1. The Account Executive of the Future

2. How It Used To Be Hollywood Version Larger Than Life

3. A Lot Has Changed

• How did we get where we are?

• What are the opportunities?

• A brief look back?

• And a look ahead

4. A Look Back

• Then, he did it all

5. Slow Erosion

• The AE was copy contact

• Creative departments emerged

• Media planning and buying

• Account planning

• Sales promotion, PR, direct marketing

6. The AE Today

• A diminished generalist in a growing field of specialists

7. The Retreat

• Micro-managing tactical client work

• Into the arms of the client

• Revolving relationships

• Ah, for the good old days

8. The Marginalized AE

• Not a pretty picture!

9. Emerging Developments

• Changing consumer

• Non traditional media

• Client procurement processes

• Extranet systems

10. So, What is an AE to do?

• First, get over the past

• Second, get ready for the future

?

11. Some serious redesign is in order

12. What do we see?

• The AE will

• Have a business mindset

• Be a superb diagnostician

• Be a marketing expert

• Think like the clients customers

• Be a skillful sales person

• Grasp non-traditional media

• Act like a producer

13.

• Relationship manager

• Client market success

• • Not just client satisfaction

• Win-win focus

• Mutual respect

1. Business Mindset

14. 1. Business Mindset

• The AE of the future will be responsible for making sure the business relationship between everyone at the client and the agency works

15.

• Inadequate diagnosis is a major cause of client defection

• Client complexity

• What they really mean

• Penetrate the client psyche

• • Scientifically and programmatically

2. Superb Diagnostician

16. 2. Superb Diagnostician

• The AE of the future will be responsible for thoroughly and systematically understanding the client from the inside

17.

• Must not just speak advertising language

• Understand the minds of client marketing people

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

3. Marketing Expert

18. 3. Marketing Expert

• The AE of the future will be responsible for thoroughly understanding, and being conversant in, the clients entire marketing picture

19. 4. Clients Customers

• Effective communications requires empathy

• AE is in the best position

• Walk in the shoes

• Thinking like the customer is different from thinking like the client

20. 4. Clients Customers

• The AE of the future will assure that the clients message to its customers is both powerful and personally relevant

21. 5. Skillful Salesperson

• Not a dirty word

• Helping clients find satisfactory solutions

• Position the client to recognize, and accept, the benefits of the agencys proposals

• Not a job for amateurs!

22. 5. Skillful Salesperson

• The AE of the future will be a professionally trained, skillful salesperson

23. 6. Grasp Non-Traditional Media

• Mistake one Just stick with TV and print

• Mistake two Denigrate new media

• Mistake three Defer to the specialists

24. 6. Grasp Non-Traditional Media

• The AE of the future will be able to work holistically using all methods of reaching the clients target audience

25. 7. Act Like a Producer

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

• The Hollywood AE was a star

• But, there had to be a producer before he could become a star

26. 7. Act Like a Producer

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

27. 7. Act Like a Producer

• 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

28. Whoa!! Whats Missing ?

29. Project Management!

• The plague of good account service

• Traffic on steroids

• Separate strategic from tactical

30. Thats What We See

• Its a reinvigorated, tightly focused role

• It speaks leadership

• It demands passion

• It requires special knowledge

31. And

• It will be fun and rewarding!