Can we learn anything about account management from AMC’s Mad Men? Lets start by questioning what it is that we really love about the show. Sure, those whiskey-infused morning advertising meetings and the banter between Don Draper and his partners are amusing, but I think the reason we are eager to view the next episode is because we are intrigued by the various business relationships and the behavior of management that makes or breaks deals in the advertising world. In my opinion, successful account management is not only based on the technicalities of our business, but equally important, is the genuine interest and personal interactions we have in our clients.
The focus of business in Mad Men is profit-driven and centers on the ‘what, when, where and why,’ with regards to client needs - not the ‘who.’ In order to successfully manage client accounts, its important to understand ”who” you are working with on a personal level. I want to understand the immediate needs and the vision of the people we, at Moiré, partner with. It takes talent and skill to grow a successful business, but that alone won’t guarantee successful client relationships. It’s how you make them feel during the process that counts. The Don Drapers of business are so focused on profit and power that they ignore that very important aspect of account management. At Moiré, we have an approach that is client-focused and fundamental to the long-lasting relationships we have developed.
Why its important to know and understand who your client is:
- Helps to keep everyone involved on the same page and moving in a cohesive direction
- Helps to produce targeted design with measurable results
- Builds trust; you are there to help them grow their brand
In my experience, its important to listen, to stay in constant communication and to emphasize that a successful client relationship is a true partnership. Well, that and maybe that glass of 10:00 am whiskey.
What do you consider important when it comes to client relationships?