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account management

The Perfect Client

Second Wind
11/9/2023

It has always been true that for an agency to do good work and make a fair profit at doing it, the client has to be a “good” client. The ...

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Six Things All AEs Should Know

Second Wind
10/20/2023

There are some important issues that good account executives consider when doing their daily jobs. Following are some thoughts from a very savvy Second Wind member who teaches his AEs ...

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How to Bill More AE Time

Second Wind
7/10/2023

How Do You Know Which Clients Are Profitable?

Second Wind
5/17/2023

Sometimes, agency owners or managers feel like the proverbial dog chasing its own tail. You keep going in circles and never seem to get ahead. Considering that problem from the ...

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The Dangers of AEs Acting as Estimators, Project Managers and Schedulers

The Dangers of AEs Acting as Estimators, Project Managers and Schedulers

Second Wind
3/28/2023

Second Wind has conducted account service training for ad agencies since we launched Second Wind Training in 1989. We have worked with many ad agencies directly, consulting to help them ...

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Waking the Sleeping Client

Second Wind
3/14/2023

Why Clients “Go Quiet” and How to Reactivate Them

New clients are hard to find.  It is crucial to keep your current clients engaged and active. Here’s the scenario ...

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Is There An Ideal Mix Of Accounts In Your Agency

Second Wind
2/9/2023

It’s a good question: most agencies have an account mix that is far from ideal. Frequently, a single account controls the life of any given agency—a “gorilla,” if ...

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Surrounded by Gorillas

Second Wind
1/25/2023

For a small to midsize agency, one of this business' most dangerous situations is having a large account. We define a large account—a “gorilla”—as one that controls more ...

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Upping the Agency Ante: Being More Accountable Makes You a Partner

Second Wind
10/18/2022

We’ve been thinking lately about how agencies can regain their former strategic partner status with clients. The glory days of agency of record, retainers and marketing partnerships seem to ...

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Give Your Clients an Annual Report Letter

Give Your Clients an Annual Report Letter

Second Wind
9/12/2022

We work in a tough business environment. Accountability, multiplying media, evolving technology and an increasingly global economy all drive client demand for more responsive, more efficient agencies. This tends to ...

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Clients from hell?

Clients from Hell? We Got ‘Em

Deborah Budd
9/9/2021

Do all industries include at least some “clients from hell”? Apparently so. The Twitter feed Clients From Hell (@clientsfh) asked followers if any specific industries had a higher percentage of ...

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Landing The Big One! What Every Smaller Ad Agency Needs to Know

Beth James
7/21/2021

Winning a really big account can either float a smaller ad agency’s boat, feeding new growth for the agency and employees… or sink it under the weight of client ...

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Your Old Clients Are Your New Clients

Second Wind
6/29/2021

Funny how things go in the agency business... You work hard, build great relationships, create great work, and before you know it the client moves on to bigger and, they ...

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Stronger Client Relationships

Nine Tactics for Building Stronger Client-Ad Agency Relationships

Deborah Budd
3/11/2021

Over thirty years ago, our founder Tony Mikes started Second Wind with the goal of helping small ad agency owners gain valuable skills to help them succeed and grow their ...

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