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ProfessionalDevelopmentProgramJ.WalterThompsonToolboxLearningSeriesJWTToolboxLearningSeriesProfessionalDevelopmentSkillsHowtoBecomeanAccountPersonJWTToolboxLearningSeriesToTalkabout…WhatourbusinessisWhatthejobisallaboutWhattheroleofusisHowtobemosteffectiveandcreative.LookatothersAServiceBusinessWhatareservices?Servicesaredeeds,processes,andperformancestofulfillcustomers’needsandachievetheirsatisfactionbasedonperceivedexpectation.DifferencesingoodsversusservicesIntangibilityHeterogeneitySimultaneousproductionandconsumptionPerishabilityServiceQualityClients’expectationsandperceptionsarecentralinthedeliveryofexcellentservice.ExpectedServicePerceivedServiceGAPAServiceOrganizationCompany(Management)EmployeesCustomersInternalmarketing“enablingthepromise”Externalmarketing“settingthepromise”ExpandedMarketingMixExpandedmarketingmixforservices:ProductPlacePromotionPricePeoplePhysicalEvidenceProcess7P’sifmakeitsimpleAnAgencyPersonNotonlyprovidingservicesButalsomarketingservicesAccountPersonTheonlypersonintheAgencywearingmanydifferenthats-ALLATONCE!Thatiswhatmakesithardyetfun.AccountPersonBut…Alltoooftendifficulttomaintainaclearperspectiveonpriorities!WhattheJobisReallyAbout1.Understanding&InterpretingtheClient’swants&needs.2.Leadingtheagency/clientteamtoaBrandVision.3.Briefing&co-ordinatingspecialistdepartments.4.Unitingclients&agencyinanatmosphereoftrust,energy&enthusiasmTomakeitsimpler…WhattheJobisReallyAboutUnderstandclient’sexpectationsaboutbrandcommunication.Managetheexpectations.Beresponsibleforthefinaldeliveryofservices.FilltheGAP!WhataJWTJobisReallyAboutCreativitymakecommunicationvividandpowerful.Creativitybelongstoeverybody.Creativitycouldmakeusvaluabletogobeyondbasicservices.CreativityinspirepossibilitiesforbetterBrandVisionanditsfulfillments.FilltheGAPwithgreatcreativity!WhataJWTJobisReallyAboutResponsibleforMakingGreatIdeasHappen.ItNeedstoKnow…AdvertisingisonlythetipoftheicebergThompsonTotalBrandingmeansbecomingaTotalCommunicationsprofessionalRequiresageneralknowledgeofallspecialistdisciplines.TheMultinationalAccountPersonHowdoyoumaketheBrandVisionandBrandIdearelevanttoyourmarket?Canyoucapitaliseonworkfromothercountries?Doyoulookforlocalideasthatwilltravel?TheMultinationalAccountPersonUnderstandwhatamultinationalclientexpectsfromyouroffice.Wehavetoorientourselvestotheirfit,notthemtous.Useflexibilityand“constructiveaggressiveapproach”tobuildalocalpartnershipWhattheJobisReallyAboutSixKeyRolesBusinessman(woman)AdvertisingPersonMarketerPlannerManagerHumanBeingBusinessman(woman)BusinessBusinessAndbusinessAdvertisingPersonAlladvertisingpeoplemustunderstand&appreciategreatadvertisingAJWTAdvertisingPersonmustexpandhis/herfocusfromjusttraditionalmediatoallformsofcommunicationAdvertisingPersonContributetothecreativeprocessBeaGENUINEpartnerinthecreativeprocessAdvertisingPersonEnsuretheworkmeetsthecreativebrief.AdvertisingPersonSelltheAgency’sworkbeproudofitpreparationisessentialconvincetheclientitisthemostcompellingexpressionofacoherentreasonedtrainofthoughtMarketerUnderstandyourclient’sbusinessThePlanningCycleWhyarewethereWherecouldwebe?Howcanwegetthere?Arewegettingthere?Wherearewenow?MarketerImmerseyourselfinThompsonTotalBrandingMarketerMaketheTTBtoolssecondnatureBrandAssetSummaryTheConsumerBuyingSystemKeyDiscoveriesBrandPositioningBrandPersonalityBrandVisionPlannerTheChampionofbothconsumer&brandintheAgencyResponsiblefor:buildinglongtermbrandvaluequalityofallcommunicationbriefsManagerLeadyourteamInform/exchangeinformationcoordinate,clarifyassignresponsibilitiessetprioritiesachieveconsensusManagerMustknowenoughaboutthejobofeachteammembertocontributeintelligentlytothedebateManagerAdministeryouraccountefficientlykeeptrackofalljobsinhandkeepupdatabooksexercisefinancialcontrolManagerManage&developpeopletakeresponsibilityanticipateproblemsbepartoftheagencyuseitsresourcesHumanBeingBuildpersonalrelationshipsListenPracticeteamworkActwithIntegrityHaveapointofviewNeverbesatisfiedEnjoyyourselfInspireothersWhereElsecanyouWearsomanyHatsatonce?AmessengerAvillainStrongpartisanDetectiveApestAmessagecreatorAdiplomatObjectiveArbitratorTrafficlogAlovedoneAnAccountPersonThepersoneveryonelovestohateandcan’tdowithoutBecauseyou’realwaysrightinthemiddleofit!Finally…AchievementsMorebusinessCredibilityInspiration…LookatOthersinTownAjoke…