Once upon a time, account managers were the kings and queens of advertising. In the Mad Men era, they orchestrated every piece of a campaign—strategy, creativity, production, media, and PR—into a seamless, culture-shaping narrative. They weren’t just managers; they were visionaries who understood their client’s business deeply, anticipated needs before they arose, and ensured every moving part came together flawlessly.
But somewhere along the way, the role got smaller. The rise of specialisation fractured agencies into silos—creative shops, media buyers, PR firms, and digital specialists—each excelling in their specific lane. Account managers became coordinators of parts rather than conductors of the whole. The strategic perspective they once held gave way to a more functional, transactional role, and the power to shape big-picture narratives slipped through their fingers.
Then came social media, a game-changer that didn’t just add a channel but redefined the rules of brand interaction. Suddenly, brands needed to be always-on, engaging in real time, adapting to trends, and responding to crises within hours. Social media didn’t just complicate the game—it multiplied the players: community managers, social strategists, content analysts, and platform-specific creative teams.
Account managers found themselves juggling more pieces than ever, yet with less control. What used to be a linear campaign cycle turned into a 24/7 operation where long-term strategy and short-term engagement had to coexist. The fragmentation was complete, and the role of the account manager as the ultimate orchestrator seemed like a relic of the past.
But the story doesn’t end there. The same technology that disrupted the industry is now offering a way to bring it back together. Artificial intelligence is empowering account managers to reclaim their place as orchestrators—not just of campaigns, but of entire ecosystems.
With AI, account managers can track the ripple effects of a viral social moment on paid media, measure how a PR story shifts consumer sentiment, and monitor how creative content performs across platforms. They can see how campaigns and always-on content intersect, ensuring that the urgency of the moment aligns with the brand’s long-term strategy.
AI doesn’t just automate; it empowers. It provides clarity in a fragmented landscape, allowing account managers to bridge silos and bring alignment across creative, media, PR, and social. It transforms data into actionable insights, enabling them to make smarter decisions, faster. But most importantly, it gives account managers the ability to reconnect the dots, ensuring that every touchpoint—from a tweet to a TV spot—works toward a unified brand vision.
Yet, AI is only as good as the people using it. The modern account manager must evolve. It’s no longer enough to be a liaison or project manager. Today’s account manager is a strategic leader—fluent in data, adept at balancing real-time responsiveness with long-term thinking, and capable of keeping the brand’s voice consistent and authentic in a chaotic, noisy world.
But here’s the provocation: Can account managers rise to this challenge? Or will they remain stuck in the transactional rut that the industry has created for them? The tools are here, but tools alone don’t change the game—mindsets do.
Reclaiming the role of orchestrator requires more than technology. It demands a willingness to push back against the fragmentation of the industry and the siloed thinking that has limited the role. It requires account managers to step up as the unifying force that brands so desperately need. To do this, they must embrace complexity without losing sight of simplicity, leverage data without losing the human touch, and say no to the status quo in favor of smarter, more strategic ways of working.
The stakes have never been higher. Brands today are judged not just by their campaigns but by the connections they foster. Consumers expect consistency, empathy, and authenticity—across every touchpoint, every time. In this environment, the account manager isn’t just a nice-to-have; they are indispensable. They ensure that amidst the chaos of technology and specialization, brands remain cohesive, relatable, and impactful.
This is the new era of account management. It’s no longer about delivering campaigns; it’s about orchestrating ecosystems. It’s about bringing together creative brilliance, media precision, social agility, and PR savvy into a harmonious whole.
The question isn’t whether account managers can adapt—it’s whether they will seize this moment to lead. The spirit of the Mad Men-era orchestrator isn’t gone; it’s waiting to be revived, reimagined, and made even stronger with the power of AI. The tools are here, the need is clear, and the opportunity is enormous.
By Jad El Rabahi, Manager Director, Impact BBDO – UAE
