The Three Types of Account Management in Marketing Agencies

Account management within marketing agencies is a complex and multifaceted discipline, often varying significantly depending on the agency’s focus. Broadly speaking, account management can be categorised into three distinct routes: sales-focused account management, project management account management, and a blended approach that combines elements of both.

Sales-focused account management is heavily oriented towards business development. This type of role prioritises building client relationships, identifying new business opportunities, securing proposals, and growing both new and existing accounts. Account managers in this capacity are the agency’s frontline for revenue growth, always seeking to align client needs with agency services in a way that benefits both parties.

Conversely, project management-focused account management revolves around overseeing the execution of marketing campaigns and strategies. This role often involves leading internal and external teams, managing budgets and deadlines, coordinating sign-off processes with clients, and ensuring campaigns meet key performance indicators (KPIs). They navigate waterfall, agile, or retainer methodologies, ensuring that the tracking of profitability is paramount. These types of effective account managers confidently navigate Master Service Agreements (MSAs) and Statements of Work (SOWs), ensuring every project remains on budget and delivers value for both the client and the agency. And so, these account managers act as the linchpin for delivering campaigns, ensuring every element runs smoothly and aligns with client objectives, while driving successful outcomes and maintaining healthy, sustainable client relationships.

In my experience, the most effective account managers adopt a blended approach. By combining the business acumen of a sales-focused role with the organisational rigour of project management, account managers can truly excel. They become the critical bridge between the client and the agency—facilitating not just the delivery of exceptional work but also the growth of long-term partnerships.

The Blended Approach in Action: A Case Study on The Wharf

A prime example of the power of this blended approach is my work on Anchor’s development, The Wharf. Tasked with project managing a four-month brand awareness campaign culminating in an Open Day event on 30th October, I was presented with an ambitious goal: to secure 60 qualified launch event attendees. Through meticulous planning, careful coordination across teams, and a tailored paid media strategy, the campaign surpassed expectations—delivering 120 sign-ups, so many that a second event was added on the same day to accommodate demand.

Under my leadership, the campaign achieved remarkable results. We generated 198 digital paid media conversions, 318 CRM leads, and a combined reach of 4,863,127 people across all channels. Additionally, I managed the delivery of numerous formats, including print media, direct mail, digital campaigns, audio, and out-of-home (OOH) placements. Each format was executed with precision and aligned with Anchor’s broader objectives. With 12,986 ad clicks recorded, the campaign reflected both the reach and engagement of our strategy.

Beyond delivering strong metrics, I ensured the campaign’s seamless execution by taking responsibility for creative design, commercials, billing, and contractual elements. I worked closely with Anchor throughout, aligning every component with their vision and addressing challenges as they arose. This hands-on approach ensured the campaign not only delivered on its objectives but also captured the unique essence of Anchor’s brand.

Why the Blended Approach Matters

The blended approach to account management is, in my view, the gold standard. By incorporating the strategic

focus of sales-oriented account management with the precision of project management—and layering on a deep understanding of business commercials—account managers can deliver campaigns that not only achieve measurable success but also foster long-lasting client relationships.

This hands-on approach allows account managers to dive deep into the details of working relationships, ensuring methodologies are appropriately applied, project success is consistently tracked, and profitability is carefully monitored. By mastering these elements, account managers can create a seamless client experience while driving agency growth.

In an industry where trust and results are paramount, the blended approach ensures account managers remain agile, effective, and indispensable. It’s not just about delivering campaigns—it’s about delivering value.

Harry Gandolfi-Miller is an experienced account manager passionate about delivering exceptional results for clients through a blend of strategic growth and operational excellence.