Carlton Associates Incorporated In Search of a Function The Evolving Role of Account Service...

CarltonAssociatesIncorporated

In Search of a Function

The Evolving Role of Account Service

Copyright 2001 Carlton Associates Incorporated

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Larger than Life

Clark Gable in the Hucksters

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A Lot Has Changed

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A Lot Has Changed

• How did we get where we are?

CarltonAssociatesIncorporated

A Lot Has Changed

• How did we get where we are?• What are the opportunities?

CarltonAssociatesIncorporated

A Lot Has Changed

• How did we get where we are?• What are the opportunities?• A brief look back

CarltonAssociatesIncorporated

A Lot Has Changed

• How did we get where we are?• What are the opportunities?• A brief look back• And a look ahead

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A Look Back

Then, he did it all

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Slow Erosion

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• Clark Gable was copy-contact

Slow Erosion

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• Clark Gable was copy-contact• Creative departments emerged

Slow Erosion

CarltonAssociatesIncorporated

• Clark Gable was copy-contact• Creative departments emerged• Media planning and buying

Slow Erosion

CarltonAssociatesIncorporated

• Clark Gable was copy-contact• Creative departments emerged• Media planning and buying• Account planning

Slow Erosion

CarltonAssociatesIncorporated

• Clark Gable was copy-contact• Creative departments emerged• Media planning and buying• Account planning• Sales promotion, PR, direct

marketing

Slow Erosion

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The AE at the Millennium

A diminished generalist in a growing field of specialists

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The Retreat

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The Retreat

• Micro-managing tactical client work

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The Retreat

• Micro-managing tactical client work

• Into the arms of the client

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The Retreat

• Micro-managing tactical client work

• Into the arms of the client• Revolving relationships

CarltonAssociatesIncorporated

The Retreat

• Micro-managing tactical client work

• Into the arms of the client• Revolving relationships• Ah, for the “good old days”

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The Marginalized AE

Not a pretty picture!

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Emerging Developments

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Emerging Developments

• New media

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• New media• The “Business Manager” concept

Emerging Developments

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• New media• The “Business Manager” concept• Extranet systems

Emerging Developments

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So, What is an AE to do?

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So, What is an AE to do?

• First, get over the past

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So, What is an AE to do?

• First, get over the past• Second, get ready for the future

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Some serious reinventing is

in order

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What do we see?The AE will…

1. Be a superb diagnostician2. Be a marketing expert3. Be a skillful salesperson4. Understand new media5. Think like a producer

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1. Superb Diagnostician

• Inadequate diagnosis is a major cause of client defection

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• Inadequate diagnosis is a major cause of client defection

• Client complexity

1. Superb Diagnostician

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• Inadequate diagnosis is a major cause of client defection

• Client complexity• What they really mean

1. Superb Diagnostician

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• Inadequate diagnosis is a major cause of client defection

• Client complexity• What they really mean• Penetrate the client psyche

• scientifically and programmatically

1. Superb Diagnostician

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The AE of the future will be responsible for thoroughly

and systematically understanding the client from

the inside

1. Superb Diagnostician

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• Must not just speak “advertising language”

2. Marketing Expert

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• Must not just speak “advertising language”

• Understand the minds of the client marketing people

2. Marketing Expert

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• Must not just speak “advertising language”

• Understand the minds of the client marketing people

• Understand the competition, distribution, pricing models, etc.

2. Marketing Expert

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The AE of the future will be responsible for thoroughly understanding, and being conversant in, the client’s entire marketing picture

2. Marketing Expert

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• Not a dirty word

3. Skillful Salesperson

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• Not a dirty word• Helping clients find satisfactory

solutions

3. Skillful Salesperson

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• Not a dirty word• Helping clients find satisfactory

solutions• Position the client to recognize, and

accept, the benefits of the agency’s proposals

3. Skillful Salesperson

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• Not a dirty word• Helping clients find satisfactory

solutions• Position the client to recognize, and

accept, the benefits of the agency’s proposals

• Not a job for amateurs!

3. Skillful Salesperson

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The AE of the future will be a professionally trained,

skillful salesperson

3. Skillful Salesperson

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• Mistake one – just stick with TV and print

4. Understand New Media

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• Mistake one – Just stick with TV and print

• Mistake two - Denigrate new media

4. Understand New Media

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• Mistake one – Just stick with TV and print

• Mistake two - Denigrate new media• Mistake three - Defer to

technologists

4. Understand New Media

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The AE of the future will be able to work holistically

using all methods of reaching the client’s target

audience

4. Understand New Media

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• There is a big difference between a “star” and a “producer”

5. Think Like a Producer

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• There is a big difference between a “star” and a “producer”

• Clark Gable was a star

5. Think Like a Producer

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• There is a big difference between a “star” and a “producer”

• Clark Gable was the star• But, there had to be a producer

before he could become a star

5. Think Like a Producer

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This is a very big, and very basic, change in thinking!

5. Think Like a Producer

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The AE of the future will be comfortable letting others be the

stars and take pride in being known as a masterful producer, without whom, the stars would not shine

5. Think Like a Producer

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That’s What We SeeIt is a reinvigorated, tightly

focused role

CarltonAssociatesIncorporated

That’s What We SeeIt is a reinvigorated, tightly

focused role• It speaks leadership

CarltonAssociatesIncorporated

That’s What We SeeIt is a reinvigorated, tightly

focused role• It speaks leadership• It demands passion

CarltonAssociatesIncorporated

That’s What We See• It is a reinvigorated, tightly

focused role• It speaks leadership• It demands passion• It requires special knowledge

CarltonAssociatesIncorporated

And…

It will be fun and rewarding!