What’s In a Great Account Director
Great account directors operate at the very heart of the agency and the very heart of the client. At the same time. They find ways to harmonize both agendas without compromising either. And they gain the trust of others to let them do this. It’s a fundamental skill. And their colleagues should demand it.
Great account directors make things happen, creatively and strategically. They are not there to carry bags or back slap. (Most of us have two arms and hands, and using them is not such a special skill.) They know about craft, about directors, about music, about photographers, about designers, about who is hot and who is not. They know about research and strategy, and they know about client business issues that need fixing and know exactly how the agency is going to do it.
Great account directors are interesting to be around. People are always pleased to see them. They are extremely well briefed about the industry and life. They have clear, interesting views. They are never dull.
Great account directors can play in a team but will always step up and take the shot if needed. And if the team gets stuck , they get it unstuck through their own ideas and creativity. They inspire others to think on. They take responsibility and keeps things moving forward. Always.
Great account directors use relationships for the greater good of the creative work, not the bank balance.
They lead, never manage.
They refuse to believe things can’t be done. “Life is more malleable than you think. It’s amazing what you can get away with.” (Bono.)
Great account directors never account manage people internally – they just talk straight. In fact, they rarely account manage anyone. (Most people find it insulting.)
“100% confident, 0% arrogant.” (Jean-Marie Dru.)
Great account directors hire truly bright people because “they are progressively more valuable.” (Michael Heseltine.)
They are generous with their time to those beneath them.
They can be invisible one moment and ten feet tall the next.
They do what is right for the brand. Nobody ever got shot for that, and if they did, it’s not a place where you want to work.
Great account directors have a nose for the future. They have a sixth sense about where consumers, brands, technology, and media are all going next.
Great account directors don’t make – but they make a difference.
