How to Wrestle an Octopus

Acclaimed by industry experts as the most comprehensive guide for agency account managers of all levels, 'How to Wrestle an Octopus' is the #1 choice for anyone with client-facing responsibility in the advertising, design, PR, experiential, media, and print industries.

Bronze medal winner, Axiom Business Book Awards 2019 (USA)

Learn about the seven facets of account management:
AGENCY LIFE: All about AgencyLand - and how to survive it.
ALL ABOUT YOU: All about helping you to be the best account manager you can be - covering topics that affect you personally.
CLIENT LOVE: All about interacting with your clients - deconstructing the concept of 'client service', and helping to show you what that means in your everyday work life.
KA-CHING!: All about the money - how to navigate your way through the account management minefield of sales, business accounting, profitability, and more.
MISSION CONTROL: All about the 'paperwork' - helping you to identify what needs to be done, and the best-practice ways of keeping it all under control.
NUTS AND BOLTS: All about the technical bits - understanding production requirements, and demystifying industry jargon.
THE FUN BITS: All about the execution and how account managers bring projects and campaigns to life.

Sarah Ritchie, founder of AM-Insider.com shares her wealth of experience from a 25-year career in advertising and design agencies; plus insights from over 800 interviews with account managers and agency managers from 30 different countries.

Packed with case studies, quotes from industry leaders, and 300 essential topics to empower, enthuse, and educate. 'How to Wrestle an Octopus' covers the 'what', the 'why', AND the 'how' - pretty much everything you need to do your job well and become an account management superstar!

Sarah Ritchie is also the author of 'How to Tango with a Tiger: a marketer's guide to working with creative communications agencies'