VCS’ NEW ACCOUNT DIRECTOR’S GUIDE TO MANAGING CHALLENGING CLIENTS AND MOTIVATING CREATIVES

March 31, 2023 Guest User

In many ways, Account Managers are the unsung heroes of creative marketing agencies. They have to manage customer relationships, track the progress of projects, take care of their in-house team of creatives, and make sure clients are satisfied.

A good Account Manager has to have excellent communication skills and in-depth knowledge of their company’s products and services.

As problem solvers and deadline whisperers, Account Managers are both hostage negotiators and bomb disposal experts rolled in one.

And in TeamVCS, no one is better at managing accounts than our own newly-promoted Account Director, Eia Ricasio-Garcia.

WHO IS EIA?

Anyone who works with and gets to know Eia quickly learns that she’s a woman of compassion and dedication.

So when Eia was recently promoted as VCS’ new Account Director, the entire team saw that as a win. With Eia continuing to helm the Accounts Department, 2023 is off to a great start.

Born and raised in the Philippines, Eia moved to the US after high school to accompany her mother who was working for the United Nations.

There, she studied at the New York Institute of Technology, specializing in Radio and Television Production. After college, Eia had internships with global brands Viacom/MTV Networks, Anderson Hopkins Creative Agency, and the Engel Entertainment production company before moving back to the Philippines after 6 years.

Once home, Eia worked as a scriptwriter for various ABS-CBN shows for several years before realizing that she preferred working on the production side. She tried her hand as a Project Manager at the creative production house Go Motion Productions before freelancing for more than a year.

In 2017, Eia joined VCS as an Account Manager and worked her way through the ranks. Through mentorships, her own perseverance, and grit, Eia quickly learned the ropes and successfully handled different clients and projects while working alongside VCS’ Creative Team.

“There are a lot of instances na hindi tugma yung objective ng Creatives at ng clients,” Eia observes. “Clients have their own objectives, but as much as possible, we have to explain where we’re coming from as their creative agency. We need to act as consultants and assure clients that we have their best interests at heart. The best way to address this is for our team and our clients to align and talk it out.”

EIA’S GUIDE ON HOW TO BE AN EFFECTIVE ACCOUNT MANAGER

1. Have good communication skills. An account manager is the bridge between the clients and the creative team. You need to be able to clearly relay the client’s expectations and goals to the creative team. Likewise, you’ll need to have a good rapport with the creative team to be able to agree on timelines and task prioritization.

2. Be patient and listen. When a client seems stubborn, doesn’t want to cooperate, or doesn’t seem to be open to suggestions and explanations, you have to be patient and look deeper. By listening to what the client really wants to say, a good account manager can recognize that these clients simply feel really passionate about the project. “You need to be understanding. Help your clients,” encourages Eia. “Guide them. Be patient and explain how the creative team can help them realize their vision. They’ll appreciate this.”

3. Build a system for your workflow. As Account Manager, you need to see the big picture of all the projects running smoothly side-by-side. To do this, you need a system. You need to stay organized because everyone on the creative team is busy with their specific tasks. It’s up to you to make sure the work flows smoothly, project milestones are tracked, and deadlines are met.

4. Serve your clients but be fair to your creative team. An effective account manager needs to keep both sides happy. It’s up to you to manage your client's expectations and ensure that the creative team has enough time and space to really do their best work. An overworked and stressed-out creative team won’t be able to perform at its best, so you have to make sure that their needs are also taken care of.

5. Be a problem solver. “There are projects that are easy and smooth, but there are also projects that will go through a lot of challenges. There might be changes in direction, sudden changes in the project point person, deviations in project inclusions, and other concerns,” Eia points out. “As an accounts person, you need to deal with these situations calmly and with a problem-solving mindset. It’s already a stressful situation. Adding to the negativity won’t help. You need to come up with resolutions that would be good for the project, the clients, and the team.”

6. Care about the work, and enjoy. “I like meeting new people,” says Eia. “It’s interesting to meet clients, freelancers, and suppliers with different personalities.” Eia finds her satisfaction in being able to serve her clients well and when the team delivers exactly what the client needs. “It’s rewarding when clients appreciate what you do and what the team offers. Masaya when you start a project strong and finish strong, when clients commend us for a job well done.”

The Account Manager position in a creative marketing agency is no joke. It’s a default leadership role that is essential to the success of the entire team.

Even as the rest of the team moves on to complete other projects, Account Managers have to maintain good relationships with previous clients while staying on top of the needs of new clients.

If you’re a client that has worked with a marketing agency, what are some tips you have for account managers? And if you’re a marketing agency, what characteristics are you looking for in a good account manager? Share them with us in the comments!