The Future of Account Management: Navigating Change in a Project-Based World

McCann's recent restructuring has sparked another round of "Is account management dead?" think pieces. Their shift toward project-based delivery and elevated project management roles have industry watchers declaring the end of traditional client service.

But here's what the headlines are missing: this isn't about one discipline replacing another. It's about understanding where each adds distinct value and why the best client relationships need both.

The Reality Behind the Restructuring

McCann isn't unique in their approach. CEO Daryl Lee explained their reasoning: "as AI makes execution cheaper and easier, clients need agencies to provide 'strategic creativity'" while "services that used to be bundled into AOR contracts, from ideation to execution, are now up for grabs as individual projects."

Agencies across the industry are grappling with clients who demand faster turnaround, clearer deliverables, and more transparent processes. Research indicates that 62% of organizations anticipate an increase in project work, while 53% expect to shift toward working in smaller, more agile teams.

Project managers excel at these operational challenges. They bring structure to chaos, ensure deadlines are met, and create the frameworks that keep complex campaigns on track. What they don't do is drive the strategic relationship that determines whether a client stays for two years or twenty.

Where Project Management Excels (And Where It Doesn't)

Project managers are execution experts. They break down complex campaigns into manageable phases, identify dependencies, and ensure resources are allocated efficiently. In an industry where scope creep and missed deadlines can kill client relationships, this operational excellence is non-negotiable.

McCann's CEO noted that project managers "can manage the complexity of 15 projects at a time across very different things," compared to traditional account people who "typically do the same task over time." This efficiency is particularly valuable as AI integration becomes a major trend in project management, allowing teams to handle more complex workloads.

But execution without strategic direction is just expensive busywork. Project managers can tell you how to deliver a campaign. They can't tell you why it matters to the client's business, when to push back on unrealistic requests, or what opportunities exist beyond the current scope. That's where account management becomes indispensable.

The Strategic Value Account Management Still Owns

Great account management operates at a different altitude than project management. While project managers optimize for delivery, account managers optimize for outcomes. They understand the client's business model, competitive landscape, and internal politics well enough to guide strategic decisions.

This shows up in three critical areas:

• Business Development: Account managers identify growth opportunities within existing relationships. They recognize when a client's business shift creates new service needs, when budget becomes available, or when relationship dynamics favour expansion.

• Strategic Navigation: Complex client relationships require someone who can read between the lines of feedback, understand stakeholder motivations, and position recommendations in ways that drive adoption rather than resistance.

• Crisis Management: When campaigns underperform or relationships hit turbulence, account managers provide the strategic thinking and relationship capital needed to navigate toward solutions rather than just damage control.

  
  

What's Actually Dying (And What's Thriving)

The account management getting squeezed out isn't strategic - it's administrative. The role that primarily involved forwarding client emails and scheduling status calls? That's disappearing, and rightfully so today.

As Lee explained about McCann's evolution: "We used to give away a lot in the AOR model. We'd give people proactive ideas, and then get paid for the production. That's, frankly, a bad way to run a business, because [that's] the most valuable thing we do."

What's thriving is account management that operates more like internal consulting. Account management professionals combine deep client knowledge with strategic thinking to drive business outcomes. They're commercially minded, data-informed, and skilled at translating between client needs and agency capabilities.

The Integration Model That Actually Works

The most successful agencies aren't choosing between project management and account management; they're integrating them strategically. Project managers handle the operational excellence that keeps campaigns running smoothly. Account managers focus on the strategic relationships that drive business growth.

This aligns with broader industry trends toward hybrid project methodologies and more flexible team structures. McCann's approach demonstrates this integration: they've "invested in senior client leadership" while also elevating project management capabilities.

This requires clear role definition and mutual respect. Account managers must understand project constraints and respect delivery timelines. Project managers must recognise that their efficiency depends on strategic direction and client alignment.

What This Means for Your Career

If you're an account manager feeling pressure from these industry shifts, use it as motivation to elevate your game (starting by reading more of our articles 😉). The mediocre middle ground where account management was part traffic coordination, part client therapy is disappearing. What clients will always need is someone who understands their business well enough to guide strategic decisions, who has the relationship skills to navigate complex stakeholder dynamics, and who can translate between client needs and agency capabilities.

Focus on developing these capabilities:

• Commercial acumen: Understand your clients' business models and competitive pressures.

• Strategic thinking: Connect individual campaigns to broader business objectives.

• Relationship intelligence: Read stakeholder dynamics and navigate accordingly.

• Data interpretation: Use performance metrics to guide strategic recommendations.

  
  

The Importance of Continuous Learning

In a rapidly changing industry, continuous learning is essential. Staying updated with the latest trends and tools can give you a competitive edge. Consider attending workshops, webinars, and industry conferences. Engaging with peers and experts can also provide valuable insights and networking opportunities.

Embracing Technology in Account Management

Technology is reshaping account management. Tools for project management, data analytics, and customer relationship management (CRM) are becoming indispensable. Familiarity with these tools can enhance your efficiency and effectiveness. Embrace technology to streamline processes and improve client interactions.

Building Stronger Client Relationships

Strong client relationships are built on trust and communication. Regular check-ins, transparent reporting, and proactive problem-solving can strengthen these bonds. Make it a priority to understand your clients' needs and challenges. This understanding will position you as a trusted advisor rather than just a service provider.

In The End

McCann's restructuring isn't killing account management, but it's clarifying what valuable account management actually looks like. The future belongs to professionals who can operate strategically while respecting operational excellence.

Project managers and account managers aren't competing for the same role. They're solving different problems. The agencies that understand this distinction and structure their teams accordingly will build stronger client relationships and more sustainable growth.

The question isn't whether account management has a future. It's whether you're developing the skills to be part of that future.

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