Why Account Managers Need to Be Both Diverse and Agile
On a gap year in between studies, Kelly Bardon landed herself a three-week internship at South Africa’s creative agency Joe Public. Not planning on forging a career in adland, those three weeks proved to be formative, she’s still there 12 years later.
As a group account director, Kelly navigates the tricky relationship between agency and client to help deliver campaigns which keep everyone happy, on every side. While she manages the expectations of clients, creative teams and internal stakeholders, she can’t overstate the importance of “trust, communication, and collaboration” during the process.
To explain more about how the role is both “diverse and agile” in more ways than people would expect, as well as why she loves the production aspect of the process, Kelly sits down with LBB’s Nisna Mahtani.
LBB> How did you first find your way into account management and what about the job appealed to you the most?
Kelly> I sort of fell into advertising. I was lucky enough to get a three-week internship at Joe Public while I was on a gap year. Little did I know that those three weeks would shape the course of my career, going on 12 years now.
What appealed the most about the job was that every day was different, each campaign or job presented new challenges. Although a lot of the time it can be tough, we get to flex our creative muscles daily, so I see it as not only working hard but having fun in the process too.
LBB> When it comes to client-agency relationships, what are the key things to keep in mind to keep each party happy?
Kelly> We all share a common objective and a passion or goal for the brands we work with. The key to success lies in keeping everyone focused on this shared objective, while also ensuring there is a mutual respect for the expertise everyone brings to the table.
LBB> Being in account management means towing a fine line to mediate between all parties. How has your experience allowed you to tackle these moments and what advice would you give to anyone starting their career in this field?
Kelly> As an account manager, navigating the fine balance between different parties is a fundamental aspect of the role. Over the years, experience has equipped me with the skills to manage the needs and expectations of clients, creative teams, and internal stakeholders. While this can be challenging, it becomes more manageable with experience.
My advice for newbies in account management is twofold. Firstly, strive to develop a strong understanding of your work – know your stuff. Secondly, adopt a solution-oriented mindset. Recognise that not every situation has a clear solution. In moments of uncertainty, lean on your team and maintain honesty throughout.
Above all, trust in your own judgement. While seeking advice and support from your team is important, remember that you are often closest to the situation and have unique insights. By remaining confident in your abilities and staying solution-focused, you can effectively navigate the complexities of managing expectations between all parties.
LBB> Which are some of the trends you’re seeing in your field and how do you think these will continue to affect what you do?
Kelly> People in account management are reclaiming their role and importance, by being strategic and the business leads within an agency. I think for a while, account management was pushed to the side and made to be project managers only – where now we are encouraged to be strategic and play a pivotal role within the agency.
LBB> What are some of the recent projects which you’ve worked on and are particularly proud of?
Kelly> Over the past year, I've had the privilege of working on Chicken Licken, and it has been an incredibly fulfilling experience. Every project I've been involved in has been a highlight, but one that stands out prominently is our ‘Undefeated Since Forever’ campaign.
I'm proud of the creative direction for each of the campaigns from the past year, and being part of the process from brief to go-live. It is truly something special seeing it resonate with our audience, and getting the positive commentary when a campaign goes live.
LBB> When working on a project, what is your favourite aspect of the process?
Kelly> I love the production aspect of the process – this is where you really start to see all your work, discussions and planning to materialise into something tangible. Seeing it all come to life is really rewarding. If I wasn’t in account management, being a producer would have been my second choice.
LBB> Equally, what tends to be a challenge to overcome when connecting clients, creative, production and strategy, and how do you overcome it?
Kelly> Connecting clients, creative teams, production, and strategy can present various challenges. It’s important that you find a happy ground for everyone in any challenging situation but going back to my previous point – keeping that common objective and purpose in mind for the entire team is key. Encouraging transparency, teamwork, respect, and a shared sense of purpose can help overcome challenges and ensure success.
LBB> In terms of your leadership style, how would you characterise it and how do you get the most out of your team?
Kelly> I like to think I have a leadership style that encourages growth and development within any team I work with. I strive to empower team members to take on new challenges, learn and grow personally and professionally.
As a perfectionist, I do find it challenging to completely let go of a project. However, I recognise that part of my growth as a leader is to be better at this and to trust my team members and delegate effectively. I believe in setting clear expectations and providing the necessary support and resources for my team to succeed. Lastly, ensuring there is always trust, communication, and collaboration.
LBB> What are some aspects of the role which people don’t usually consider?
Kelly> One aspect often overlooked in the role of account managers is the need for a diverse skill set. It's not just about handling briefs and managing clients – we're also required to possess creative, strategic, and project management skills. We're involved in every touchpoint of a project, requiring us to be well-versed in all aspects from start to finish. So, it's not just about writing briefs and managing clients; our role is diverse and agile.
LBB> When you aren’t at your desk, are there any hobbies or interests in particular which you indulge in?
Kelly> I like to think I am quite an active person, so making time for working out is important to me. I love running when I get the chance, I've even made the bold decision of aiming for a half marathon before the year's end. Now that it's in writing, I guess I'm committed! Here's to hoping I stick to my word!
LBB> Can you share a fact about yourself that people may not know?
Kelly> I proudly hold the title of ‘Best Auntie’ to my adorable 9-month-old niece, Zara. She has obviously given me this title herself and this is not a self-proclaimed one.
