The Changing Role of Account Management

The changing needs of today’s agency environment require account leaders to demonstrate broader skills, leadership mindsets and partnership approaches to client relationships than in the past. Welcome to the new world order.

While the foundational elements of account management are and will remain rock solid, it will be one’s ability to get ahead of the curve, see around corners and actually see the “forest” in order to provide leadership in approaching and developing integrated strategic and creative solutions for client business problems.

Join Greg Taucher as he covers how account management is changing in five key areas:

  • RELATIONSHIPS:  How client relationships have evolved and how “partner agency” relationships have developed, and why both now require increased levels of account management leadership and engagement across the entirety of the client’s scope of work in delivering efficiency, effectiveness and scale.
  • INTELLECTUAL CURIOSITY: “IC” is a core value in personal and professional growth and development. Getting outside your comfort zone and the approved scope of work to ensure you are constantly providing leadership, value and growth ideas to both your client and agency are both an account management challenge and a requirement in today’s operating environment.
  • DATA:  Instead of making a few major decisions, clients and agencies are making hundreds of decisions that are increasingly more targeted and tied to business outcomes.  And while account managers do not necessarily need to know the “how” of data analytics, they do need to understand the “why,”  “where” and “when” in order to provide value and leadership to their clients. 
  • STRATEGY:  It’s now all about facilitating the process flow from data to information to insights, and championing strategies, both internally and with the client, that not only need to easily be understood and activated on a “cross channel” basis but help get to better work faster.
  • COMMERCIAL:  SOW planning and development, change management, contract compliance, change management and working capital are all now prime real estate for account management. The business of the business is changing and you need to ensure you are ahead of the curve.

Key takeaways:

  • Identifying opportunities for account management to step outside the boundaries of scope of work, and actually “think” and “lead” client business
  • Reinforcing that client relationships are business relationships, and that the rise of procurement has not only put account management on the front lines of commercial relationships and financial performance, but more pressure on client relationships
  •  Understanding the facilitation role that account managers must now play in today’s data-information-insight process flow to ensure strategic platforms are real, relevant and aspirational
  • Requirements effectively build and efficiently manage cross-discipline, “partner agency” relationships for better results.

Who should attend:

This webinar is a terrific training tool for account management personnel at all levels to ensure they are providing strategic thought leadership and tactical management excellence to both their clients and their agencies.

About Greg Taucher:

Greg Taucher joined the advertising department faculty at Michigan State University in January, 2016 following his saying “adios” to DDB after 30+ years in May, 2015. From 2003-2015, Greg was Director of Global Accounts & Contracts at DDB Worldwide. He also served concurrently as the agency’s Director of Global Accounts – Asia/Pacific and CEO of DDB SE Asia from 1996-2003 and the agency’s Global Business Director on American Airlines from 1990-1996.

Prior to joining DDB in 1990, Greg was Senior Vice President/Group Business Director at Tracy-Locke, an Omnicom agency headquartered in Dallas, TX.