The Future of Account Management examines: the urgent need for change within the discipline that has been made even more immediate by COVID-19; the risks of account management being squeezed out of the business; the sense that account management has lost its focus and definition of its role to both clients and procurement; and the core skills and qualities of effective account managers.
The research was carried out by strategic brand consultancy Hall & Partners who interviewed over 30 client and agency leads for their views and recommendations.