The account manager's evolution from strategic authority to mere project manager reflects a broader shift in the advertising industry from long-term retainers to project-based workflows.
While consulting agencies focus on creating products with clear value, traditional advertising agencies have left account managers engaged in trivial tasks, obscuring genuine contributions.
The term 'account manager' is outdated in today's context, portraying a passive role in a fast-paced industry, while other fields utilize the role to enhance sales and relationships.
This identity crisis among account managers symbolizes a greater difficulty for advertising agencies in demonstrating tangible value, leading to their decline in relevance and effectiveness.
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