Account Management Group’s Melbourne event highlights critical value of account management; Sydney AMG launch scheduled for Feb 2013

Wednesday night saw the official launch of the Account Management Group (AMG) in Melbourne. Enjoying strong support from the industry, the group’s relevance and timeliness was underscored by the 125 attendees present.

Supported by the Communications Council and hosted by Badjar Ogilvy Melbourne’s general manager and AMG chairman Michael McEwan, the evening themed ‘The Dark Art of Account Management’ highlighted the importance of account management in the industry. It saw a panel of speakers from different corners of the business come together to demystify the art of account management, sharing what they see as a ‘great suit’.

The panellists Tara Lordsmith – general manager, Simplot Australia, David Trewern – chief digital officer, STW Group, Peter Biggs – CEO Clemenger BBDO and David Ponce de Leon, ECD, BD Network, each brought a unique perspective on the value of  account management and its contribution to the industry.

Lordsmith presented the client perspective with five golden rules, stressing the need for account managers to demand a good brief and make big decisions.

Trewern highlighted the importance of soft skills such as intuition, passion, curiosity and fearlessness for account managers.

Ponce de Leon championed the importance of cooperation between creative and account management, ensuring they complete each other, rather than compete and the enduring need for account managers to be ‘believers’.

Biggs lashed out at Y&R UK’s Sandy Thompson’s recent comments, and made a passionate case for account management as a ‘make it or break it’ function for the client agency relationship, while emphasising the importance of a service mentality for account managers.

Following the Victorian success, a Sydney chapter of AMG is now underway, scheduled to launch in February 2013. Naren Sanghrajka from Droga5 and Lucy Plunkett from AnalogFolk will be driving the group, with plans for a similar launch event in Sydney.

To become a member of AMG, please contact Audrey Maxwell via email here.

Membership to the end of 2013 costs $120 (inc.GST).

AMG was formed in September and aims to raise the standards of commercial creativity in Australia through the promotion and recognition of the value of account management, focusing on education, inspiration and creativity. AMG will celebrate the art of successful account management, acknowledging and celebrating it across the advertising industry.

(Pictured: 1. Michael McEwan; 2. Tara Lordsmith; 3. David Trewerin; 4. Peter Biggs; 5. David Ponce de Leon; 6. audience)