Warriors of the Marketplace

Account managers' prime responsibility is to build and maintain strong relationships. They must also, according to six agency CEOs/Presidents, be able to: apply the three word mantra 'ads, revenue, people'; disrupt old patterns and do things differently; know when to say 'No' to clients; orchestrate the different forces together; balance all the disciplines; and be familiar with the proliferation of choices, from the Internet to database marketing.

Warriors of the Marketplace

They're cool under fire, focused on the mission – a touch of invincibility can't hurt

Thom Forbes

With accounts churning, clients merging, corporations purging and a new management fad popping up every publishing season, it is reassuring to discover that at least one verity remains fixed: An account manager's prime responsibility is to build and maintain strong relationships.

But the ability to nurture people – both externally and internally – is just the starting point for successful account managers, according to six agency CEOs and presidents, who themselves rose through the ranks on the account side....

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