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What is a strategic account management in advertising agency?

completing pieces by two people

“A strategic account manager who is always asked to stay by the client” should be the actual title of this article.


Who is a Strategic Account Manager at Advertising or Marketing Agencies?

A strategic account manager in advertising or marketing agencies plays a crucial role in building and maintaining strong relationships with key clients. They are tasked with understanding the client's business, goals, and industry trends to develop tailored advertising strategies. Their role is multifaceted and involves several key responsibilities and skills:


Let’s start to look at with the typical job descriptions of an advertising account manager.

Client Relationship Management:

  • Serve as the primary point of contact between the agency and clients.
  • Maintain strong relationships with clients to understand their needs, objectives, and expectations.

Project Management:

  • Oversee and coordinate all aspects of client projects from inception to completion.
  • Ensure that projects are delivered on time, within budget, and meet the clients' requirements.

Strategic Planning:

  • Work with clients to develop and implement effective advertising strategies.
  • Provide insights and recommendations based on market trends, competitor analysis, and client goals.


  • Communicate client briefs and requirements clearly to the creative and production teams.
  • Ensure that all stakeholders are kept informed about project progress and any changes in scope.

Budget Management:

  • Prepare and manage budgets for client projects.
  • Monitor project costs and ensure financial efficiency.

Campaign Execution:

  • Coordinate the development and execution of advertising campaigns, including media planning, creative development, and production.
  • Oversee the creation of marketing materials such as advertisements, social media content, and promotional materials.

Performance Analysis:

  • Track and analyze the performance of advertising campaigns using various metrics and analytics tools.
  • Prepare reports and presentations to showcase campaign results to clients.

Problem Solving:

  • Address and resolve any issues or challenges that arise during the project lifecycle.
  • Proactively manage client expectations and ensure client satisfaction.

Team Collaboration:

  • Work closely with creative, media, and production teams to ensure seamless execution of campaigns.
  • Foster a collaborative environment to achieve the best outcomes for clients.

Business Development:

  • Identify opportunities for account growth and new business within existing client relationships.
  • Participate in pitching and securing new clients for the agency.

By analysis Ing the requirements, it is found to be involved with 5 major skills!

  • Managing projects professionally
  • Understanding the whole & latest Marketing Strategy to do the planning 
  • Budget Management involves with basic financing skills
  • Not being a professional analyst but need to know to understand & analysis the data from your marketing campaigns, always on top of the landscape and able to do the data-enterpretation for the clients.
  • Sales as it’s always the duty of an account manager to do business development, selling and even upselling or cross-selling.

Account Manager Meme

Basically, at the end of the day, account management is way more than client servicing, and this makes the account people to excel in their career, yet they are constantly facing significant challenges. They are responsible for nurturing client relationships, which are crucial for their career growth so that they maintain the relationship to make sales efficiently. 

Negotiating skills - inside out

Simultaneously, they must ensure that their agency's work is profitable while making the sale and thus, high negotiable skill is another important skill of an account manager.  They also collaborate closely with cross-functional teams to ensure that anything that is delivered by their hands is good. Avoid to not being an order taker in any task or any action they do is an essential habit for the smooth work operation. 

While they don't need to win over every creative director, it's beneficial to maintain good relationships with them to avoid unnecessary difficulties. Nothing is hurt to “stay flexible and having bigger heart” to engage with anyone in the cross-functional team as of being an account person.


Ultimately, it is normal to encounter difficulties while starting your career in any job but the resilience to follow the best account practices continuously will make you achieve your goal. The knowledge and wisdom are not achieved by day and thus, it is very important to learn from seniors and also upskilling trainings.