The world doesn't need another account manager 4 as talk july 2012

Gino BorromeoVP/Head of Planning

McCann Worldgroup Philippines@manilapaper

THE WORLD DOESN’T NEED ANOTHER ACCOUNT MANAGER

“Advertising?!?

They’re weird. They’re drug addicts.

And they’re poor!”Advertising according to my mother

WHY ARE YOU IN ADVERTISING?

A LOVE FOR IDEAS

“CREATIVITY ISN’T AN OCCUPATION. IT’S A PREOCCUPATION”

Sir John Hegarty

CREATIVITY IS CLASSICALLY DEFINED AS APROBLEM SOLVING ACTIVITY

CREATIVE IS NOT A DEPARTMENT IN THE AGENCY

WE ALL HAVE A ROLE TO PLAY IN CREATING IDEAS THAT

SOLVE BUSINESS PROBLEMS

WHAT COMES TO MIND WHEN YOU HEAR

“ACCOUNT MANAGER”?

THE PITHY TITLE ‘ACCOUNT MANAGER’

DOES NOT ADEQUATELY CAPTURE THE IMPORTANT ROLE

THAT YOU PLAY

THE ADVERTISING INDUSTRY ISN’T WHAT IT USED TO BE

THERE ARE MORE WAYS THAN EVERTO EXPERIENCE A BRAND

THE SOLUTION TO MANY MARKETING PROBLEMS IS

NOT NECESSARILY JUST AN AD

KIT KAT MAIL CASE VIDEOhttp://youtu.be/XZlGZicH49o

EVERYTHING COMMUNICATES SOMETHING ABOUT A BRAND

ROM AMERICAN TAKEOVER CASE VIDEOhttp://youtu.be/41DflcblJz8

WE NEED TO THINK MORE BROADLY ABOUT WHAT IS

“MARKETING COMMUNICATIONS”

A DIFFERENT ERA DEMANDS A DIFFERENT TITLE

ACCOUNT MANAGERACCOUNT SERVICECLIENT SERVICING

“The model that best captures the qualities of a star account person is that of an entrepreneur.

Successful entrepreneurs bet on an idea.

They assemble a team that can bring the idea to fruition.

They often help people see the value of a new product that has not yet been created.

They raise funds, create the economic model, and establish partnerships.

They shape a culture where innovation and collaboration thrive.”

Phil Johnson

BUSINESS LEADER

THE NEW JOB DESCRIPTION

1. OPPORTUNITY SEEKER

BANK OF THE PHILIPPINE ISLANDS“CHRISTOPHER LAO - NATURE DOES NOT INFORM”

CASE VIDEO

WHAT PROBLEM OR OPPORTUNITY IS WORTH

SOLVING WITH CREATIVITY?

2. IDEA ADVOCATE

IDEAS RARELY COME OUTFULLY FORMED

NURTURING AN IDEA WHILE IT IS STILL FRAGILE

SPOTTING THE POTENTIALOF AN IDEA

BAND AID + HERCHCOVITCH CASE VIDEOhttp://youtu.be/biTFCew4pho

THE IDEA CAME FROM THE BUSINESS LEADER

AND THE PLANNER

3. EXECUTIVE PRODUCEROF IDEAS

PIZZA HUT SINGAPORE“THE MYSTERY PASTA RESTAURANT”

CASE VIDEO

THE CLIENT BRIEF:Tell people that our

new pasta line is good

THE REAL PROBLEM:Skepticism

(which is coming from the brand name)

WE WERE ESSENTIALLY ASKING THE CLIENT TO...

1. REMOVE THE BRAND NAME

2. LAUNCH WITH A STUNT, NOT THE AD THEY ASKED FOR

3. DO THIS WITH A TINY BUDGET THAT WAS DESIGNED FOR A SERIES OF PRINT ADS

THE ‘ACCOUNT DIRECTOR’ WAS THE DIFFERENCE MAKER

HELPED CONVINCE THE CLIENT CEO ABOUT THE IDEA

FOUND PARTNERS WHO COULD PRODUCE THE STUNT

4. CASTER FOR DIFFERENT FORMS OF CREATIVITY

CREATIVITY ABOVE AND BEYOND THE 30 SECOND SPOT

COCA-COLA“LIVING BILLBOARD”

CASE VIDEOhttp://www.youtube.com/watch?v=2NpgwgDMZdg

BOTANISTSSTRUCTURAL ENGINEERS

ENVIRONMENTALISTS

WHO SHOULD I WORK WITH?

5. MASTER CONDUCTOR

CREATIVE AGENCYMEDIA AGENCYDIGITAL AGENCY

SHOPPER AGENCYEVENT AGENCY

AND OTHER SPECIALIST PARTNERS

SILK AIR“SILK AIR EXPLORERS”

CASE VIDEOhttp://youtu.be/WD7SFlj--zk

6 DIFFERENT AGENCIESBUT ONLY

1 ACCOUNT LEADER

THE PITHY TITLE ‘ACCOUNT MANAGER’

DOES NOT ADEQUATELY CAPTURE THE IMPORTANT ROLE

THAT YOU PLAY

ACCOUNT MANAGERACCOUNT SERVICECLIENT SERVICING

THE WORLD DOESN’T NEED ANOTHER ACCOUNT MANAGER;

IT NEEDS MORE BUSINESS LEADERS