How Account Management Was Reborn
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Wanted: Executive experienced in data, digital, social, search, media, creative, PR, events, shopper marketing, programmatic, mobile, print and outdoor. The ability to simultaneously and efficiently handle up to dozens of stakeholders (often with competing interests) a must. Successful candidate is skilled at managing up, managing down and balancing a P&L. Old-school thinkers need not apply.
This would be, if he or she existed, the job description for the perfect account management executive today, a species whose archetype has died and been reborn, albeit with a new set of required skills.
Account managers, as they were long known, were gradually culled over the last 10 to 15 years, according to observers, with cuts reaching their height during the recession. Any hiring during the recession, and even after, was largely in relation to tech-savvier disciplines as the demand for digital creative and media grew.
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