It’s time to put the accountability back in account management
Account managers are struggling to regain their foothold as an essential piece of the client / agency puzzle, but there’s no reason why they should remain unaccountable, writes Michael Farmer.
Account managers were giants of accountability during the Mad Men era, when agencies were paid by media commissions and it was important to convince client executives, up and down the line, that high media spending was good for brands.
Everyone benefited from this. TV advertising was effective, so clients and brands benefited from this account management salesmanship. TV advertising unleashed the agency’s creative capabilities and allowed creatives to flourish and do their best work.
