perwanal saatchi & saatchi account handling. perwanal saatchi & saatchi advertising agency...

PERWANAL SAATCHI & SAATCHI

Account Handling

PERWANAL SAATCHI & SAATCHI

Advertising Agency Structure

P rod u c tion

A rtis ts

V isu a liso r

A rtD irec to r

C op yw rite r

H ead o fC rea tive

H ead o fP lan n in g

A ccou n tE xecu tive

A ccou n tS u p erviso r/

M an ag er

H ead o fA ccou n tS ervice

M ed iaE xecu tives

M ed iaM an ag erP lan n in g

M ed iaE xecu tive

M ed iaM an ag erB u yin g

H ead o fM ed ia

R ece ivab lesA ccou n tan t

P ayab lesA ccou n tan t

G en era lA ccou n tin g

F in an ceM an ag er

H ead o fF in an ce &

A d m in

C om p an yH ead

PERWANAL SAATCHI & SAATCHI

Account Service Structure

J r. A ccou n tE xecu tive

A ccou n tE xecu tive

A ccou n tM an ag er

A ccou n tS u p ervisor

A ssoc ia teA ccou n t D irec to r

A ccou n tP lan n er

A ccou n tD irec to r

Transition level – max 18 months

Entry level – max 6 months

Director of Client Services =Highest Position

PERWANAL SAATCHI & SAATCHI

Account Service Structure

Account Service

Creative Services Media Services

Traditional Relationships

PERWANAL SAATCHI & SAATCHI

Account Service Structure

Account Service

Creative Services Media Services

Modern Relationships

Planner

PERWANAL SAATCHI & SAATCHI

Account Service Structure

AccountService

Client

Everything revolves around Account Service

Your Business

PERWANAL SAATCHI & SAATCHI

Account Service Structure

AccountService

Media

CreativeFinance

PlanningProduction

Research

Client

Everything revolves around Account Service

Your Business

Your Colleagues

PERWANAL SAATCHI & SAATCHI

Account Service Structure

AccountService

Media

CreativeFinance

PlanningProduction

Research

SuppliersClient

Everything revolves around Account Service

Suppliers

Your Business

Your Colleagues

Your Support

PERWANAL SAATCHI & SAATCHI

What is an account service person?

PERWANAL SAATCHI & SAATCHI

It is hard to define what an

account person is

“What business are you in?”“Engineer. You?”“I’m an account executive in an ad

agency”“You write ads?”“No, copywriters do that.”“That must be a fun job.”“It’s not that easy. We do a lot of

research”“You do research?”“No, we have research people for

that.”“Do you bring in new clients?”“That’s not my job.”“Forgive me, but what is your

job?”“Marketing.”“You do the marketing for

clients?”“No, they do it themselves.”“Are you in management?”“No, but I soon will be.”

Ogilvy on Advertising

PERWANAL SAATCHI & SAATCHI

The Account Service Person is the manager of

the businessand much more …

PERWANAL SAATCHI & SAATCHI

What is Account Service Person?

• The first one in and the last one out• A good adminsitrator

– Letter writing– Contact report– Progress Report– Status Report– Field Check Report– Time Schedule Report– Filing– Production Estimates

PERWANAL SAATCHI & SAATCHI

What is an Account Service Person?

• A good thinker & ideas man– Advertising proposals– Ideas to help sell the product– Promotion ideas

• Someone who knows his consumers & customers• A diplomat & skilled negotiator• A friend & partner of the client• Someone who knows the best places of

entertainment• Someone who is tough & resilient

PERWANAL SAATCHI & SAATCHI

What is an Account Service Person?

• Someone who has a curious mind• Someone who always strives for the best• A very good presenter• Someone able to work under extreme

conditions

PERWANAL SAATCHI & SAATCHI

What is an Account Service Person?

• PLUS MUCH MORE!

PERWANAL SAATCHI & SAATCHI

What is the role of an Account Service Person?

• He is the agency’s representative to the client and the client’s representative to the agency.

• He is a consultant to the client.• He helps the client sell the brand.• He attends lots of meetings.• He takes all the blame.

PERWANAL SAATCHI & SAATCHI

What does an Account Service Person do?

• He makes proposals– Advertising– Marketing– Promotions– Public Relations

PERWANAL SAATCHI & SAATCHI

What does an Account Service Person do?

• He makes presentations– For new business– To set the direction for the brand– To look at the past, present and the future

of the brand– To keep a client

PERWANAL SAATCHI & SAATCHI

What does an Account Service Person do?

• He advises the client.• He socialises with the client.• He sets deadlines and makes sure they are

met.• He sets targets and makes sure they are met.• He ensures quality!• He does market checks.

• He makes money for the company.

PERWANAL SAATCHI & SAATCHI

He Has A Good Time