Ad Agencies: Who Is Your "Hub of the Wheel" and How Do They Affect Your Client Service Rating?

Whenever I meet new people and they ask what I do, I say “I’m in advertising.” Typically they are very impressed, like it’s some sort of fabulous Mad Men episode full of glitz and glamor, celebrities and parties.

The next question usually focuses on my role—do I create TV spots or design ads—the creative stuff. When I tell them I’m not in the creative department but rather an account manager, I usually get blank stares.

To those not familiar with the agency business, account service is a foreign concept that is not nearly as interesting as the “creative stuff.”

It’s quite the contrary.

Account service is like the “hub of the wheel” connecting all areas of expertise in the agency.  My job encompasses many things, is never boring and is constantly evolving. To boil it down simply, the role of account service is threefold.

First, account service leads.

We lead our clients and our agency team members in a strategic direction designed to accomplish the client’s goals. Sometimes this entails leading them through a research project to determine what information we would like to find out, why it’s important and what we’re going to do with that information once we get it.

We lead the agency team in putting together smart, strategic marketing plans that are then translated into creative ideas and campaigns.  It’s important to have the strategic plan in place before we begin developing ideas to make sure the ideas are designed to accomplish our goals and are not just “creative.” Account service leads brainstorming sessions, planning meetings and client meetings.

Secondly, account service manages.

We manage our teams to make sure that the work is strategically sound, and that it is moving smoothly and efficiently through the agency. Account service, along with the Creative Director, evaluate the work to make sure it follows the strategy that’s been laid out and that it is designed to accomplish the client’s goals. Nobody likes surprises when it comes to deadlines and budgets. Therefore, account service also manages client expectations regarding the schedule and the budget to make sure the work is delivered on time and on budget.

Lastly, account service spends an enormous amount of time communicating.

We communicate internally to our teams and externally to clients, vendors and the media. Communication is one of the most important factors in a successful agency/client relationship. Honest, open and frequent communication between the client and the agency will help to build trust, facilitate the sharing of ideas and allow everyone involved to contribute their best thinking to help solve the client’s business and communication challenges.

The goal of any agency is to do the best work possible, change consumer behavior and get results for the client. At HRB, we are constantly striving to find new, unique and strategically-sound ideas that connect with consumers and compel them to act.  The only way this is accomplished is when all areas of expertise and all team members within the agency work together with some guidance from the “hub of the wheel.”

Thoughts, comments?