Expert or servant? Understanding how account managers interpret client interaction styles

Sarah Turnbull

Expert or servant? Understanding how account managers interpret client interaction styles

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

This article seeks to discover how account managers interpret the interaction style of their clients. The study draws on data from six agencies and 21 interviews conducted with account managers in United Kingdom (UK) agencies. Findings suggest account managers perceive clients use a number of styles when interacting with the agency including; expert, collaborator, supplier, servant, and combatant. The study provides evidence of the volatility which exists in clients’ interaction with the agency and suggests agencies perceive some client interaction styles have a negative impact on the creative process and a de-motivating influence on the agency team.

Original language	English
Title of host publication	Proceedings of the 2015 Conference, American Academy of Advertising, Chicago
Publisher	American Academy of Advertising
Publication status	Published - 29 Mar 2015
Event	American Academy of Advertising Annual Conference - Chicago, United States Duration: 26 Mar 2015 → 29 Mar 2015

Conference

Conference	American Academy of Advertising Annual Conference
Country/Territory	United States
City	Chicago
Period	26/03/15 → 29/03/15

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Cite this

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title = "Expert or servant? Understanding how account managers interpret client interaction styles",

abstract = "This article seeks to discover how account managers interpret the interaction style of their clients. The study draws on data from six agencies and 21 interviews conducted with account managers in United Kingdom (UK) agencies. Findings suggest account managers perceive clients use a number of styles when interacting with the agency including; expert, collaborator, supplier, servant, and combatant. The study provides evidence of the volatility which exists in clients{\textquoteright} interaction with the agency and suggests agencies perceive some client interaction styles have a negative impact on the creative process and a de-motivating influence on the agency team.",

author = "Sarah Turnbull",

note = "POST-PRINT NO LONGER AVAILABLE; American Academy of Advertising Annual Conference ; Conference date: 26-03-2015 Through 29-03-2015",

year = "2015",

month = mar,

day = "29",

language = "English",

booktitle = "Proceedings of the 2015 Conference, American Academy of Advertising, Chicago",

publisher = "American Academy of Advertising",

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T1 - Expert or servant? Understanding how account managers interpret client interaction styles

AU - Turnbull, Sarah

N1 - POST-PRINT NO LONGER AVAILABLE

PY - 2015/3/29

Y1 - 2015/3/29

N2 - This article seeks to discover how account managers interpret the interaction style of their clients. The study draws on data from six agencies and 21 interviews conducted with account managers in United Kingdom (UK) agencies. Findings suggest account managers perceive clients use a number of styles when interacting with the agency including; expert, collaborator, supplier, servant, and combatant. The study provides evidence of the volatility which exists in clients’ interaction with the agency and suggests agencies perceive some client interaction styles have a negative impact on the creative process and a de-motivating influence on the agency team.

AB - This article seeks to discover how account managers interpret the interaction style of their clients. The study draws on data from six agencies and 21 interviews conducted with account managers in United Kingdom (UK) agencies. Findings suggest account managers perceive clients use a number of styles when interacting with the agency including; expert, collaborator, supplier, servant, and combatant. The study provides evidence of the volatility which exists in clients’ interaction with the agency and suggests agencies perceive some client interaction styles have a negative impact on the creative process and a de-motivating influence on the agency team.

UR - https://www.aaasite.org/past-events

UR - https://10times.com/american-academy-advertising-annual-conference

M3 - Conference contribution

BT - Proceedings of the 2015 Conference, American Academy of Advertising, Chicago

PB - American Academy of Advertising

T2 - American Academy of Advertising Annual Conference

Y2 - 26 March 2015 through 29 March 2015

ER -

Expert or servant? Understanding how account managers interpret client interaction styles

Abstract

Conference

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