The New Account Management Trends for the Next 12 Months: A Role in Transition
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The New Account Management Trends for the Next 12 Months: A Role in Transition
Client expectations of agencies have spiked. They want stronger leadership, deeper strategic thinking, more integrated activation, and tangible business impact – agency account managers are the linchpin.
Based on Mirren’s ongoing agency research, this session will outline key...
The New Account Management Trends for the Next 12 Months: A Role in Transition
Client expectations of agencies have spiked. They want stronger leadership, deeper strategic thinking, more integrated activation, and tangible business impact – agency account managers are the linchpin.
Based on Mirren’s ongoing agency research, this session will outline key trends impacting the role of account management right now and ahead into 2024. Learn new insight into:
- New client expectations for this role
- The four key gaps that must be addressed
- Leveraging the current strengths most important to clients
- How the role of account management will continue to shift in its focus
- What’s expected ahead for how clients will be treating agencies (more bad behavior?)
- Improvements account teams believe their agencies need to make
Ultimately, we’ll outline a set of implications that will help you improve the value of this critical agency function.
Training Materials
Following the session, you will be provided with one week of recording access.
Who Should Attend
This session is designed for agency management, client services directors, and those who manage clients. HR will also find the session insightful.
Instructors
Sharon Honjiyo
Director, Agency Growth Strategy
Sharon is Director, Agency Growth Strategy at Mirren, a firm that specializes inorganic growth and new business training for agencies in digital, PR, advertising, media, experiential and more. Each year, more than 700 agencies participate in Mirren’s annual conference, training programs and webinars(www.mirren.com). Their team has trained CEOs and their senior management teams in every region around the world.
Sharon brings senior experience on both the client and agency-side. Having managed roster agencies and run competitive reviews–in addition to running accounts and RFPs at her agencies–she provides tremendous insight in her training.
At Mirren, she empowers agency teams by training on client acquisition, retention and growth. Achieving this, however, requires becoming a more proactive, strategic business partner. In fact, she believes there are many untapped revenue opportunities for agencies.“As a client, I regularly experienced my agencies missing many of our strategic needs that would have resulted insignificant additional work.”
Sharon spent a good portion of her career leading account management and strategy at a number of agencies, including DDB, HL2 and Hornall Anderson Design. She was instrumental in leading client relationship training, organic growth and numerous new business pitches.Prior to joining Mirren, she led the brand marketing team at Holland America Line, a premium cruise line within Carnival Corporation–the world’s largest leisure travel company.
Originally from the San Francisco Bay Area, Sharon currently lives in Seattle with her husband.
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