This series of articles looks at the world of the account manager.
This time we talk to Louis Guthrie, Lexlab, Senior Account Manager
How did you end up account management? Was it by design or a cosmic accident?
Definitely less by design – much closer to cosmic accident! I began my career as a personal trainer, before going back to university to study psychology. It was interesting, but it wasn’t a career path I wanted to pursue. Instead, I found myself drawn to the creative side of the advertising industry. As I explored this avenue, an opportunity arose to become a programmatic trader – it was an emerging area, and I was excited to learn more. The trading aspect of the job really appealed, and I was very interested in the theory behind the tech. From there, my job branched out into campaign and team management in the social and search space, with a keen focus on performance and attribution.
After years honing my skills in programmatic, I made the decision to transition into account management and strategy - and I haven’t looked back. The role incorporates both project management and relationship building - two elements I really enjoy - while continually developing my operational and strategic abilities.
Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
Initiating an open conversation with a client to gain insights into their business goals and expectations is a great starting point. It can also help determine if there is a need for further education on best practices, industry standards, and any potential caveats or limitations.
This two-way dialogue helps to find a middle ground that suits both parties, and sets clear expectations regarding next steps, goals, deliverables and project timelines.
From there, regular check-ins and feedback are pivotal in ensuring you’re continually aligned, with balance dependent on effective communication.
What strategies do you employ to clearly convey creative ideas to clients and address client feedback?
While Lexlab isn’t a creative agency, we often provide feedback regarding best-performing creative. This allows us to continually optimise campaigns, based on data-driven insights.
How to build strong relationships with clients?
Achieving long-term industry success hinges on building strong client relationships.
Clear communication is pivotal - relationship development rests on understanding a client’s wants, concerns and needs, and being receptive to feedback. Prompt responses also make a significant difference - it demonstrates the client’s importance to you, and your commitment to them.
Additionally, become highly familiar with a client’s business objectives to set KPI-centred strategies and solutions. Being knowledgeable about a client’s business fosters trust, and communicates that their success is a priority.
Being reliable is also key. Offering dependable, transparent service, adhering to deadlines and maintaining open communication provides a solid foundation for building productive relationships.
Lastly, I’ve always found clients respond well to a proactive and flexible approach. Take initiative by proactively offering solutions and adapting to their current needs. It not only shows that you care, but that you’re paying attention.
Do you have any go-to tips for navigating challenging conversations with clients? And effectively selling an idea.
Navigating challenging conversations requires a blend of effective communication, understanding, and strategic thinking.
Being prepared is crucial. You need to know all the relevant details, what’s happening and why, so you can fully grasp the situation from all angles.
It’s really important to actively listen, and allow clients to express their thoughts and concerns. Follow-up up by paraphrasing – it shows you’ve been listening. Often, the outcome of many difficult conversations hinges on clients simply feeling heard.
Address any issues straight away. Maintain open communication and provide evidence and data substantiating your response – this can help alleviate any potential doubts.
It’s also really important to manage emotions – not just yours, but the clients’ as well.
Stay calm, composed, professional and positive (if the situation allows), even if the conversation becomes challenging or tense. Avoid becoming defensive or argumentative, and instead, focus on finding common ground and moving the conversation forward constructively.
The last thing I’ve learned is to always follow-up after any challenging conversations. Thank them for their time and reiterate key points so you’re all on the same page. This also ensures both parties are aware of next steps.
Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
Over the last few years, there has been ongoing conversations around digitising traditional media channels, with talks of out-of-home, radio and even TV, going programmatic. It will be interesting to see if this is an effective and sustainable model moving forward.
One of the biggest things to look out for is the depreciation of third-party cookies. Online privacy is an ongoing concern for internet users, and browsers such as Safari, Firefox and now Google Chrome, are taking steps to remove trackers, which will have far-reaching industry ramifications. The challenge for account managers will be in assessing the alternatives currently being presented in the market. There has yet to be a unified solution that everyone can agree on. Ultimately, access to a solid first-party data source will make the transition significantly easier, so we’re currently working with our clients to establish this. I’m looking forward to seeing the innovation that follows from this shift. I think 2024 will be a very interesting year for digital advertising.
What advice would you give your younger self when you first started out in account service?
Look after yourself - the job can be stressful at times, so it’s important to manage self-care. Don’t worry about needing to push things back to clients and get more clarity. At the end of the day, your role is to help them with their workload - the more you understand what they want, the better service you can provide. Most importantly, enjoy the slower times because things will ramp up again soon.
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