Good agency account people know enough about advertising, planning, media, direct marketing, promotions, PR, and events to be dangerous. The really good ones think of themselves as “generalists.” They objectively solve their clients’ problems, lead integrated teams, and facilitate process to get to great work.
But that’s not enough anymore. I look around and see increased scrutiny of marketing and a way more complicated set of tools. I see social media continuing to usher in opportunity along with transparency and risk. I am also seeing the customer experience — touched by many parts of an organization — contributing more to brand differentiation than it ever has before. And then there is the fact that everyone knows how to do marketing and wants a piece of the action.
When I connect those observations to my own experience, I see a significant upside for account teams who complement their creative marketing experience with a practical understanding of organizations. That additional knowledge will make it much easier for them to bring individuals and teams together around ideas that will drive their clients’ businesses forward.
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