expand his/her focus from just traditional media to all forms of communication,Advertising Person,Contribute to the creative process Be a GENUINE partner in the creative process,Advertising Person
12、,Ensure the work meets the creative brief.,Advertising Person,Sell the Agencys work be proud of it preparation is essential convince the client it is the most compelling expression of a coherent reasoned train of thought,Marketer,Understand your clients business,The Planning Cycle,Why are we there,W
13、here could we be?,How can we get there?,Are we getting there?,Where are we now?,Marketer,Immerse yourself in Thompson Total Branding,Marketer,Make the TTB tools second nature Brand Asset Summary The Consumer Buying System Key Discoveries Brand Positioning Brand Personality Brand Vision,Planner,The C
14、hampion of both consumer & brand in the Agency Responsible for: building long term brand value quality of all communication briefs,Manager,Lead your team Inform/exchange information coordinate, clarify assign responsibilities set priorities achieve consensus,Manager,Must know enough about the job of
15、 each team member to contribute intelligently to the debate,Manager,Administer your account efficiently keep track of all jobs in hand keep up data books exercise financial control,Manager,Manage & develop people take responsibility anticipate problems be part of the agency use its resources,Human B
16、eing,Build personal relationships Listen Practice teamwork Act with Integrity,Have a point of view Never be satisfied Enjoy yourself Inspire others,Where Else can you Wear so many Hats at once?,A messenger A villain Strong partisan Detective A pest,A message creator A diplomat Objective Arbitrator Traffic log A loved one,An Account Person,The person everyone loves to hate and cant do without Because youre always right in the middle of it!,Finally,Achievements More busi
