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The Role Of An Account Manager In An Advertising Agency

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By Author: Ting Digital
Total Articles: 21
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When it comes to an advertising agency or a digital agency, Sydney's agencies offer some of the best services out there. However, in order to understand these agencies in detail, we need to better understand their inner structures and working. As a brand, one of the most important advertising agency departments that you will be dealing with has to be the account management team. Let's dive deeper into this to better understand their role.

The account management team is your first line of contact with the advertising agency. At a typical advertising agency in Sydney, the account manager of a brand is considered to be almost the custodian of the brand. Right from day one, the account manager is involved deeply with the brand. They are assigned right from the moment an agency starts pitching to a brand. Once a pitch has been one, it is the account managers job to initiate the first contact with the brand and organize the workflow within the agency. From that point onwards, the account management team will be the brand's clear point of contact. What this means is that they will only talk to the account managers for all their requirements. From the moment a brief comes in, it is the account team that kicks into action. It is the account managers responsibility to read the brief thoroughly and understand the requirements fully. If needed, at this point the manager might get in touch with the client and clarify doubts. Once this has been done, it's the manager's job to ensure that a second creative brief is created for internal reference. At this stage they might enlist the aid of a brand planner to prepare a more informed and insightful brief document. Once all of that is in place, the account manager will then reach out to the creative team. A good account manager's job won't just end there, they will be a part of the creative process and ensure that work is heading in the right direction. Once the work is ready, it is the account manager who will take it back to the client and present it to them. While the creative team might get involved during the feedback process, the account manager will be involved in every step.

On the face of it, it might look like the account manager of a digital agency in Sydney, doesn’t really add much value to the actual work. But more than anything, account managers play a crucial role in ensuring the smooth functioning between a brand and its agency. When it comes to creative work, ego clashes are inevitable, and it is the role of the account management team to ensure a degree of professionalism is maintained. On the one hand, they need to deal with the demands of clients and pacify them in times of stress. On the other hand, they need to work with a temperamental creative team and ensure that they have everything they need to do their job effectively. They are truly the custodians of their brands.

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