The Critical Importance of Strategic Thinking
The Critical Importance of Strategic Thinking

Account management in today’s competitive agency landscape is a complex task that requires the continuous juggling of delivering what clients want and meeting organisational objectives.

Clients hire their agencies to help them solve their marketing challenges and that means that account management must own and be focussed on providing strategic direction, developing business-building strategies and creating strong relationships that last.

About Louisa Moger
About Louisa Moger

Louisa is a strategic marketing professional with a successful background of building strategic capability in marketing, business development and product management professionals in a diverse range of sectors. She is passionate about the difference that a strategic approach can make to client management in terms of efficiency and effectiveness.

Louisa began her career in media and now works with businesses around the world to improve their strategic capability and develop go-to-market plans. Louisa is a Course Director for the Chartered Institute of Marketing and was included on the Sunday Times 35 women under 35.

Louisa Moger
Louisa Moger
Content Overview
Content Overview

The changing role of client services

  • How customer needs have evolved
  • The new strategic role of account management

Walking in your clients shoes

  • Moving from tactical to strategic thinking
  • The critical role of real insight and getting to the heart of what matters most

Developing structured plans to guide the client relationship

  • Introducing the SOSTAC framework for planning
  • SWOTS that make a difference
  • Translating analysis into actionable ideas that meet business and client objectives
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