I once read an article that proposed account managers should be required to use a portfolio of work when interviewing. I agree.
Being a young creative in the industry, I see how frusturating it can be to work with an account manager that poorly interprets a clients feedback consistently or simply says yes to everything a client wants. Often the reason for this seems to be that the account manager is judged on how much new business they can get from a client and if they simply do exactly everything the client says they should, hypothetically, be rolling in the dough.
However, if they consistently give the client what they want instead of bringing the agencies expertise to the table to enhance their clients work (involving push back) the work can become stale, sales can plateau and eventually that client will find a different agency they can refresh their brand. The best campaigns out there takes a brilliant creative; but, an even smarter account manager that can sell the work and help the client understand why this move is the best for them.
If an account manager is required to show a portfolio of work they sold through to the client, an agency can quickly see if the account manager is simply a yes man or worth their weight.
Account Managers I want to work with sold these ads through:
Target’s Sign of the Times///PMH
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