Relationships are tough. Anyone who says otherwise is either in denial, lying or simply terrified of what their significant other would say. While we have a choice of whom we share our lives with, the idea of monogamy seems, well, scary. Mind you, this is coming from a 28 year old who toes the line between adulthood and youthful buffoonery on a daily basis.
Today we have free will to choose partners who choose us back – and that in itself is something to appreciate. We are blessed to even have the opportunity to struggle through the wide spectrum of emotions that come with being in a relationship. Ages ago, I could have grown up in a tribal village where my life partner was decided before I could even talk. Talk about cold-blooded: your pops gets a couple strong goats from his next door neighbor in exchange for your lifelong commitment to a woman you have never even seen and with whom you have never danced or eaten pizza.
In advertising, you can draw some stark parallels between an arranged marriage and the pairing of account executive and client. Sure … there are some scenarios where the account exec and client courted each other during the new business pitch, then the agency wins the business, at which point the client and account exec ride off into the sunset making incredible work and maintaining incredibly efficient lines of communication. That’s the fairy tale. It’s like when your friend tells you that he met his girlfriend at a pumpkin patch, then he took her for ice cream, where they found out that they both LOVE cookie dough, then they began dating only to get engaged under the Eifel tower while back packing through Europe with this imaginary money that these kids seem to have nowadays.
In all seriousness, I have learned that it’s easy to be a good partner when everything is perfect. It is the adversity that tests our will and forces us to be better than we thought we could be. While we often don’t choose the accounts on which we work, a good account executive must still manage the account with respect, diligence and compassion. Young account folks, heed my words: Each new client is an opportunity to create something fruitful, meaningful and powerful. The approach is simple: treat each client as you would your treat your partner in a relationship.
Always Respect Your Partner
While respect is ultimately earned, it should be a requisite for progress on the account. Client and account executive are both roles that require a high level of detail and the ability to juggle several different things. Never assume that your job is more important than theirs, because in the end it is about the partnership. We all just want to feel appreciated right? Another thing, you can respect your partner even when they aren’t around. Too often the idea of respect is seen as simply acting a certain way in the presence of someone or something. It is just as important to respect your partner in the presence of others. Their accomplishments reflect on you, and you never know, they may just be bragging about how happy they are with you. Doesn’t that just make you feel warm inside?
Don’t Overplay Your Role
Do not ever go stage 5 clinger. Sure, sometimes you need questions answered, direction clarified, meetings scheduled, or Production Orders signed, but take a breath before you send 5 emails within 10 minutes followed by a phone call and voice mail on your partner’s work and cell phones. It is going to be OK.
Do you ever need an hour to recharge your batteries, eat some cookies and milk, maybe watch a couple Fresh Prince re-runs? Lack of an immediate response, even to something important, does not mean your partner hates you, or doesn’t want to get things done, or is secretly putting the business into review. Be considerate of their situation. Even if they don’t verbally thank you, they appreciate you giving them their space. You need to be there when your partner is ready to talk, and make sure you are prepared for anything.
Communicate and Compromise
Boy, is there anything worse than lack of communication? You will never know what is wrong unless you ask, and they will never know what is wrong unless you tell. It seems simple, right? Candid discussions are helpful, and usually they can accomplish a lot more than a week of snarky emails, passive aggressive comments, and pent up resentment. Problems, setbacks, and failures are inevitable. The key is to treat each as a learning experience and fully air out the grievances.
Be a Real Human Being
Agencies are machines. It’s ironic because the creative output is anything but mechanical, but the account executive’s job is to bring a face, voice and personality to the agency. Sure the creative team gets all the glory for their game-changing, never-been-done-before ideas, but the Account Executive is the calm voice in an otherwise chaotic web of projects, timelines and deliverables. Do not be afraid to ask for help, manage expectations or even say no. You cannot be your best self unless you have the time and support to do so, and it is not fair to give less than all of yourself.
The truth is, you can make your grass as green as you want it to be. If you choose to accept your brown lawn, then don’t complain. If you want a green lawn, you will have to do the work: lay down some fertilizer, buy one of those cool sprinklers and tirelessly work at growing that beautiful green grass. It’s not easy, but there are certain moments where you will remember why you even moved into the neighborhood in the first place. If you aren’t following this metaphor that I am beating into the ground, I’m talking about account service. Your client is ultimately your partner. You are bound to them, and your mutual success is dependent on one another. It’s a process, but it can be rewarding if you let it.
If not, just be happy that you are actually getting paid a salary for your arranged marriage and the agency owner is getting more than 2 strapping goats.
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