Why account managers have the hardest job in any PR or creative agency
Great account managers are difficult to spot and increasingly rare – but get it right and the role can prove truly rewarding…
The promotion to account manager (or campaign manager) is one of the most exciting of any marcomms career. You’ve survived all the pressures, complexity and bonkers briefs – often delivered in the eleventh hour of the eleventh day, in 24 hours. You’ve won hearts and minds with your wit, charm and nous, and demonstrated expertise and consultancy beyond your years. You’ve grown a junior team that admire you and a senior team that can’t live without you. It’s the gateway to the heady heights of the leadership ladder. This is your moment.
Yet these great(er) expectations can make the transition from superstar senior account exec tough. While recruiters are constantly searching for brilliant managers, both internally and externally, it’s also one of the toughest roles in marcomms.
Because great account managers are like unicorns. Hard to spot in the wilderness. Increasingly rare. Yet these kinds of account managers are really the lynchpin of any client servicing team. Managers must be a detail person on a Monday; a creative on a Thursday; a great writer and communicator and spreadsheet tracker on… well, every day.
At Team Lewis we value the role of the account manager so highly we recently overhauled the job description. We looked at training, salary benefits and even perks (including a week of intensive training in Lisbon.) However, while it was demanding, it was fun, too.
The goal for any agency must be to attract and retain the world’s best talent and help them develop a career where the sky’s the limit. And part of that is making account manager one of the world’s most fun jobs. A role in which we can cultivate people’s creativity and curiosity. Where we can help lift the burden of admin, and let great people shine.
So with this in mind, what advice would unicorns (sorry, managers) give to those stepping into their shoes?
1. Stay on the front foot (or hoof)
The CIPR (which champions forward looking standards) offers up countless account management and leadership courses. These ‘provide strategies to keep you on top of your workload, manage and motivate junior staff and plan and track campaigns.’
One of our team said the most helpful advice she was given when she started out as an account manager was ‘not to try and do everything herself.’ Seeing the wood for the trees is what helps you manage other people and importantly, if you are in an agency, client expectations.
2. Keep your sparkle
Having the confidence to manage and provide feedback that keeps standards high is one of the toughest rites of passage in client services.
As Ken Blanchard, author of The One Minute Manager says: “Praising people doesn't always work if it isn't combined with re-directs to correct mistakes when they occur.”
Moving from one of the gang to manager is a big deal so you need to remember you were promoted because someone saw some sparkle in you.
3. Feel the love
Keep focused on what you love about your job. Your ability to inspire and shine a light when you are all working on a client deadline is key.
4. Keep your feet on both sides of the rainbow
You are a mythical being. Bridge the gap between juniors and seniors. Stick to deadlines and pull in additional talent when you need it.
5. Work your magic
Let your new team members know that you expect them to be 100% happy with their work before they send it to you. And lead by example by adding the extra magic yourself.
6. Believe you can make the impossible happen
Climb mountains every day but provide clear instructions, manage everyone’s time well and set people up to do the best work of their careers.
7. Toot your own horn (and other people’s)
Share positive stakeholder feedback internally with leadership as well as your team. It’s a huge motivator. Other people getting promoted and snapping at your heels is a sign of your success as a glittering trailblazer in your own right.
So, good luck mythical management beings, here’s where the magic can truly start.
Mia Savastano is the senior UK people manager at Team Lewis.
