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Digg it UP - 4 Great Tips To Spotting & Hiring An AE (Account Executive)
One of the clients I work with has only had a website for a couple of years now. When we first set his website up, he was just about to place ads in all the local phone books. Knowing this, the first thing we did was get him a domain, so he could go ahead and put it in the ads. Of course, the site was done in plenty of time for the actual release of the phone books.Over time, this particular client has shifted more and more of his advertising towards his website. He used to put coupons in the phone book ad, and it defini
The brains, the passion, the drive and the knowledge form the basics. But there is another element which is important: People Skill. What is an Artist's Statement & How Often Should It Be Updated?
An artist’s statement is a statement of ideas and thoughts that describe your philosophy, vision, and passion towards your artistic creations.Ponder over the following questions prior to writing your artist’s statement:Is your work whimsical, thought provoking, or edgy?Does it portray a series of stories?Whom or what has influenced you the most?How is your work meaningful to you?How do you begin to write your artists statement? You could begin by w
First, let us get something out of the way. Do you need to have a Degree to be a good AE? The simple, most obvious answer is “No!”. But you see, a degree simply shows that the person has an ability to learn AND to apply what has been learnt. No degree, no diploma; but if the person is able to absorb knowledge and experience like a sponge, there is a great AE in the making.
Passion. If you have a burning passion for the advertising industry, that is a major plus. The AE is going to need every ounce of that passion to get through the down days. When nothing seems to go right, when every client seems to be an ogre in disguise, when the simplest words become potential libel suits; that is when you dig deep. If there was no passion, this is the time the AE will look at you and say, “Boss, thank you, but no thank you.”, and proceeds to open his own “char kway teow” stall (a local culinary delight from Singapore).
Hunger. That is the drive needed to go for each and every project. Couple this with the passion and you have one incredible, committed AE.
Is passion and hunger enough? I am passionately hungry for a piece of home-made pecan pie. You know, the crusty crust, the gooey pecan; just like mother used to make? Well, I have the passion for sure; and the hunger, you wouldn’t believe it. But no pecan pie for me. I have no idea how to make one!
Knowledge. A good AE must have at least a rudimentary knowledge of marketing and marketing communications. This can be learnt - must be learnt. The role of the Account Executive is the liaison between the marketing/advertising agencies creative brains and the client’s needs. Without a basic understanding of marketing and marketing communications, there is no way that he/she is going to be able to understand the marketing brief. Worse, this is the person who is supposed to interpret it and then work with the creative team to execute it. Will you let a 10-year old bake your wedding cake? Why not let him coordinate your entire wedding?
The brains, the passion, the drive and the knowledge form the basics. But there is another element which is important: People Skill. The Power of Positive Thinking and Your Business
You may not realize this but your thoughts and thought processes have an impact on how you run your business and its inherent success. The way you think has an effect on your business and thinking positively or negatively may make or break you. How does a person's thought processes affect a business? What is the correlation between the way your mind works and how successful your business is and will be?The way a person's mind works is so intricate that digging deep into it to figure it out may be a pretty tough call, howeed to have a Degree to be a good AE? The simple, most obvious answer is “No!”. But you see, a degree simply shows that the person has an ability to learn AND to apply what has been learnt. No degree, no diploma; but if the person is able to absorb knowledge and experience like a sponge, there is a great AE in the making.
Passion. If you have a burning passion for the advertising industry, that is a major plus. The AE is going to need every ounce of that passion to get through the down days. When nothing seems to go right, when every client seems to be an ogre in disguise, when the simplest words become potential libel suits; that is when you dig deep. If there was no passion, this is the time the AE will look at you and say, “Boss, thank you, but no thank you.”, and proceeds to open his own “char kway teow” stall (a local culinary delight from Singapore).
Hunger. That is the drive needed to go for each and every project. Couple this with the passion and you have one incredible, committed AE.
Is passion and hunger enough? I am passionately hungry for a piece of home-made pecan pie. You know, the crusty crust, the gooey pecan; just like mother used to make? Well, I have the passion for sure; and the hunger, you wouldn’t believe it. But no pecan pie for me. I have no idea how to make one!
Knowledge. A good AE must have at least a rudimentary knowledge of marketing and marketing communications. This can be learnt - must be learnt. The role of the Account Executive is the liaison between the marketing/advertising agencies creative brains and the client’s needs. Without a basic understanding of marketing and marketing communications, there is no way that he/she is going to be able to understand the marketing brief. Worse, this is the person who is supposed to interpret it and then work with the creative team to execute it. Will you let a 10-year old bake your wedding cake? Why not let him coordinate your entire wedding?
The brains, the passion, the drive and the knowledge form the basics. But there is another element which is important: People Skill. Bring Your Visitors Back Clamoring for More! Maintain and Improve Your Web Site Weekly - Part 2
80% of your Web site is Maintenance!Once your Web site is up, you must maintain it. That means changes, and each time you make a change, you may make a mistake. I'm really grateful when people point out my
Web glitches. You too can be more proactive by checking your Web site each week.If your visitors get a link that doesn't work, see incomplete instructions, or read your dull instead of passionate copy, they will leave your site immediately, and not bookmark it.Before you invite potential buyers to see yoright, when every client seems to be an ogre in disguise, when the simplest words become potential libel suits; that is when you dig deep. If there was no passion, this is the time the AE will look at you and say, “Boss, thank you, but no thank you.”, and proceeds to open his own “char kway teow” stall (a local culinary delight from Singapore).
Hunger. That is the drive needed to go for each and every project. Couple this with the passion and you have one incredible, committed AE.
Is passion and hunger enough? I am passionately hungry for a piece of home-made pecan pie. You know, the crusty crust, the gooey pecan; just like mother used to make? Well, I have the passion for sure; and the hunger, you wouldn’t believe it. But no pecan pie for me. I have no idea how to make one!
Knowledge. A good AE must have at least a rudimentary knowledge of marketing and marketing communications. This can be learnt - must be learnt. The role of the Account Executive is the liaison between the marketing/advertising agencies creative brains and the client’s needs. Without a basic understanding of marketing and marketing communications, there is no way that he/she is going to be able to understand the marketing brief. Worse, this is the person who is supposed to interpret it and then work with the creative team to execute it. Will you let a 10-year old bake your wedding cake? Why not let him coordinate your entire wedding?
The brains, the passion, the drive and the knowledge form the basics. But there is another element which is important: People Skill. Minding Your Own Brand: If The Cake Is Bad - What Good Is The Frosting?
At the end of a meal, I received a fortune cookie with a message that read “If the cake is bad, what good is the frosting?” After reading this fortune, I realized that I had discovered a phrase that summed up my entire brand development philosophy.All too often, companies approach brand development by just worrying about the frosting. They spend all their efforts focused only on what people see on the outside (corporate identities, marketing messages, product and service positioning, etc.) Companies have trouble realizin I am passionately hungry for a piece of home-made pecan pie. You know, the crusty crust, the gooey pecan; just like mother used to make? Well, I have the passion for sure; and the hunger, you wouldn’t believe it. But no pecan pie for me. I have no idea how to make one!
Knowledge. A good AE must have at least a rudimentary knowledge of marketing and marketing communications. This can be learnt - must be learnt. The role of the Account Executive is the liaison between the marketing/advertising agencies creative brains and the client’s needs. Without a basic understanding of marketing and marketing communications, there is no way that he/she is going to be able to understand the marketing brief. Worse, this is the person who is supposed to interpret it and then work with the creative team to execute it. Will you let a 10-year old bake your wedding cake? Why not let him coordinate your entire wedding?
The brains, the passion, the drive and the knowledge form the basics. But there is another element which is important: People Skill. Giving A Business Gift To Employees And Customers
You might be new in this company and what is being practiced in your previous company might not be applicable to the present company. It has been a practice to present corporate gifts to almost everyone that has to do with the company; here are some that you should consider on giving a gift, partners, employees, customers and associates.When thinking about the corporate gifts make sure that it is in the corporate budget and use it as a business expense to show appreciation for the hard work of the employees and key custo and the client’s needs. Without a basic understanding of marketing and marketing communications, there is no way that he/she is going to be able to understand the marketing brief. Worse, this is the person who is supposed to interpret it and then work with the creative team to execute it. Will you let a 10-year old bake your wedding cake? Why not let him coordinate your entire wedding?
The brains, the passion, the drive and the knowledge form the basics. But there is another element which is important: People Skill. The AE sits in-between the agency and the client. Sounds harmless. Imagine managing demanding clients with egoistic “creative” minds and at the same time, trying to meet deadlines, budgets and a hundred other deliverables. The AE has to be the consumate statesman, able to deal with various personalities and be comfortable in both friendly and hostile situations.
Many people do not realise that an AE is also a project manager. Sure, the larger agencies have a “traffic” department, they have coordinators and so on. But in the end, the entire campaign, the client’s success and failure, depends on the AE being able to ensure that all elements fall into place. Beware the AE who thinks his job is finished when a clients signs the agreement, or the advertising agency recieves the purchase order. Nothing ever goes as planned, and it is the AE who needs to be on top of it all to ensure that value is delivered to the client, and the bottom line of the agency is protected.
Finally, the one sure way to spot a good AE is his great personality. He needs to be able to face the ups and downs, maintaining his positive outlook at all times. He is the bastion of calm when the agency panics. He steps up to the plate and deals with difficult clients. He goes to bat for the client and deal with internal red-tape to get a project completed.
Hopefully, this is helpful. Like I said earlier, there is no sure-fire way to determine the best hire, but these are just little things that we have noticed over the years to hire a AE.
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