A few weeks back I was lucky enough to listen to a true pro, Andrew Robertson, talk about his time in the advertising industry. As well as some first-class tips on account handling and career planning, his advice to anyone working agency-side is worth sharing. This guy knows his stuff.
- On gaining clients respect…You can only expect your client to respect you and your agency if you ensure you know more than them. It’s a bit blunt – but 100% true. This point really proves why we need to have our fingers firmly on the pulse of emerging technologies.
- On client relationships…Love your client – they are real people after all, and they will respond to you better if they feel you are genuinely passionate about their business. Is this obvious? Too many times I have heard ‘I’m doing a boring project for a public sector client’. Being excited about your work will only shine through if there is a real spark for wanting to produce something great.
- On Innovation…The most difficult thing is to find ‘something’ that is genuinely useful to people. On demand TV, Facebook, the iphone – all things that are genuinely useful and improve our daily lives in some way – keeping this top of mind when producing digital output is paramount. Always ask the question ‘Why am I doing this and what value will it add?’.
- On developing a successful career path…Always try and take the opportunity to change your perspective. Whether that be working in a different country, a different agency or even working client side for a while.
- On Consumer behaviour…Despite the changing environment and introduction of everything ‘digital’, consumers still operate in the same way. Understand this in relation to your clients industry or sector and you will be able to apply these principles to every aspect of your strategic thinking.
- More on Innovation…Identify new trends and react to them fast. More applicable than ever to the digital industry; if you’re not first, your competition will be.
Tips From the Top
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Tags: Account Handler, Andrew Robertson, BBDO, digital, digital agencies, innovation
December 22, 2009 at 8:05 pm |
[...] This post was mentioned on Twitter by Andrew Moore, ANDY ANDERSON. ANDY ANDERSON said: Tips From The Top « The Digital Agency Blog http://bit.ly/7Q2761 [...]
January 18, 2010 at 10:49 pm |
I can see that you are an expert at your field! I am launching a website soon, and your information will be very useful for me.. Thanks for all your help and wishing you all the success in your business.
May 26, 2010 at 10:17 am |
[...] From The Top (No. 2) By neilpotter To follow on from my last post from Andrew Robertson of BBDO, I was lucky enough to listen to another true Account Man talk about his experiences in agency life [...]