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Episode 15: The Dark Arts of Creative Agency Account Management

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Content provided by Alex Raymond. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Alex Raymond or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ro.player.fm/legal.

“We’re diplomats, we’re orchestrators, we’re figuring out how to thread the needle of client needs and agency ambitions,” explains James Hidden as he reflects on the complexities of account management in creative agencies. This role isn’t about following a script but about balancing strategy and creativity, structure and adaptability.

In this episode, James, who’s a seasoned account management leader and former managing director at Ogilvy, joins Alex Raymond to share how the best account managers navigate client relationships and agency dynamics. Why is listening more important than speaking? How does tenacity outweigh experience in this fast-paced world? James provides answers to these questions while challenging the way we think about roles in account management and project management.

From the shift to project-based engagements to the value of building a brand, James offers insights for anyone who’s looking to succeed in a marketing or creative agency. This episode is a call to embrace curiosity, prioritize relationships, and see every challenge as an opportunity to grow in this ever-changing, creative industry.

Quotes

  • “We often say that at the agency, you’re the voice of the client to the agency and the voice of the agency to the client. So we’re diplomats, we’re orchestrators, we’re figuring out how to thread the needle of client needs and agency ambitions.” (03:30 | James Hidden)
  • “Great account leadership is more than just execution and delivery; it’s about navigating the gray areas, triangulating the ultimately subjective challenges of great creativity, brand building, client needs, and brand requirements.” (05:13 | James Hidden)
  • “The very best account leaders have this superpower of triangulation, of understanding what’s not being said as well as what is being said, understanding the brief behind the brief, picking up on that seemingly throwaway comments someone made in a meeting that might actually be a massive unlock to how we get past the challenge or sell the creative idea or whatever it might be.” (13:42 | James Hidden)
  • “If you want 20% growth from a customer, you can sit on a Zoom call and do it that way. If you want 10x growth, you’ve got to go walk the hallways and spend time with them. That’s when you see all the other opportunities you wouldn’t otherwise have visibility into.” (18:12 | Alex Raymond)

Links

Connect with James Hidden:

Website: https://www.jameshidden.com/

LinkedIn: https://www.linkedin.com/in/jameshidden/

Connect with Alex Raymond:

LinkedIn: https://www.linkedin.com/in/afraymond/

Website: https://amplifyam.com/

Podcast production and show notes provided by HiveCast.fm

  continue reading

17 episoade

Artwork
iconDistribuie
 
Manage episode 455260938 series 3598427
Content provided by Alex Raymond. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Alex Raymond or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ro.player.fm/legal.

“We’re diplomats, we’re orchestrators, we’re figuring out how to thread the needle of client needs and agency ambitions,” explains James Hidden as he reflects on the complexities of account management in creative agencies. This role isn’t about following a script but about balancing strategy and creativity, structure and adaptability.

In this episode, James, who’s a seasoned account management leader and former managing director at Ogilvy, joins Alex Raymond to share how the best account managers navigate client relationships and agency dynamics. Why is listening more important than speaking? How does tenacity outweigh experience in this fast-paced world? James provides answers to these questions while challenging the way we think about roles in account management and project management.

From the shift to project-based engagements to the value of building a brand, James offers insights for anyone who’s looking to succeed in a marketing or creative agency. This episode is a call to embrace curiosity, prioritize relationships, and see every challenge as an opportunity to grow in this ever-changing, creative industry.

Quotes

  • “We often say that at the agency, you’re the voice of the client to the agency and the voice of the agency to the client. So we’re diplomats, we’re orchestrators, we’re figuring out how to thread the needle of client needs and agency ambitions.” (03:30 | James Hidden)
  • “Great account leadership is more than just execution and delivery; it’s about navigating the gray areas, triangulating the ultimately subjective challenges of great creativity, brand building, client needs, and brand requirements.” (05:13 | James Hidden)
  • “The very best account leaders have this superpower of triangulation, of understanding what’s not being said as well as what is being said, understanding the brief behind the brief, picking up on that seemingly throwaway comments someone made in a meeting that might actually be a massive unlock to how we get past the challenge or sell the creative idea or whatever it might be.” (13:42 | James Hidden)
  • “If you want 20% growth from a customer, you can sit on a Zoom call and do it that way. If you want 10x growth, you’ve got to go walk the hallways and spend time with them. That’s when you see all the other opportunities you wouldn’t otherwise have visibility into.” (18:12 | Alex Raymond)

Links

Connect with James Hidden:

Website: https://www.jameshidden.com/

LinkedIn: https://www.linkedin.com/in/jameshidden/

Connect with Alex Raymond:

LinkedIn: https://www.linkedin.com/in/afraymond/

Website: https://amplifyam.com/

Podcast production and show notes provided by HiveCast.fm

  continue reading

17 episoade

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