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Gino BorromeoVP/Head of Planning
McCann Worldgroup Philippines@manilapaper
THE WORLD DOESN’T NEED ANOTHER ACCOUNT MANAGER
“Advertising?!?
They’re weird. They’re drug addicts.
And they’re poor!”Advertising according to my mother
WHY ARE YOU IN ADVERTISING?
A LOVE FOR IDEAS
“CREATIVITY ISN’T AN OCCUPATION. IT’S A PREOCCUPATION”
Sir John Hegarty
CREATIVITY IS CLASSICALLY DEFINED AS APROBLEM SOLVING ACTIVITY
CREATIVE IS NOT A DEPARTMENT IN THE AGENCY
WE ALL HAVE A ROLE TO PLAY IN CREATING IDEAS THAT
SOLVE BUSINESS PROBLEMS
WHAT COMES TO MIND WHEN YOU HEAR
“ACCOUNT MANAGER”?
THE PITHY TITLE ‘ACCOUNT MANAGER’
DOES NOT ADEQUATELY CAPTURE THE IMPORTANT ROLE
THAT YOU PLAY
THE ADVERTISING INDUSTRY ISN’T WHAT IT USED TO BE
THERE ARE MORE WAYS THAN EVERTO EXPERIENCE A BRAND
THE SOLUTION TO MANY MARKETING PROBLEMS IS
NOT NECESSARILY JUST AN AD
KIT KAT MAIL CASE VIDEOhttp://youtu.be/XZlGZicH49o
EVERYTHING COMMUNICATES SOMETHING ABOUT A BRAND
ROM AMERICAN TAKEOVER CASE VIDEOhttp://youtu.be/41DflcblJz8
WE NEED TO THINK MORE BROADLY ABOUT WHAT IS
“MARKETING COMMUNICATIONS”
A DIFFERENT ERA DEMANDS A DIFFERENT TITLE
ACCOUNT MANAGERACCOUNT SERVICECLIENT SERVICING
“The model that best captures the qualities of a star account person is that of an entrepreneur.
Successful entrepreneurs bet on an idea.
They assemble a team that can bring the idea to fruition.
They often help people see the value of a new product that has not yet been created.
They raise funds, create the economic model, and establish partnerships.
They shape a culture where innovation and collaboration thrive.”
Phil Johnson
BUSINESS LEADER
THE NEW JOB DESCRIPTION
1. OPPORTUNITY SEEKER
BANK OF THE PHILIPPINE ISLANDS“CHRISTOPHER LAO - NATURE DOES NOT INFORM”
CASE VIDEO
WHAT PROBLEM OR OPPORTUNITY IS WORTH
SOLVING WITH CREATIVITY?
2. IDEA ADVOCATE
IDEAS RARELY COME OUTFULLY FORMED
NURTURING AN IDEA WHILE IT IS STILL FRAGILE
SPOTTING THE POTENTIALOF AN IDEA
BAND AID + HERCHCOVITCH CASE VIDEOhttp://youtu.be/biTFCew4pho
THE IDEA CAME FROM THE BUSINESS LEADER
AND THE PLANNER
3. EXECUTIVE PRODUCEROF IDEAS
PIZZA HUT SINGAPORE“THE MYSTERY PASTA RESTAURANT”
CASE VIDEO
THE CLIENT BRIEF:Tell people that our
new pasta line is good
THE REAL PROBLEM:Skepticism
(which is coming from the brand name)
WE WERE ESSENTIALLY ASKING THE CLIENT TO...
1. REMOVE THE BRAND NAME
2. LAUNCH WITH A STUNT, NOT THE AD THEY ASKED FOR
3. DO THIS WITH A TINY BUDGET THAT WAS DESIGNED FOR A SERIES OF PRINT ADS
THE ‘ACCOUNT DIRECTOR’ WAS THE DIFFERENCE MAKER
HELPED CONVINCE THE CLIENT CEO ABOUT THE IDEA
FOUND PARTNERS WHO COULD PRODUCE THE STUNT
4. CASTER FOR DIFFERENT FORMS OF CREATIVITY
CREATIVITY ABOVE AND BEYOND THE 30 SECOND SPOT
COCA-COLA“LIVING BILLBOARD”
CASE VIDEOhttp://www.youtube.com/watch?v=2NpgwgDMZdg
BOTANISTSSTRUCTURAL ENGINEERS
ENVIRONMENTALISTS
WHO SHOULD I WORK WITH?
5. MASTER CONDUCTOR
CREATIVE AGENCYMEDIA AGENCYDIGITAL AGENCY
SHOPPER AGENCYEVENT AGENCY
AND OTHER SPECIALIST PARTNERS
SILK AIR“SILK AIR EXPLORERS”
CASE VIDEOhttp://youtu.be/WD7SFlj--zk
6 DIFFERENT AGENCIESBUT ONLY
1 ACCOUNT LEADER
THE PITHY TITLE ‘ACCOUNT MANAGER’
DOES NOT ADEQUATELY CAPTURE THE IMPORTANT ROLE
THAT YOU PLAY
ACCOUNT MANAGERACCOUNT SERVICECLIENT SERVICING
THE WORLD DOESN’T NEED ANOTHER ACCOUNT MANAGER;
IT NEEDS MORE BUSINESS LEADERS