I dare say most advertising and marketing students, upon entering their courses, don’t dream of becoming account managers. In fact, they might not even know what the role really entails. Their aspirations are likely centered around the creative side—working with Photoshop or filming commercials. This distorted perception of agency life once occupied a penthouse suite in my own pre-university mindset.
I must admit it took me a while to decide which path to follow. I eventually fell in love with account management during my internship—it was a natural process where I discovered my ability to communicate ideas effectively. Seeing those ideas come to life in real projects was thrilling. I contributed. I connected. My efforts were reflected in the results.
But is that all account management is about—transmitting what’s passed along? For some professionals, yes. But for us at Ideatore? Definitely not.
What We Believe
At Ideatore, our account managers are Account Executives, a title that reflects their strategic, analytical approach and their focus on developing new opportunities (upselling). Our team is fully immersed in the client’s culture and market, which enables them to contribute ideas, suggestions, critiques, and questions—not just during the briefing process but throughout every stage of the project. Collaboration with other departments is a cornerstone of our approach, as we value fresh perspectives and innovative actions, all guided by what will drive the best results.
The Link Between Agency and Client
Writing briefs, attending meetings, and chasing approvals are only a small part of a strategic account manager’s day. They need to understand the client’s needs, anticipate demands, and manage expectations to ensure everyone involved stays aligned.
And there’s more: this role extends far beyond operational tasks. By combining empathy and proactivity, account managers become true bridges between the agency and the client.
Empathy allows them to step into the client’s shoes and deeply understand their needs, pain points, and challenges. This immersion builds a lasting relationship of trust (here at ID, we say we’re an “Agency for life”). Meanwhile, a proactive attitude enables account managers to anticipate potential problems and offer solutions before the client or even a colleague identifies them.
A Win-Win Approach
Picture an experienced navigator steering a ship through open seas. Instead of fearing waves and storms, they use shifting winds and unexpected challenges as opportunities to adjust their course, keeping the ship steady and on the right path. Their skill not only ensures the ship reaches its destination safely but also reassures everyone on board, as they leverage the forces of nature to their advantage.
The same applies to account management. The account manager is the person who transforms challenges into opportunities and builds a trusted partnership, ensuring the client is always well-supported and a step ahead of competitors. With such a professional on board, significant results are guaranteed—for the client, the agency, and their own career.
Stagnation? Never!
In a constantly evolving market, it’s essential for account managers to grow and adapt, maintaining a strategic and up-to-date approach. Merely transmitting briefs or executing basic tasks isn’t enough. The real differentiator lies in staying ahead of trends, developing a critical eye, and building strong relationships that drive results for both the client and the agency. Staying informed and engaged is what secures the account manager’s role as a strategic partner capable of delivering transformative experiences for clients.
So, is your team truly guiding the client toward success, or are they still navigating shallow waters?
*Isabella Airão is Team Owner at Ideatore Americas.