In the intricate world of advertising, an account manager serves as the bond between the client's brand objectives and creative campaign execution. They also keep everyone on time, on budget and, for the most part, sane.
Beyond mere coordination, a skilled account manager possesses an in-depth understanding of client dynamics, market nuances, and creative strategies, ensuring that every campaign is not just a series of tasks but a seamless extension of the client's brand and vision. Below, we share some hard-earned insights on what skills and personality traits are essential for success, and above all else, the importance of trust in a client-agency partnership. (That last sentence was an example of the importance of “setting expectations,” an essential account management skill.)
The bridge between the agency and the client
Account management is the bridge between the agency and the client, ensuring that both sides are aligned on the goals, expectations, and challenges of each project. We’re in a unique position to oversee every stage of the creative process—from strategy to execution—while coordinating with all stakeholders, both internal and external, to ensure the work stays on track, within budget, and aligned with the brief. In short, we build and maintain a lot of bridges for a lot of different stakeholders.
Account managers are skilled at ensuring everyone’s voices are brought to the table and are heard. And we pull all parties together to reach the most beneficial outcome for the work and, as a result, the client’s business. These days, agencies do so much beyond traditional campaigns, and as account management, you’re pulling together creative, experience, data, media strategy, social, web development, and more. Bottom line: in addition to building bridges, we herd cats.
There’s never a dull day in account management
Account management is most known for being the point of contact with the client – we’re essentially a hub of communication, navigating the intricacies of client-agency relationships. Those who thrive on variety and challenge will shine in account management, taking advantage of the opportunity to work on different projects, clients, and teams, which requires constant adaptation and ongoing learning. It’s never ever boring.
We have both found that the core to a successful client-agency relationship in account management is developing genuine trust and true partnership with clients and internal teams. This isn’t an overnight process, but takes years of frequent, clear communication. It comes down to this: Go above and beyond—learn your client’s business. Show them that even when you have bad news, you’ve already come up with alternative solutions. The best account managers fully embrace the collaboration and the problem-solving that this role entails, putting forth a continual effort to bring together different perspectives and find the best solutions for the client’s business.
Key skills and advice
Account management requires a unique skill set. Such as being a great listener, a clear communicator, and an empathetic mediator, to name just a few. These attributes allow us to anticipate shifts in the industry landscape, navigate stakeholder needs, and orchestrate strategies that resonate powerfully. Or, simply put, solve problems. We’re here to help transform ambitious ideas into executed realities, ultimately driving more effective and memorable advertising campaigns that don’t just meet expectations; they exceed them.
Our years of account management experience have taught us many things that apply to all aspects of work:
- Cultivate curiosity and ask questions, learn how all the pieces fit together, and offer to help.
- Be respectful and honest, and build trust with your clients and your teams.
- Demonstrate openness to change, valuing constructive feedback as a tool for growth.
- Be passionate and enthusiastic and have fun with your work.
RPA is an agency that values respect, collaboration, and creativity. Those are all reflected in the work and the culture of account management. We see account management as an art, balancing the needs and expectations of the client and the agency, and delivering work that is both effective and inspiring.
