TBWA Melbourne Unveils New-look Account Management Structure

TBWA Melbourne Unveils New-look Account Management Structure
SHARE
THIS



TBWA Melbourne has revealed it has re-engineered its account management structure to provide staff with clearer career planning, whilst also providing an optimised service model for clients.

The move, which has the buy-in of all TBWA Melbourne’s major clients, including ANZ, Medibank, Nissan, Origin and Schweppes, sees account management dismantled into two distinct areas.

One is business management, comprising of strategic client partners (much like you would expect to find in management consultancy), and the other is a centralised project management team, which oversees all executional aspects of ‘making’ the work for clients across the agency.

TBWA Melbourne's account management team

TBWA Melbourne’s account management team

TBWA managing director Mike Napolitano said the current career trajectory in agencies is one-dimensional – “prove you can execute in your early years and think strategically in your later years”.

“But for some people those skills, or areas of interest, are mutually exclusive,” he said.

“And, as such, they struggle to work in a space they consistently enjoy or get the recognition they deserve.

“As an industry, we need to identify better ways to set our people up for success. This structure enables us to foster both those who want to develop more business strategy skills, whilst also developing the careers of those who want to focus on the creation of great work. Both are equally as important in our success.”

Napolitano said that while the move primarily aims to attract and retain the best talent, it also enables TBWA Melbourne to set a remuneration model that offers consistent strategic counsel and executional scalability.

“Clients work invariably moves in cycles. In key periods, we want to be able to add resource to ensure there’s more hands involved in the doing,” he said.

“It also makes good commercial sense that when there’s a lull we can redeploy our people.”

“Another benefit of our new model is more variety in industry experience. We know the best talent will relish the chance to work on a variety of briefs.

“Because we have moved to a centralised pool of resource in our project management team, those staff now have the same opportunity for client diversity more typically afforded to creatives and planners.”

Napolitano said TBWA Melbourne’s approach centres around wholly subscribing to holding company Omnicom’s service profit chain model.

“Firstly, we want our staff (people) to be highly-engaged, which creates an environment for making great work (product) possible,” he said.

“The financial rewards (profit) is the end result of good management of both.

“We’ve got a reputation for being a great place to work, so it’s a natural extension for us to lead the way on positive career planning for the next generation of advertisers.”

The transition of TBWA Melbourne’s account management structure began in January this year and is now complete.

Please login with linkedin to comment

tbwa melbourne

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]

Fox Sports Launches Alexa Skill
  • Media
  • Technology

Fox Sports Launches Alexa Skill

Australian sports fans can now tune into Fox Sports News live on their Amazon Echo device. From today, Alexa users will be able to add the new Fox Sports Alexa skill to their daily routine by asking “Alexa, play the Fox Sports live stream.” The Fox Sports Skill will deliver sports fans a live stream […]