Over the past 25 years, the advertising agency industry has undergone a profound transformation. From the explosion of digital media to the rise of data-driven marketing and automation, advertising agencies have had to adapt to new tools, platforms, and consumer behaviors. Despite this whirlwind of change, one thing has remained constant: the need for great account managers. In fact, during all the disruption, great account management has become more vital than ever for an agency’s success. Here’s why:
The modern advertising landscape is a maze of platforms, technologies, and strategies. Clients rely on their advertising agency partners not just for execution but also for navigation through this complexity. While automation and AI can handle data crunching and analytics, they can’t replicate the nuanced understanding of client goals, brand identity, and audience needs that a great account manager provides.
Account managers act as the bridge between the client and the many moving parts of an agency, translating client objectives into actionable strategies while ensuring that the creative, media, and strategy teams stay aligned. In an industry increasingly driven by numbers, account management preserves the human element – ensuring campaigns remain personal, relevant, and meaningful.
Indeed, the shift to real-time marketing and 24/7 digital presence has amplified the pressure on agencies to deliver results quickly. With campaigns moving at lightning speed, there is often little room for error. This is where account management shines. A great account manager builds and maintains trust with clients by providing transparency, managing expectations, and ensuring that deadlines and deliverables are met.
Clients may have more access to data and insights than ever before, but that doesn’t eliminate the need for a trusted partner who can make sense of it all. Account managers take on the responsibility of not just delivering the “what” but explaining the “why” and “how” behind each decision. In an industry where relationships are often as important as results, that trust is invaluable.
Today’s clients have higher expectations than they did 25 years ago. They demand more from their advertising agencies – more creativity, more innovation, more results. At the same time, they often have more internal marketing resources and are more hands-on with their campaigns.
A great account manager anticipates these evolving needs.
They ensure that the agency remains agile and responsive, offering solutions that go beyond the immediate task at hand. Whether it’s coordinating multi-channel strategies, pivoting based on performance data, or providing insights that clients hadn’t considered, account managers are the ones who keep the relationship moving forward.
With the rise of digital and the increasing specialization of agency roles, account management is often the glue that holds everything together. While individual teams may focus on their own areas – whether it’s creative, strategy, media, or data – account managers keep the big picture in view. They balance the needs of the client with the capabilities of the agency, ensuring that every part of the team is moving in the same direction. It’s a role that requires diplomacy, problem-solving, and the ability to keep calm under pressure.
At its core, great account management is about building relationships, providing clarity in complexity, and delivering results in a way that strengthens trust. A skillset that remains timeless.
Joe Bouch
CEO, 78Madison
78Madison is a full-service marketing communications firm – advertising agency – located in Orlando, Florida (Winter Springs). Have some questions? Let’s connect. Email me at jbouch@78madison.com