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'How to Wrestle an Octopus' book by Sarah Ritchie

How to Wrestle an Octopus:

an account manager’s guide to pretty much everything


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.

  • 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.

Packed with case studies, quotes from industry leaders, and 300 essential topics to empower, enthuse, and educate. How to Wrestle an Octopus has a mammoth 672 pages covering the ‘what’, the ‘why’, AND the ‘how’ – pretty much everything you need to become an account management superstar!

Bronze medal, Axiom Business Book Awards 2019 (USA)


How to Wrestle an Octopus is available to purchase (paperback and Kindle) from,,,,,, and


Axiom Business Book Awards medal won by Sarah Ritchie 2019


As account managers, How to Wrestle an Octopus has become our bible and first point-of-call in navigating ‘Agency Land’ and mastering our craft, providing clear step-by-step advice on how to master account management. It covers many different aspects of this complex role, from best practices for better workflow management, to networking to pitching to building relationships. We highly recommend this book for anyone working in advertising looking to up their game!

Energi, New Zealand, Top 8 Must-Reads

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