So, here I am, over a year out of college. I’ve been in the “professional” world now, going on 12 months. If there’s one thing I’ve learned during my time working, it’s that everything has a process. When it comes to advertising, most people seem to focus on the design process. Well, I’m here to tell you there’s an account service process, too.
During my four years in the journalism program at BSU, my exposure to advertising was mostly geared toward the design process as well. That’s – by no means – a bad thing, but it did leave me a bit blindsided when I first started working on the account side of the business.
Let me save you some time, and even some college tuition, and try to explain what I’ve picked up about the account service process.
As much as a talented designer wants to be turned loose and go – where, then, do they get any direction? Here’s where the account service process comes in, or, what I feel is better called “the project process”.
Now, unlike the design process, there aren’t stages that someone has to follow. Actually, it’s a continuous cycle that the account person should follow in order to guide a client’s project above and beyond their initial expectations.
For you visual learners, here you go:
There you have it. No, it’s not rocket science, but it makes sense, right? That’s the answer; the account service process is a continuous cycle. Without the process, OR the people, clients would not get the same results.
There would be no Don Drapers presenting those brilliant creative executions. Moral of the story, every Don Draper needs a Roger Sterling.
Here at Pathfinders, we have plenty of Rogers assisting Dons within our project process – and we find it key to do so. If you need help in any process, including social media, design, digital web, copywriting, PR, etc., we would love to be your Don.
Everyone has a process. Yours may not be the same as mine, and that’s cool, but the next time you’re managing a project, ask yourself one question: Where are we, and why are we here?