carlton associates incorporated in search of a function the evolving role of account service...
TRANSCRIPT
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CarltonAssociatesIncorporated
In Search of a Function
The Evolving Role of Account Service
Copyright 2001 Carlton Associates Incorporated
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CarltonAssociatesIncorporated
Larger than Life
Clark Gable in the Hucksters
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CarltonAssociatesIncorporated
A Lot Has Changed
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CarltonAssociatesIncorporated
A Lot Has Changed
• How did we get where we are?
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CarltonAssociatesIncorporated
A Lot Has Changed
• How did we get where we are?• What are the opportunities?
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CarltonAssociatesIncorporated
A Lot Has Changed
• How did we get where we are?• What are the opportunities?• A brief look back
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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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CarltonAssociatesIncorporated
A Look Back
Then, he did it all
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CarltonAssociatesIncorporated
Slow Erosion
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CarltonAssociatesIncorporated
• Clark Gable was copy-contact
Slow Erosion
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CarltonAssociatesIncorporated
• Clark Gable was copy-contact• Creative departments emerged
Slow Erosion
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CarltonAssociatesIncorporated
• Clark Gable was copy-contact• Creative departments emerged• Media planning and buying
Slow Erosion
![Page 13: Carlton Associates Incorporated In Search of a Function The Evolving Role of Account Service Copyright 2001 Carlton Associates Incorporated](https://reader035.vdocuments.us/reader035/viewer/2022062618/551455ec550346284e8b5374/html5/thumbnails/13.jpg)
CarltonAssociatesIncorporated
• Clark Gable was copy-contact• Creative departments emerged• Media planning and buying• Account planning
Slow Erosion
![Page 14: Carlton Associates Incorporated In Search of a Function The Evolving Role of Account Service Copyright 2001 Carlton Associates Incorporated](https://reader035.vdocuments.us/reader035/viewer/2022062618/551455ec550346284e8b5374/html5/thumbnails/14.jpg)
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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CarltonAssociatesIncorporated
The AE at the Millennium
A diminished generalist in a growing field of specialists
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CarltonAssociatesIncorporated
The Retreat
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CarltonAssociatesIncorporated
The Retreat
• Micro-managing tactical client work
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CarltonAssociatesIncorporated
The Retreat
• Micro-managing tactical client work
• Into the arms of the client
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CarltonAssociatesIncorporated
The Retreat
• Micro-managing tactical client work
• Into the arms of the client• Revolving relationships
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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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CarltonAssociatesIncorporated
The Marginalized AE
Not a pretty picture!
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CarltonAssociatesIncorporated
Emerging Developments
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CarltonAssociatesIncorporated
Emerging Developments
• New media
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CarltonAssociatesIncorporated
• New media• The “Business Manager” concept
Emerging Developments
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CarltonAssociatesIncorporated
• New media• The “Business Manager” concept• Extranet systems
Emerging Developments
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CarltonAssociatesIncorporated
So, What is an AE to do?
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CarltonAssociatesIncorporated
So, What is an AE to do?
• First, get over the past
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CarltonAssociatesIncorporated
So, What is an AE to do?
• First, get over the past• Second, get ready for the future
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CarltonAssociatesIncorporated
Some serious reinventing is
in order
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CarltonAssociatesIncorporated
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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CarltonAssociatesIncorporated
1. Superb Diagnostician
• Inadequate diagnosis is a major cause of client defection
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CarltonAssociatesIncorporated
• Inadequate diagnosis is a major cause of client defection
• Client complexity
1. Superb Diagnostician
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CarltonAssociatesIncorporated
• Inadequate diagnosis is a major cause of client defection
• Client complexity• What they really mean
1. Superb Diagnostician
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CarltonAssociatesIncorporated
• 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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CarltonAssociatesIncorporated
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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CarltonAssociatesIncorporated
• Must not just speak “advertising language”
2. Marketing Expert
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CarltonAssociatesIncorporated
• Must not just speak “advertising language”
• Understand the minds of the client marketing people
2. Marketing Expert
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CarltonAssociatesIncorporated
• 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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CarltonAssociatesIncorporated
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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CarltonAssociatesIncorporated
• Not a dirty word
3. Skillful Salesperson
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CarltonAssociatesIncorporated
• Not a dirty word• Helping clients find satisfactory
solutions
3. Skillful Salesperson
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CarltonAssociatesIncorporated
• 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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CarltonAssociatesIncorporated
• 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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CarltonAssociatesIncorporated
The AE of the future will be a professionally trained,
skillful salesperson
3. Skillful Salesperson
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CarltonAssociatesIncorporated
• Mistake one – just stick with TV and print
4. Understand New Media
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CarltonAssociatesIncorporated
• Mistake one – Just stick with TV and print
• Mistake two - Denigrate new media
4. Understand New Media
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CarltonAssociatesIncorporated
• 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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CarltonAssociatesIncorporated
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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CarltonAssociatesIncorporated
• There is a big difference between a “star” and a “producer”
5. Think Like a Producer
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CarltonAssociatesIncorporated
• 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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CarltonAssociatesIncorporated
• 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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CarltonAssociatesIncorporated
This is a very big, and very basic, change in thinking!
5. Think Like a Producer
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CarltonAssociatesIncorporated
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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CarltonAssociatesIncorporated
That’s What We SeeIt is a reinvigorated, tightly
focused role
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CarltonAssociatesIncorporated
That’s What We SeeIt is a reinvigorated, tightly
focused role• It speaks leadership
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CarltonAssociatesIncorporated
That’s What We SeeIt is a reinvigorated, tightly
focused role• It speaks leadership• It demands passion
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CarltonAssociatesIncorporated
That’s What We See• It is a reinvigorated, tightly
focused role• It speaks leadership• It demands passion• It requires special knowledge
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CarltonAssociatesIncorporated
And…
It will be fun and rewarding!