KAMs: a shift in the centre of gravity?

With trade funding growing to some 20% of sales revenue, often at the expense of above-the-line budgets, Brian Moore, managing director of EMR-NAMNEWS, debates the increasing influence of key account managers (KAM) - and asks: are they more important than brand managers? Their vital links with sophisticated retailers, who are in a position to know a great deal about consumers and put pressure on manufacturers, mean that KAMs will wield more power over budget decisions in the future.

KAMs: a shift in the centre of gravity?

Brian Moore

With the growth in trade funding from 5% to 20% of sales in the past 20 years, possibly at a cost to above-the-line budgets in a zero-sum game, it is perhaps useful to explore the possibility that an equivalent...