Creative Agency Account Manager Podcast

Welcome to episode 147. In this special compilation episode, Jenny Plant revisits standout moments from her conversations with leading voices in the agency world about how AI is transforming agencies and agency account management. With change accelerating and clients already asking tough questions, this episode brings together practical frameworks, provocative thinking and real-world use cases that can help agency owners and account managers lead the AI conversation rather than follow it.Across five key themes – from industry-wide disruption and agency adoption, to shifts in search, pricing models and client expectations – you’ll hear from strategists, pricing experts, consultants and AI practitioners on what’s working, what’s changing, and what to prioritise next.If you want a sharper perspective on AI’s role in agency growth, this is your starting point.If you’d like to see how ready you are to use AI in your client management role, I’ve put together a free AI readiness quiz. It takes about three to five minutes. You’ll get a tailored report with tips for how to start integrating AI into your workflows for client retention and growth. You can do that here: https://accountmanagementskills.com/ai-account-manager-quiz/

Welcome to episode 146. This episode will be really valuable if you're an agency account manager or an owner working with charities, nonprofits or mission driven brands, or if you're just curious about how the social impact sector operates differently and what account managers can learn from it. Lauren Jones is Senior Director of Client Services at Wide Eye, a digital creative agency for purpose-driven organisations & changemakers, and has spent her entire career in the Nonprofit sector.In this episode, we cover:·         what makes working with nonprofit clients different from for-profit·         why impact, not revenue, is often the most important KPI. ·         how to build and structure an account management function inside an agency. ·         how to shift your agency from project based sort of more transactional work into longer term strategic partnerships.·         practical strategies for measuring and demonstrating impact, often through powerful storytelling rather than just data. ·         Creating a really interesting stakeholder engagement design. ·         coaching clients so they can evangelize about your work internally·         building long-term trust that keeps your account strong and sustainable.  Even if your clients are all commercial brands, then Lauren's advice about strategic thinking, building relationships and aligning with client priorities will definitely resonate.You can connect with Lauren via LinkedIn here: https://www.linkedin.com/in/lauren-m-jones-1b623259 or via her own website: http://lmjones.com/ if you'd like to see how ready you are to use AI in your client management role, I've put together a free AI readiness quiz. It takes about three to five minutes. You'll get a tailored report with tips for how to start integrating AI into your workflows for client retention and growth. You can that here: https://accountmanagementskills.com/ai-account-manager-quiz/  If you want to be alerted to new podcast episodes coming up, hear about tips for account managers and any mini trainings I'm doing, you can also sign up for my weekly newsletter here: https://bit.ly/AMSUpdates

Welcome to episode 145.  This episode is going to be particularly useful if you want to understand how to engage with your client’s marketing procurement department and understand the world through their eyes when selecting an agency to work with.I'm delighted that global marketing procurement consultant, Tina Fegent, has joined me for a second time on the podcast. Tina is a leading expert and pioneer in marketing procurement, with over 30 years of experience shaping the industry. She launched her consultancy in 2006 to help brands unlock greater value from their marketing spend through strategic, commercially focused procurement. Tina has worked with global brands and agencies to drive efficiencies, improve ROI, and foster better client–agency relationships. She is a regular speaker, advisor, and industry commentator, known for advocating collaboration between marketing and procurement. Passionate about innovation and impact, Tina continues to influence best practices and champion the evolving role of procurement in delivering creative and commercial success.Here’s what we covered in this episode:- Why procurement is becoming more important within companies and what that means for agencies- How agencies can make themselves more attractive to companies with in-house procurement- The role of intermediaries in helping clients find new agencies to work with vs direct search- Tina's insights on the shift from agency-of-record relationships to project-based work and what this means for different sized agencies- The current state of AI adoption in marketing – and how to initiate conversations about AI with procurement- How to position “Output-based” pricing to Procurement …and lots more. You can connect with Tina Fegent here on LinkedIn: https://www.linkedin.com/in/tina-fegent-fcips-2103573/If you'd like to assess your “AI readiness for client retention and growth in your agency, you can go to my and take the quiz. It takes 3-5 minutes and you'll receive a report with tips for how you can incorporate AI into your client management workflow. https://accountmanagementskills.com/ai-account-manager-quiz/And if you don't want to miss my news on agency account management, mini trainings, podcast episodes etc sign up to my weekly newsletter here: https://bit.ly/AMSUpdates

Welcome to Episode 144. In this episode, Jenny Plant discusses how account managers can remain indispensable in the face of AI's transformative impact on marketing. She explores the current AI landscape from the perspectives of clients, agency owners, and account managers, introducing her Four P's framework for integrating AI into account management. The episode highlights real-world examples of AI applications, the importance of developing AI skills, and common pitfalls to avoid. Jenny concludes by emphasizing the necessity for account managers to lead the change in their roles as AI continues to evolve.The AI-enabled Account Accelerator is my flagship training and coaching programme that’s designed to help agencies unlock consistent client growth and retention – powered by both proven strategy and smart AI integration. This isn’t just theory. Past participants have seen up to 45% growth in revenue from existing clients.You’ll learn how to:Spot the best opportunities to grow your accounts fasterCatch and fix client issues before they escalateUse AI to prepare for meetings, summarise calls, and personalise commsShare fresh ideas with confidence and keep your clients loyal and happyApply a repeatable, strategic process that your whole team can followWhether you join the 12-week Sprint or the one-year programme, you’ll walk away with practical tools, coaching, and ongoing support. It’s for anyone who is managing client relationships and tasked with retaining and growing the account.The next intake kicks off on 16th September 2025 and we’ve already taken confirmed bookings. Visit the Account Accelerator training page and find out more or book a quick call with me to discuss if it’s the right fit. https://www.accountmanagementskills/account-accelerator

Welcome to episode 143. This episode continues our theme of AI integration into the agency business operations. My guest is Heather Murray, a generative AI expert, Top 5 MarTech influencer globally, international speaker and Founder of AI for Non-Techies (award-winning AI training and learning hub). Regularly featured in Forbes magazine, Heather brings energy and enthusiasm to the world of AI. Her accessible, jargon-free approach helps people overcome confusion, reluctance and fear when it comes to where to start. Heather has formed powerful working partnerships with the likes of Toyota, Mitsubishi and Salesforce, and drove $75m in client pipeline in 2023, all with the help of AI. Passionate about purposeful business, Heather uses 20% of all profits to run grassroots community work with isolated elderly people.Following my AI for client retention and growth webinar in July 2025, I’ve had lots of conversations with agency owners and account managers who are starting to embrace AI in their daily workflows.Here's what we cover in this chat:- Why agency owners don’t need to be tech experts to thrive with AI - How AI can help you deliver more value to clients without burning out the team- The risks of ignoring AI - and how to start experimenting safely and smartlyif you're thinking, "I really need to get serious about using AI in my account management role," then let me tell you about something coming up that could be perfect for you if you’re listening to this before September 16th 2025.The AI-enabled Account Accelerator is my flagship training and coaching programme that’s designed to help agencies unlock consistent client growth and retention - powered by both proven strategy and smart AI integration. This isn’t just theory. Past participants have seen up to 45% growth in revenue from existing clients. You’ll learn how to:✅ Spot the best opportunities to grow your accounts faster✅ Catch and fix client issues before they escalate✅ Use AI to prepare for meetings, summarise calls, and personalise comms✅ Share fresh ideas with confidence and keep your clients loyal and happy✅ Apply a repeatable, strategic process that your whole team can followWhether you join the 12-week Sprint or the one-year programme, you'll walk away with practical tools, coaching, and ongoing support. It’s for anyone who is managing client relationships and tasked with retaining and growing the account.The next intake kicks off on 16th September 2025 and we've already taken confirmed bookings. Head to https://www.accountmanagementskills.com  to find out more or book a quick call with me to discuss if it’s the right fit.

Welcome to Episode 142. I'm chatting with Steve Guberman. With over 25 years in the creative, marketing, advertising, and public relations industry, including a decade spent running and eventually selling his own successful agency, Steve now channels his expertise into coaching agency owners. As the founder of Agency Outsight, Steve helps owners unearth their challenges, define their goals, and conquer them all, enabling them to build and run the agency of their dreams.During this chat, we cover the biggest challenges agency owners are facing today, namely:- pipeline pressures- the impact of AI- the hot topic of niching- why strong account management remains key to the growth and longevity of your client relationships- the powerful impact of humility and empathy in agency leadership- and practical advice on initiating meaningful conversations to re-engage with your clients. You can connect with Steve Guberman via LinkedIn: https://www.linkedin.com/in/agencycoach/  or https://www.linkedin.com/company/agency-outsight/And find more information on the Agency Outsight website: https://www.agencyoutsight.com/   and podcast: https://www.agencyoutsight.com/podcast/You can find more podcast episodes, more details about my account retention and growth training, and subscribe to my newsletter on my website: https://www.accountmanagementskills.com

Welcome to episode 141. I'm chatting to Brett Harned, a consultant, coach, and author with 20+ years of experience leading digital and creative teams. He helps organisations solve people, process, and culture challenges with a strategic, human-centred approach. A longtime voice in the PM community, Brett founded the Digital PM Summit, wrote Project Management for Humans, and shares practical insights at BrettHarned.com.If you've ever wondered whether account management and project management should be separate roles in your agency, or maybe how AI might be reshaping both of these roles, then this episode is packed with insights for you. We talk about: ·         what makes a successful hybrid AM-PM and why it's so hard to find one·         the structure and support needed to make hybrid roles work·         how to start separating AM and PM roles without blowing up your team or your client relationships·         what agencies need to do now to adapt to AI·         the project-based future of our industry·         and why focusing on people not just process or tools is the secret to great project delivery.  If you are currently navigating the complexities of the AM/PM roles in your agency, or you're thinking about making the switch, then why not come and join Brett and I, and David C Baker, for the annual AM and PM seminar in Atlanta on 23rd & 24th September 2025. And, if you want to stay ahead on topics like this and anything to do with client relationship management, agency growth, and the ever-evolving role of AI, then make sure you're signed up to my newsletter, in which I share practical tips, new podcast episodes, updates and mini trainings. Visit my website to subscribe and there you’ll also find my AI-readiness quiz. https://www.accountmanagementskills.com

Welcome to episode 140, with Laura Smales, Client Services Director at Creative search marketing agency, Rise At Seven.This episode is going to be particularly interesting if you are a CSD in an agency and curious how another one operates.Here’s what we covered in this episode:How Rise at Seven differentiates themselves from other agenciesWhy Laura and her client service team prioritise solving the client’s biggest business challenge and how her team works with their internal craft and strategy teamLaura also shares how the agency won over global clients and have extended their global footprint beyond the UK market to Europe and the USA walk through their proprietary AI-driven methodologies and tools they use to help get clients the demand or discoverability they wantLaura’s practical tips for what makes a superb account manager in this AI-driven world and how to build trust and relationship stickiness with your clientsDo reach out to her on LinkedIn, if you’re keen to learn more about how Rise At Seven is shaping global agency-client partnerships. https://www.linkedin.com/in/laura-smales-0a053650/And if you're curious about how AI can support account managers not only in retaining clients but also in growing global accounts – don’t miss my upcoming live webinar on 10th July 2025. You can register here: https://us02web.zoom.us/meeting/register/HqfuUMsbSDu_qKpnhZhlEg

Welcome to episode 139. My guest is Blair Enns - a globally recognised author, speaker and the founder of Win Without Pitching, a sales training company that has transformed how creative professionals position and sell their expertiseBlair is the author of three books;o   The Win Without Pitching Manifesto, a rallying cry for creative agencies to stop giving away their thinking for free.o   Pricing Creativity, a guide to pricing your work based on value, not hours.o   And now, his latest book - The Four Conversations a model for selling expertiseIf you’ve ever felt stuck in the sales process, unsure how to talk about money, or like you’re chasing clients instead of leading them - this episode is for you.You can connect with Blair Enns here: LinkedIn: https://www.linkedin.com/in/blairenns/Website: http://www.winwithoutpitching.com/Books: https://www.amazon.co.uk/Books-Blair-Enns/s?rh=n%3A266239%2Cp_27%3ABlair%2BEnns

Welcome to episode 138. If you’re managing client relationships - or leading others who do - this episode is packed with practical advice. I’m joined by David C. Baker, widely regarded as "the expert's expert" in the marketing agency world. David has advised over 1,000 entrepreneurial experts through his consulting firm, Punctuation, which he founded back in 1994. He's the author of 7 books, including the influential "The Business of Expertise" and "Secret Tradecraft of Elite Advisors," and his latest book “Selling your professional services firm”. His insights have been featured in The New York Times, Wall Street Journal and numerous other publications. As the co-host of the popular "2Bobs" podcast, David regularly shares his expertise on agency management. With decades of experience working with marketing services firms, David brings unparalleled insights into the nuanced relationship between account management and project management - which makes him the perfect guest as we prepare for the third annual Account and Project Management event in Atlanta in September 2025.Here’s just a handful of the things we covered:• Why growing the account is the primary role of an account manager - and why order-taking isn’t enough (particularly now)• The healthy tension that needs to exist between AMs and PMs - and what happens when one person does both• Why strong account managers read the room - not just run the meeting• How to lead clients without being pushy - and why honesty is your best sales strategy• Practical tips for handovers, managing workload, and setting account managers up for success• And why account managers can - and should - lead the AI conversation within the agencyDavid also shares thoughts on leadership, compensation, and the future of AM in an AI-driven world. If this conversation sparked ideas for how you can grow your client relationships, lead more confidently, and future-proof your role - then imagine what could happen if you gave yourself two days completely focused on it.Join us in Atlanta this 23rd and 24th of September for the AM/PM Conference - the only event created specifically for agency account and project managers.This isn’t just another conference. It’s where you’ll:• Surround yourself with people who get it - fellow AMs and PMs facing the same pressures and expectations you are• Learn practical strategies to retain and grow client accounts, manage tricky situations, and improve delivery - without burning out• Discover exactly how other agencies are using AI to work smarter, automate the boring stuff, and deliver faster, better outcomes• Leave with fresh tools, frameworks, and real-world examples you can put into practice the very next dayI’ll be there, David C. Baker will be there, and we’re also joined by Brett Harned - founder of the Digital PM Summit and author of Project Management for Humans.If you’re serious about growing your career and elevating your role - this is where it happens.Visit https://www.punctuation.com for all the details and to grab your spot.