CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

Why must account handlers start out as graduates? I mean, what do we want account management for? Well, bugger me, it’s to manage accounts.

Why must account handlers start out as graduates? I mean, what do

we want account management for? Well, bugger me, it’s to manage

accounts.



So when the chips are down, the pressure’s on and we don’t have time for

the politically correct claptrap where everybody is allowed to play in

the creative sandtray, creatives should create, planners should plan and

account handlers should handle accounts.



Yes, they have to be able to think, plan, judge, take the wider view and

be opportunistic; but, primarily, what the rest of the agency needs is

people who can co-ordinate, prioritise, organise, and eventually lead

and inspire.



Without those talents, there ain’t no ads, there ain’t no awards and

there ain’t no business. They are rare and essential skills and no-one

else in the agency has them.



Your clients aren’t going to be the least bit interested in the

qualifications of their newest account manager if he or she keeps

cocking things up.



And since nowhere is it written that Oxbridge double firsts give you

automatic organisational and management potential, why are we so

obsessed with them?



Contrast the value of art students as management in industry and

commerce.



Because they’ve had to organise and produce something tangible for their

degree course, as opposed to simply writing essays, they have far more

project management experience than most other graduates. And not all of

them can get, or even want, any of the few jobs going in the art

world.



This isn’t to say we should hire art graduates for account handling, but

we must look beyond our traditional trawl. Drop the word ’graduate’ and

start looking at people from other jobs. Or other training

establishments. People who’ve actually gone out and done something.



Why not? Where’s the proof that the current system is more likely to

throw up the best candidates?



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).