by Samir Shanbhag, brand partner, Rain Creative
What’s in a name? A rose by any other name would smell just as sweet, wrote Shakespeare.
But when it comes to an agency role, I think the nomenclature makes a big difference.
Account management implies coordination and admin of tasks related to the account. It is about creating a job list and coordinating efforts to get them done in a timely manner. It is not about spotting opportunities but about finishing a job at hand. The term ‘management’ suggests that the function is active but not action oriented. Is this aspirational enough?
Account development, on the other hand, is a set of initiatives and ideas that help improv
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