Harrods Media – Account Excellence Academy

The Brief:

Harrods Media had ten years of continual growth. However with a changing media landscape, they recognised that to continue this growth, their media model, strategy and practice would require adaptation over the coming years. They asked Inspire to initiate this process by providing the Harrods Media Account Teams with additional tools to produce proactive Sales and Account Plans that actively grew revenue from strategically important accounts.

The Programme:

The Academy was a practical programme that enabled the Account Teams to learn while developing their own account plans, and encouraging them to collaborate with internal and external partners in the process.

At its core were three modules that taught Sales & Strategic Account Planning, Relationship Management and Proposal and Pitch writing skills. An additional module for Manager’s developed their skills as Coaches, to ensure they could continue to develop the learning amongst their teams.

Alongside the project work, on-going follow-up activities enabled the learning to be applied to revenue generating activities.


“There has been a greater increase in productivity and we’ve had another fantastic year. I will put that down partly to the success of the training programme. It’s been a real pleasure working with the team at Inspire.”

Guy Cheston, Media Sales Director, Harrods

The Results:

The Academy led to a more consistent and collaborative approach to internal and external clients.
Through strategic account planning, the account teams ensured key customers had well-defined plans around how to support their business. The programme also ensured the account teams knew how their client’s made key buying decisions, how they could best manage their client relationships, how to best influence clients, and how they could best collaborate to achieve mutually beneficial objectives.

Finally, the Management Team began to collaborate much more closely, acting more as a Management Team rather than a group of managers, and collaborated to created new templates for presenting proposals.

The Academy acted as a vehicle for the Division to review effective ways to continue growth in a shifting media and commercial landscape.