Creative Agency Account Manager Podcast

• What your client’s Procurement team wants: insights and strategies, with Tina Fegent

  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

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• 4Ps of AI-enabled account management, with Jenny Plant

  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 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 follow Whether 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

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• Practical AI for Non-Techie Agency Leaders, with Heather Murray

  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 smartly if 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 follow Whether 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.

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• Mastering agency niching: How to boost your pipeline and navigate AI, with Steve Guberman

  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

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• The Case for Splitting Account Management & Project Management, with Brett Harned

  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 going to be 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

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