Annabel Newman
This series of articles looks at the world of the account manager.
This time we talk to Annabel Newman, Account Manager, BMF.
How did you end up in account management? Was it by design or a cosmic accident?
I found my way into Account Management by chance. Like many people, I left school unsure of what I wanted to do with my life. A family friend who had studied media and communications at UOW spoke highly of it, so I thought, "Why not?" and followed suit.
After graduating, I searched for a career that aligned with two key aspects of my personality: creativity and connection with people. While I’ve always loved exploring creative hobbies—from painting to textiles—I discovered that while creativity inspires me, I’m not exactly a natural at it. However, I knew I wanted to be surrounded by it.
Relationships, on the other hand, are where I thrive, which led me to Account Management at BMF, Australia’s most effective creative agency.
Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
It all starts with a clear and focused brief. Of course, there are times when a creative team develops an idea so brilliant it transcends the brief, but having a shared understanding of the client’s objectives and expectations from the outset helps ensure the project stays on track.
Account Management often plays a key role in balancing a brand’s objectives with creative vision, ultimately assessing whether the creative work delivers on the business goals. Effectiveness is something clients and agencies almost always align on—after all, we’re all striving to create best-in-class, impactful marketing.
What strategies do you employ to clearly convey ideas to clients and address client feedback?
Effectively conveying ideas and addressing feedback hinges on strong communication and trust. Success comes down to understanding your client’s business objectives, trusting the brief, and adapting to their communication style.
When it comes to presenting ideas, I firmly believe there’s no such thing as a ‘wasted meeting.’ Sharing concepts in person or discussing them over the phone always leaves a stronger impression than an email.
As for distilling feedback—that’s a whole different challenge. My approach is to focus on the bigger picture and understand the root of the feedback. Knowing whether it stems from a personal preference, legal requirement, or broader campaign need helps guide how the team responds. And honestly, the best way to work through it? Pick up the phone—it’s far more productive than back-and-forth emails.
How to build strong relationships with clients?
Building strong relationships with clients isn’t always as straightforward as it seems. As someone who could strike up a conversation with a wall, I thought this part of the job would be smooth sailing. But I quickly realised that client/agency relationships are a unique dynamic all their own.
I won’t claim to have all the answers (I’m still learning), but here are a few early lessons I’ve picked up:
- Be yourself—trying to be someone you’re not will only lead to cracks showing later.
- Know their brand inside out—ideally, even better than they do.
- Understand your client’s internal challenges and barriers—it’s key to building trust.
- And finally, always make them look good. When they’re winning internally, so are you.
Do you have any go-to tips for navigating challenging conversations with clients?
I’m relatively new to the industry, but one thing I’ve quickly realised is that everyone has to navigate a challenging conversation with a client at some point. It’s not something we aim for, but it’s often a part of creating brilliant work.
While these conversations are never easy, there are ways to minimise their impact and focus on finding solutions:
Take them on the journey: Regular check-ins and open conversations ensure challenging topics don’t come as a surprise.
Be transparent: These discussions are far more difficult if it’s not really clear on how we got to this point. Honesty builds trust.
Pick up the phone first: Deliver difficult news verbally before sending an email. Then, always follow up in writing to ensure clarity and alignment.
Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
While content creation and influencer marketing aren’t exactly new trends, they’re constantly evolving. With the emergence of new platforms like TikTok and changing regulations, it’s an area that continues to demand attention and innovation.
Content creation remains a highly impactful and effective marketing tool, and staying ahead of these shifts can unlock new opportunities for clients. I’m excited to see how this evolution will shape the industry and how advertising can push boundaries through creative collaborations with influencers and content creators in ways we’ve yet to explore.
What advice would you give your younger self when you first started out in account service?
There are two things that stand out to me if I were to give advice to my younger self:
Firstly, basics are more important than you think. This can be anything from how you write an email to your attention to detail on a presentation deck. It might seem ‘insignificant’ but everything matters. So, always check your spelling and grammar, make sure your briefs and debriefs are as perfect as possible and always make sure you spell people's names correctly.
Secondly, for the first few years in particular, be a sponge. In whatever agency you are in there are brilliant people all around you, listen and learn in every room you are in.
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