Why do we need Client Services? Why can’t clients just talk straight to the designers?
Well that’s how Clock started out. And for a long time it worked. But, as the agency grew, we recognised the need to become more strategic, more responsive, and more proactive in our approach. The addition of Client Services made the difference between simply being a design house and becoming a full service marketing communications agency.
As account handlers, we manage projects through the agency and act on behalf of the client. We ensure creative solutions are met on brief and to budget, brand guidelines are adhered to, key facts are accurate and all aspects of the communications plan are co-ordinated on time.
The key to good account management is to listen. Only by listening can we gain a great understanding of our clients’ business, the markets in which they operate, the competitive arena and, ultimately, what the brief is.
Writing a good brief is the most important task of an account manager. It provides the creative team with all the necessary information to create outstanding work, based on a single minded proposition. It is sometimes difficult for a client to determine the single most important aspect of the brief, as they have their sales teams, production departments and business management to please! Which is where a subjective point of view is invaluable – something only an account manager who has spent time, and listened to their client, can offer.
A good account handler will learn all about their clients’ products – be it by benefit, function and sometimes even product code! All of which adds value to the client/agency relationship and helps make the client’s job that little bit easier.
