This series of articles looks at the world of the account manager.
This time we talk to Emma Sepokas, account manager, Channel Factory.
1. How did you end up in account management? Was it by design or a cosmic accident?
It was, without a doubt, a cosmic accident! I studied social and political science at uni and knew towards the end of my degree that politics wasn’t for me, but I had no idea what my future was going to be.
I still remember my first job interview at a time when I had absolutely no clue about digital advertising. My only exposure to advertising at uni was in print media. I was applying for any communications-related roles I could find, because I was such a social person, and somehow I found myself in the exciting world of account management.
This unexpected journey led to some incredible opportunities which I'm so thankful for, including a five-year stint in London working on UK accounts at Oracle.
2. Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
Navigating clients' visions can be tough, especially when juggling input from various stakeholders like the brand, planning, and trading teams.
My approach is to always over-communicate. During the briefing phase, I find it helpful to have a quick chat about the campaign or brand to make sure I understand the key objectives and what is needed to deliver what the brand has envisioned effectively.
Each campaign and client is unique because everyone has different levels of experience and knowledge, so it’s crucial not to assume we're on the same page. That's how miscommunication happens.
3. What strategies do you employ to clearly convey creative ideas to clients and address client feedback?
As an account manager in an adtech company, my role often involves translating creative ideas from the brand or agency into actionable solutions. By understanding what the client is after and what's possible, we can determine whether the client’s vision can be turned into reality.
When sharing these ideas back to clients, I always try to keep it simple and make it digestible so they can easily communicate the idea to their internal teams.
Regarding client feedback, it's important to remember that feedback isn’t personal. It’s intended to ensure the campaign aligns with the brand's vision. By taking feedback onboard and adapting it to our strategy, we can build trust and optimise our ability to deliver even better results in the future.
4. How do you build strong relationships with clients?
Building strong client relationships is, without a doubt, the number one aspect of being an account manager. For me, picking up the phone to chat with clients, along with frequent social catch-ups where work isn’t always the focus, is key.
These interactions, whether over a (sometimes long) lunch or a brekkie, help me get to know my clients as people, and not just as business contacts. This helps me to understand them better, and in turn learn how to work with them in the best way possible.
My ultimate goals as an account manager are:
● To be helpful, flexible, and transparent: It's essential for vendors to adapt their solutions to meet the client’s needs, rather than expecting the client to fit their solutions. Since no campaign is one-size-fits-all, our number one goal should be to make the client's life easier!
● To build trust: Account management is a bit like dating but in a professional context. It’s about establishing a level of friendship and trust. Every client is so different - some need quick responses, while others need a lot of detail. I always want my clients to trust that I will jump on any urgent requests whilst consistently delivering our campaign outcomes It may get a bit chaotic behind the scenes, but I always want my clients to trust in my work and never experience that chaos!
5. Do you have any go-to tips for navigating challenging conversations with clients and effectively selling an idea?
Honesty is so crucial when navigating challenging conversations with clients. Admitting when something is wrong or flagging issues transparently helps maintain trust. Digital advertising is a very small industry - and trying to hide mistakes can be damaging to relationships and burn trust.
Also, when presenting challenging ideas or addressing issues, I like to offer multiple solutions. This helps a client be aware of the range of options available to them, and it helps them feel like they're involved in the decision making process.
6. Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
One significant challenge is the high rate of agency churn. With the rise of managed services and increased outsourcing, account management teams need to be more hands-on and adaptable, as well as ready to operate differently than before.
Another challenge (post-COVID) is that agencies are in the office for fewer days.Face-to-face interactions, despite being more valuable, are harder to lock in. Agencies are now in the office only two-to-three days a week, so it makes it a lot harder to build those relationships in person.
I’ve also noticed that client entertainment has shifted in media. It’s no longer just about old school media events like long lunches; agencies are more interested in a mix of experiences, such as gym classes, massages, and anything in health and wellness. It’s important to be more creative to stand out to an agency these days!
7. What advice would you give your younger self when you first started out in account service?
Without a doubt, it would be to embrace the unpredictability of each day and remember that the ultimate goal as an account manager is to be helpful. When facing challenges, I always try to remember that no one's life is at stake. I still remember when my first manager told me, “It’s advertising, not surgery - no one is going to die.” This has been invaluable in helping me contextualise my problems and reducing my stress in such a chaotic role.
My second piece of advice would be to seize every single opportunity that being an account manager can offer - whether it's moving overseas, attending media client lunches (perfect for a foodie like me), or meeting people from diverse backgrounds. Each experience in such a unique industry enriches your career and personal growth, so make the most of them.
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