This series of articles looks at the world of the account manager.
This time we talk to Equality Media + Marketing business director Amy Weatherlake.
How did you end up account management? Was it by design or a cosmic accident?
I’d say it was a bit of both—part planning, part just how things unfolded. I’ve been interested advertising since high school. I started as an intern at PHD, where I quickly got into the media side of things.
I’ve taken on both specialist and generalist roles, but I always seem to come back to jobs that are really focused on people. So, while I didn’t set out with a clear plan to end up in account management, it just kind of clicked with what I enjoy doing.
Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
It’s definitely a balance! My approach is to ensure that the creative work maintains the brand’s integrity and original concept, while also keeping a sharp focus on conversion.
It’s about finding that sweet spot where the creative vision aligns with the client’s objectives, so both can be achieved effectively.
What strategies do you employ to clearly convey creative ideas to clients and address client feedback?
Listen to the client, use past experiences and results to help explain why certain creative ideas might work well.
When it comes to feedback, I often suggest test-and-learn scenarios. This approach allows us to experiment and fine-tune the strategy, making sure we’re hitting both the creative and business goals.
How to build strong relationships with clients?
It might sound like a cliché, but building strong client relationships is all about being a trusted partner. I make sure to follow through on what I promise, stay available (while maintaining boundaries, of course!), and exceed expectations.
I also enjoy catching up outside of regular meetings—who doesn’t love a good lunch at a nice restaurant? Melbourne’s got some amazing spots, and those moments really help build the connection.
Do you have any go-to tips for navigating challenging conversations with clients? And effectively selling an idea.
For tricky conversations, my tip is simple: just own it. Being accountable and honest is key - trust is hard to build without it. Once you have a strong foundation of trust, it’s much easier to present and sell your ideas effectively.
Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
Right now, a big focus for us is the upcoming changes to the Australian Privacy Act and educating clients about handling sensitive data. With that, we’re already rethinking how we approach lead generation, email marketing, and look-alike audiences to name a few.
What advice would you give your younger self when you first started out in account service
Picking up the phone isn’t scary (classic Millennial issue!). Just dive in, and you'll find that most conversations are much easier than you expect.
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