Strategic Account Management

What’s this course about?

This course is designed for entry-level account people at external and in-house agencies. The assumption underlying the course is that account people must be a key part of the strategic and creative process and that effective account folks who have a point of view drive agency excellence.

Specifically, we explore how account management is practiced in small to mid-size, creatively-driven agencies versus large, more traditionally structured organizations and in-house agencies. By exposing entry-level account people to very different philosophies, the goal is to offer a choice they might not know they had and gain a more diverse perspective of the account management discipline.

After this course, account people should be able to think and write strategically, form a defensible point of view, and be resourceful. Through active participation and discussion, practical application of theory, and exposure to real world challenges, account people will be prepared to bring even more value to their organization.

Key Topics Include:
• Process-Oriented vs. Product-Oriented models of account management
• The role of account planning and the state of planning in the industry today.
• Importance of strategy to seizing creative opportunity – the account manager’s role.
• Practicing account leadership versus mere account management.
• Presenting, selling, and standing up for your creative team’s work and POV.
• Playing nice in the sandbox. Developing good relationships with creative, producers and other colleagues.
• Fundamentals of good client relationships.
• Engagement – the account manager’s art of bringing in the right people at the right time

Who will be teaching the course?

Jonathan Balck

Chief Strategy Officer

MMB

The instructor, Jonathan Balck has worked with iconic brands like MINI, Harley-Davidson and Saturn, leading teams that created innovative programs including Best Buy’s Twelpforce and JCPenney’s Tweeting With Mittens. He is an accomplished marketing executive with expertise in building, revitalizing and driving all aspects of global strategy, management, customer experience, product identity, program development and activation. Recognized as a proactive, creative leader with exceptional ability to exceed financial goals. In four years Jonathan helped grow Victors & Spoils from buzz-generating startup to profitable business while being named one of AdAge’s Best Places to Work, 2014. He taught the Creative Account Management class at the University of Colorado at Boulder for several years, preparing graduating seniors with real-world strategic marketing skills.