However, it doesn’t bode well for you, or your agency, if you think that this new archaic role will satisfy your clients’ needs in 2017. Your account managers are your first line of defence. Your front line. A good front is half the battle won. If those individuals are weak, your entire agency will suffer, and it won’t matter how good the quality of your creative output is.

If you want happy clients, you’ll need a new-age suit, and you might want to start your new job description like this – client lead wanted:

  • Has an understanding of media channels;
  • ATL, BTL, and TTL – all three lines are preferable;
  • Juggler;
  • Project planner;
  • Timing planner;
  • Budget planner. Actually, budget – genius level;
  • PNL manager. Knowing what PNLs are advantageous;
  • Forecasting genius (clairvoyant ball is helpful);
  • Ring-fencer of work;
  • Fire extinguisher;
  • Ego stroker;
  • New business go-getter;
  • Current business keeper;
  • Over-communicator;
  • Over-organiser;
  • Briefer extraordinaire;
  • Business advisor; 
  • Solution provider;
  • Political player;
  • Strategic thinker;
  • Boundary-pusher; and
  • Has a thorough understanding of CRM, SEO, CPC, ROI, DTP, 360o, OOH, B2B, B2C, CTA, SOV, PR, RTs, QR Codes, ARs, CTR, RRP, RSP, SWOT, UX, UI, RSVPs, PPT, KPIs, SEM, the four Ps, the five Ps, and all the Ps to come.

Account managers should see themselves an extension of their clients’ marketing team. If you’re just a vendor that provides services, it’s time to rethink.

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