Advertising Account Management Course

Lesson 1 • Agency Structure and Ecosystem

Maps full-service, boutique, and specialised agency models. Connects organisational structure to how account managers collaborate across departments.

Lesson 2 • Client-Agency Relationship Dynamics

Examines trust-building, expectation-setting, and long-term partnership cultivation. Grounds students in the relational foundation that drives account retention.

Lesson 3 • Ethics and Professional Standards

Covers honesty, confidentiality, and conflict-of-interest protocols in agency practice. Prepares students to make principled decisions under business pressure.

Lesson 1 • Structuring the Onboarding Process

Outlines step-by-step client intake from contract signing to kickoff. Ensures no critical information gaps exist before campaign work begins.

Lesson 2 • Conducting Effective Discovery Sessions

Teaches structured questioning techniques to uncover client goals, constraints, and success metrics. Directly feeds the strategic brief and campaign planning phases.

Lesson 3 • Defining Success Metrics Early

Establishes KPIs and measurement frameworks before campaign execution begins. Prevents misaligned expectations and enables objective performance reviews.

Lesson 1 • Anatomy of a Strategic Brief

Deconstructs every component of a high-quality creative brief. Connects each element to its downstream impact on creative output and campaign effectiveness.

Lesson 2 • Briefing Creative and Media Teams

Teaches how to present briefs verbally and facilitate productive Q&A with internal teams. Reduces revision cycles by ensuring shared understanding upfront.

Lesson 3 • Integrated Campaign Thinking

Explores how messaging consistency is maintained across paid, owned, and earned channels. Prepares students to oversee cohesive multi-touchpoint campaigns.

Lesson 4 • Translating Business Goals to Creative Direction

Bridges client business objectives and creative team needs through strategic synthesis. Prevents briefs that are either too vague or overly prescriptive.

Lesson 1 • Scope of Work Development

Teaches precise scope documentation to prevent scope creep and protect agency margins. Directly linked to client satisfaction and profitability outcomes.

Lesson 2 • Advertising Budget Structures

Explains retainer, project, and performance-based budget models. Connects budget structure to scope management and agency revenue predictability.

Lesson 3 • Financial Reporting and Reconciliation

Covers budget tracking, burn rate monitoring, and end-of-period reconciliation. Enables account managers to provide accurate financial status to clients and leadership.

Lesson 1 • Managing the Creative Development Timeline

Structures internal creative timelines with adequate review cycles built in. Prevents last-minute rushes that degrade creative quality and team morale.

Lesson 2 • Legal and Brand Compliance Review

Integrates compliance checkpoints into the creative approval workflow. Prevents costly post-production errors and protects client brand integrity.

Lesson 3 • Managing Client Feedback and Revisions

Translates vague client feedback into actionable creative direction. Protects creative integrity while ensuring client satisfaction through structured revision management.

Lesson 4 • Evaluating Creative Work Strategically

Teaches account managers to assess creative against the brief before client presentation. Reduces client rejection rates by filtering off-strategy work internally.

Lesson 1 • Project Planning and Scheduling

Builds comprehensive project plans with dependencies, milestones, and resource assignments. Connects planning rigour to reduced campaign execution risk.

Lesson 2 • Managing Deadlines and Deliverables

Covers deadline negotiation, progress tracking, and delivery confirmation protocols. Ensures clients receive work on time with zero surprise delays.

Lesson 3 • Cross-Functional Team Coordination

Manages collaboration across creative, strategy, media, and production teams. Positions account managers as effective orchestrators of diverse internal talent.

Lesson 1 • Proactive Communication Strategies

Establishes regular communication rhythms that keep clients informed and confident. Shifts account managers from reactive responders to trusted strategic advisors.

Lesson 2 • Navigating Difficult Client Conversations

Prepares students for budget cuts, missed deadlines, and creative disagreements. Builds confidence to handle conflict without damaging long-term relationships.

Lesson 3 • Conducting Effective Client Meetings

Covers agenda design, facilitation, and follow-up for all client meeting types. Ensures every client interaction advances the relationship and project momentum.

Lesson 4 • Client Retention and Renewal Strategy

Builds systematic approaches to contract renewal and long-term client loyalty. Connects daily relationship quality to measurable retention outcomes.

Lesson 1 • Performance Measurement Frameworks

Establishes measurement hierarchies from awareness to conversion across campaign types. Connects measurement choices to client business objectives set during onboarding.

Lesson 2 • Optimisation and Campaign Iteration

Applies performance insights to mid-campaign and post-campaign optimisation decisions. Builds a continuous improvement culture within client accounts.

Lesson 3 • Building Client-Facing Reports

Designs report structures that balance data depth with executive clarity. Ensures clients receive insights, not just numbers, in every reporting cycle.

Lesson 4 • Presenting Performance to Clients

Teaches how to present results confidently whether performance is strong or disappointing. Maintains client confidence through transparent, solution-oriented reporting.