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Creative Agency Account Manager Podcast - The fundamentals of successful client management, with Carey Evans & Simon Rhind-Tutt

The fundamentals of successful client management, with Carey Evans & Simon Rhind-Tutt

Creative Agency Account Manager Podcast
Transcript:

Jenny: Welcome to the Creative Agency Account Manager Podcast with me, Jenny Plant, from Account Management Skills Training. I'm on a mission to help those in agency client service keep and grow the existing relationships, so their agency business can thrive.

Welcome to Episode six and this episode I'm thrilled to have two guests, Carey Evans and Simon Rhind-Tutt from Relationship Audits. Now, I first met these guys in 2008 when I invited them into Publicis to audit one of the relationships that we had. It was probably one of the biggest at the time and what they unravelled for us and what they revealed on the golden nuggets they shared on having audited the relationship really helped us keep hold of that client relationship for another two years. And each year that client was worth on average about £700,000. So they added for us £1.4 million. So the value that they gave to my agency was astounding. Now, when I left Publicis in 2010 I actually went to work with them for a little while as a freelancer. So I was so convinced by what they did with our relationship that I started working for them for a little while and they really are phenomenal. They have a huge amount of benchmark data across several industries, and they have a question set which is really established. So they have some predictability around how much information that they can glean about your clients, that your clients might not be sharing with you. And in fact, that's what I found was the beauty of choosing an external third party to come and audit a relationship, because I actually felt a little bit strange about allowing a third party to come and talk to my clients. I felt a little bit exposed, but actually it was so worth it. The exercise really, really helped us. So the reason I've invited them this morning because I know that they have a huge amount of experience and are going to share so many golden nuggets with you. They're going to share things like tips for being seen as a client's trusted advisor, how you could build rapport with your client, the surprising average amount of time a client spends on liaising with all of their agencies - I think you're going to find this quite surprising - and how to ensure for you that you make the time they spend with you count. What 63% of clients say agencies never do but really, really should, what puts clients off agencies, they're gonna share some examples and why you need to make your client not only feel valued but special. That is just the tip of the iceberg. They share so many golden nuggets. So many tips for you. Grab a pen, take some notes and I hope you come away with some value. Enjoy.
So thank you so much again Carey and Simon for joining me today. Do you mind spending a couple of minutes just talking about yourselves, your experience and also what Relationship Audits does?
Simon: My name's Simon Rhind-Tutt. I founded the company along with Carey probably about 20 years ago. My background is in account management work with three very large international advertising agencies, then I went into the world of design and branding and was new business director at what was then the largest independent design agency in the world, and then started my own agency, which I sold after three or four years before Carey and I set up Relationship Audits.
Carey: Well, as you see, I'm Carey Evans and, like Simon, I’ve got a background in marketing services. My background is entirely in account management in large international ad agencies across lots of different kinds of business there and spent quite a lot of time in my last agency and the one before that, involved in building business from existing clients. So, Simon and I both share a passion for great account management and really preach to anybody who'll listen about what good account managers can do for themselves, for their clients and for their agency. So hopefully we'll be able to drop a few nuggets of what experience has shown us works and maybe what doesn’t work.
Jenny: I'm absolutely convinced that you will. I mean, you are my go-to people for you know what's new into the agency world what clients are saying right now. And so I know that this is going to be a really valuable discussion. Obviously, we met when I asked you to come in and audit one of our biggest client accounts. And a bit like Victor Khyam, I was so impressed with what you did I ended up where I left Publicis coming to work for you for a little while because I was just so blown away by the value that you brought and the difference that you made. So do you mind just before we get into a little bit more about account management and agencies in general just telling us a little bit about the different ways that you work specifically with creative agencies?
Simon: Carey, you want to lea...

10/06/20 • 48 min

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