In complex digital era, each type of creative agency needs “whole-brained” account people. It means they have to be talented both strategically and logistically. This is obviously a challenge but these 2 skill sets are vital for any client’s satisfaction, especially in emerging digital landscape.
Logistic skills are to necessary to build a great coordination among clients and resources. It is important to ensure a quality service, day to day operations and being the main client-facing function in the agency. This is more or less similar in lots of agency types for decades. Managing budgets, allocation resources, daily communications and reportings.. These of course have huge importance, but the fundamentals of this position.
The second skill set I believe, is the most differentiating part of an account person: Strategic skills. In complex digital media landscape, the account person should be competent of the new advertising dynamics. They should be a well equipped advisors for clients in the first place. Account person have to interpret clint’s briefs, with a deep understanding of client’s each marketing initiative. They are also the people who has to ensure the projects are done according to the client specification and on brief. Lastly, account managers of new era must definitely have a creative edge.
In digital creative agencies, another challenge of account people is to handle the complexity of digital assignments. That is where project managers are taking to the stage. However, account people still have to be accountable in project objectives, coordination, performance and effectiveness.
Since account management is a vital function of a creative agency, account management people have to raise the bar to be the best in such dynamic business.