Podcast
Creative Agency Account Manager Podcast
Hosted by Jenny Plant - Account Management Skills Ltd · EN
This podcast is for you if you are managing day to day client relationships in a creative agency. The aim of the podcast is to share insights and tips to help you add more value to the client's business, strengthen your relationships with your clients, develop your skills in account management and grow your agency's business.
11episodes
Episodes
Newest firstAll episodes
Why agencies must redesign their value model, with Brian Kessman
2w ago00:46:28Tap to summarizeWelcome to episode 164. This episode is going to be particularly useful if you’re thinking about how agencies can stay profitable and relevant as AI reshapes the way work is delivered and valued.Brian Kessman, Founder and Principal Consultant at Lodestar Agency Consulting, joins me to talk about why the traditional agency model is under so much pressure, what it really means to move from selling hours to selling solutions and outcomes, and how agencies can start packaging their expertise in a more scalable way.Lodestar helps CEOs and CFOs of independent agencies, multinational networks, and holding companies redesign their value models - the commercial system that connects how they define, package, deliver, and price their expertise using solutions and outcomes, not hours and headcount.Brian and I also talk about pricing, procurement, productised offers, and why so much strategic value is often being given away without agencies even realising it.There’s a lot in this conversation for agency owners and client-facing teams alike. You can connect with Brian here:https://www.linkedin.com/in/briankessman/https://www.lodestaragencyconsulting.com/https://www.lodestaragencyconsulting.com/agency-model-mapVoxComm's Redesigning the Agency Value Model: https://voxcomm.org/wp-content/uploads/2026/03/Redesigning-the-agency-value-model.pdfIPA Pricing Playbook: https://ipa.co.uk/knowledge/publications-reports/the-ipa-pricing-playbook/And, if you’d like to stay updated with changes in the agency world as they relate to account management, client retention and growth, or speak to me about training options for your team, head over to https://www.accountmanagementskills.com
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The Embedded Agency model: A different way to support clients, with Neil Follett
4w ago00:51:58Tap to summarizeWelcome to episode 163. If you’ve been thinking about how the agency business model is evolving, and what clients are looking for from their agency partners now, this conversation might spark some ideas about how to work with clients differently.I'm talking to President and Founder of Broadview Labs, Neil Follett. Broadview Labs is a creative agency focused on life sciences, currently powering the hybrid studio for a leading US Pharma agency. Neil is a serial entrepreneur who has build and sold a creative agency as well as an events business. He thrives on creating business that create value for clients and provide dynamic environments within which individuals can flourish. And he helps people and brands meet their full potential.In this episode, Neil shares his journey of creating an embedded agency structure for one client. He talks to me about how the opportunity came about, how it works in practice and how to move beyond being seen simply as a resource.We also touch on AI and where it may genuinely add value, rather than simply helping agencies do the same work quicker.You can contact and connect with Neil here:https://www.linkedin.com/in/neilfollett/https://www.broadviewlabs.caIf you’d like to be kept updated with changes in the agency world as they relate to the account management role, or speak to me about client retention and growth training options, go to my website at https://www.accountmanagementskills.com
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Rethinking agency operations for AI adoption, with Emily Hatton
Apr 2800:52:10Tap to summarizeWelcome to episode 162. If your agency is experimenting with AI, buying new tools and still feeling like not much has really changed operationally, you're not actually imagining it. That is exactly what this episode gets into. I'm chatting with Emily Hatton, a Business Operations Consultant and the founder of AI in Agencies, where she helps agencies turn AI from scattered experiments into structured, profitable ways of working. After years supporting service businesses with operations, capacity planning and profitability, Emily saw a growing gap: agencies were adopting AI tools quickly, but their operating models hadn’t caught up. Today, she works with agency founders and leadership teams to integrate AI into workflows, resourcing, pricing and delivery — helping teams save time, improve margins and get more value from the tools they already pay for. Her work focuses on practical implementation, not hype, and on helping agencies build sustainable AI capability inside their teams.In this conversation, Emily and I talk about why AI adoption so often becomes a bit chaotic inside the agency. Different teams using different tools, no real ownership and not enough measurement of whether any of it is actually saving time or improving the work. We also get into why the smarter starting point is actually to look at your processes and workflows, not the latest tool that you can get, but how to get more from the actual tools you're already using, your tech stack. And finally, we talk about governance, client trust, pricing pressure, and what agencies need to sort out now if they want to stay commercially relevant. If AI in your agency currently feels a little bit messy, a bit exciting, but also a bit overwhelming all at the same time, then this one is for you. You can contact and connect with Emily here:www.linkedin.com/in/emily-hattonhttps://aiinagencies.com/How AI-ready is your account management team? Find out in 3 minutes with our free quiz - and discover where your biggest growth opportunities lie:https://www.accountmanagementskills.com/ai-readiness-quiz
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What Makes Your Agency Valuable When Everyone Has AI?, with Eloise Todd
Apr 1401:06:47Tap to summarizeWelcome to episode 161. In this episode, we’re talking about what it really means to move from “getting stuff done” to becoming a genuinely strategic partner.I'm chatting with Eloise (Ellie) Todd, Account Director at strategicabm, who support B2B SaaS and Tech clients in building successful and scalable ABM programs.. Ellie loves building relationships with clients and helping ABM programs grow and succeed.Ellie shares how account-based marketing actually works in the real world — not the textbook version — and why getting sales and marketing aligned can make or break results.We also get into something I know a lot of you are thinking about… AI. Specifically, what happens when an agency codifies its expertise and builds its own tool rather than just using ChatGPT to write emails.And we talk about something I bang on about a lot - building relationships across multiple stakeholders inside your client’s organisation so you’re not exposed when your main contact leaves. (Because let’s be honest… that happens.)If you’re wondering how to add more value beyond deliverables, and protect your accounts at the same time, this conversation will get you thinking.A few things really stood out for me.1. Value doesn’t just come from what you deliver. Sometimes the biggest difference you make is getting your client’s internal teams aligned. That’s not fluffy. That’s commercial.2. Your IP matters. In a world where everyone has access to AI, what makes you different is your thinking, your frameworks, your experience. If you don’t package that up, someone else will.3. Stay curious. Ask better questions. Challenge gently. Feed insight back into your agency. That’s how you move from order-taker to trusted adviser.You can connect with Eloise Todd here: https://www.linkedin.com/in/eloisetodd/Resources mentioned:ABM Mastery — strategicabm's suite of training programmes teaching AI use at each stage of ABM — https://www.strategicabm.comIf you’d like to stay updated with shifts in the agency world as they relate to the account management role , or if you’d like to talk to me about client retention and growth training for your team, head over to https://www.accountmanagementskills.comAnd if you haven’t already, take the AI readiness quiz whilst you’re there. It takes a few minutes and it might highlight a few gaps you didn’t realise were there.
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How account managers build real client trust, with Charles H Green
Mar 3100:46:13Tap to summarizeWelcome to episode 160. We’re diving into one of the most important topics in client relationships: trust, with Charles H. Green - an author, speaker and world expert on trust-based relationships and sales in complex businesses. Founder and former CEO of Trusted Advisor Associates, he is author of Trust-based Selling, and co-author of The Trusted Advisor and the Trusted Advisor Fieldbook. Charles spent 20 years in management consulting. He has a BA in philosophy (Columbia), and an MBA (Harvard). We explore what really drives trustworthiness, why listening is your most powerful tool as an account manager, how to build credibility without overcompensating, and why authentic relationships will only become more valuable in an AI-driven world.There are some brilliant, practical insights in this one. My biggest takeaways? Trust is built far beyond credentials, listening is your superpower, and in a world of AI and automation, genuine human connection is only becoming more valuable.You can connect with Charles H Green here:LinkedIn: www.linkedin.com/in/charleshgreenWebsite: http://trustedadvisor.comTrusted Advisor test: https://trustedadvisor.com/build-trust/how-trustworthy-are-youIf you’d like to stay up to date with the latest thinking, tools and trends in account management, you can sign up for my weekly newsletter at https://www.accountmanagementskills.com
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Win the room: How to prep for presentations, with Martin Barnes
Mar 1700:51:40Tap to summarizeWelcome to Episode 159. If you’ve ever walked into a client meeting (or a pitch… or a QBR… or onto a stage) and thought, “I’ve got so much to cover - how do I say it without losing people?” - you’re going to love this one.I'm joined by Martin Barnes, Founder of 8 Seconds 2 Connect and Leadership Communication expert. Martin help leaders communicate at the moments that matter. When a big idea needs to land, shift a room, or spark momentum. His background spans 25 years in design, advertising, and film across the UK and China. He's pitched to Hollywood producers, coached C-suite teams at Mercedes, ByteDance, VW, and Cartier, and helped founders raise millions and step onto TEDx stages.In this episode, Martin and I talk about why stories build trust faster than “look how much I know” - and how to share your expertise without sounding like you’re selling, name-dropping, or talking about yourself too much.We also get into the “data dump” problem: what to do when you’ve got loads of information, but you want the room to actually listen. And Martin shares a really practical way to prepare for presentations, especially if you get nervous, using voice notes and repetition so it feels less scary and more familiar.You can connect with Martin here:https://www.linkedin.com/in/martinbarnespresentations/If you’d like to be kept updated with shifts in the agency world as they relate to the account management role, or you’d like to speak to me about client retention and growth training options, head to https://www.accountmanagementskills.comYou can also sign up to my newsletter there, and you’ll find the AI readiness quiz too.
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Why the agency model is in decline and how independents can win, with Michael Farmer
Mar 400:52:28Tap to summarizeWelcome to episode 158. I’m joined again by Michael Farmer to unpack what’s really going on in the agency world right now - and what it means for you if you’re running an agency, leading clients, or working in account management.Michael Farmer is Chairman and Chief Executive Officer of Farmer & Company LLC, a New York based strategy consulting firm for major advertisers and their creative and media agencies. He also serves as Professor of Branding and Integrated Communications at The City College of New York (CCNY). He's the author of Madison Avenue Manslaughter, an inside view of fee-cutting clients, profit-hungry owners and declining ad agencies (3rd Edition 2019), and Madison Avenue Makeover: the transformation of Huge and the redefinition of the ad agency business (2023). He has completed a new book, Madison Avenue Revisited, to be published in June 2026.Here’s what we get into:- Why Michael’s new book Madison Avenue Revisited is a sharper, more hard-hitting update on what’s driving agency decline — especially the impact of holding company decisions.- What the current wave of M&A and cost-cutting signals for agency capability, talent, and client outcomes - including the knock-on effects for senior experience in an AI era.- Why independent agencies could be entering a genuine opportunity window — and how “productising” services and focusing on measurable growth can change the game.- And a brilliant reframing for account managers: why you should stop thinking like a logistics coordinator and start operating like a management consultant to your clients.It’s one of those episodes that really challenges how we think about the agency business model.Here are a few key takeaways :- Agency success can’t just be about delivering output cheaply — the real opportunity is in linking your work to client growth and outcomes.- The industry’s talent shape is getting distorted: AI may remove more junior execution work, but it raises the need for experienced people who can direct, judge, and advise.- Independent agencies have a chance to differentiate by being explicit about what they stand for — not “low cost,” but “we help you grow, and we’ll prove it.”- And for account managers: you’ll be far more valuable when you bring data, insight, and a point of view — not just project updates and deadlines.You can keep with Michael Farmer here:http://linkedin.com/in/michaelfarmerwww.farmerandco.comMadison Avenue Revisited: https://amzn.eu/d/07SX5rrIMadison Avenue Makeover: https://amzn.eu/d/0je8R4FAMadison Avenue Manslaughter: https://amzn.eu/d/09U5HbiNIf you’d like to be kept updated with shifts in the agency world as it relates to the account management role - or you’d like to talk to me about client retention and growth training options - head to my website https://www.accountmanagementskills.comYou can also sign up to my newsletter there so you don’t miss new episodes, mini-trainings, and what I’m seeing in the market.
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AI Adoption in Pharma & MedComms: 2026 update, with Jonathan Gwillim & Kate Eversole
Feb 1100:57:50Tap to summarizeWelcome to Episode 157. I've got two returning guests to the show, Kate Eversole (Event Director) and Jonathan Gwillim (Co-Founder) from PharmaBrands. They provide world-class education, support, inspiration and experiences for one of the most challenging and important communication environments there is, healthcare marketing. They bring pharma teams and their agencies together through events and meetups designed specifically to help people thrive in the age of AI. In this episode, we talk about the shift from last year’s podcast episode where we were talking all about prompting, to what's relevant in March 2026, the big focus on AI agents. Kate and Jon also share what's happening inside pharma with approved tools like Microsoft Copilot and Gemini and why agencies need to align with the client's approved tool stack. We also talk about the reality of governance versus shadow AI: employees using AI without a company license. And why compliance and behaviour don't always match. We cover more about PharmaBrands ‘Age of AI, Europe’ event, taking place in London on 10th March 2026. If you're listening after the event, don't worry because Kate and Jon shared so many insights into the realities of what's happening right now with the pharmaceutical industry and medical communications when it comes to AI adoption.You can connect here on LinkedIn: Kate EversoleJonathan GwillimResources mentioned:PharmaBrands websiteAge of AI, Europe - event details and speakersReal Staffing ReportSara Rodrigues, Associate Director, Medical Affairs, AI Champion, Vertex shared with PharmaBrands how Agents are now being deployed to answer product related queries. These Agents are trained exclusively on approved sources: Protocols, FAQs, Literature, Product Labels, etc. Sara shares how this solution was easy to build, safe to use, and saves her team a lot of time: https://youtu.be/_Rks3Awp-xE?si=u_Ta_VZ5QgepHMFt&t=1797If you'd like to be kept updated with shifts in the agency world as it relates to the account management role, or perhaps you'd like to speak to me about client retention and growth training, please sign up for my newsletter.
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How to build an exit-ready agency: Lessons & practical tips, with Gavin Bell
Feb 300:51:59Tap to summarizeWelcome to Episode 156. This episode is especially useful if you're an agency owner thinking about an exit, or perhaps you're an account lead who wants to help your agency become more sellable and less dependent on one person. Gavin Bell is a highly sought-after keynote speaker and award-winning entrepreneur, known for delivering talks that are positive, engaging and packed with real-world lessons. Recognised as one of the UK’s most candid voices on what it really takes to build and exit a business, Gavin combines first-hand entrepreneurial experience with proven frameworks audiences can use immediately.In this conversation, Gavin and I dig into what it really takes to build an exit ready agency. - how he created a predictable growth engine by marketing his own agency- why recurring revenue and clear productized offer made the business more attractive- and the systems and SOP mindset that kept delivery consistent and client experience tight. We also get into the realities of selling from keeping it quiet to surviving due diligence and choosing a buyer based on cultural fit, not just the numbers. Some key takeaways for me were treating your agency like a product, documenting the client journey, building checklists and fixing the bugs in your process every time an issue comes up. And staying on the front foot with clients, proactive expectation setting, consistent reporting rhythms and QBRs that focus not on what's happened, but also business outcomes and the future.You can connect with Gavin Bell in various ways:LinkedIn: https://www.linkedin.com/in/mrgavinbell/Instagram: https://www.instagram.com/mrgavinbell/Facebook: https://www.facebook.com/MrGavinBell/TikTok: https://www.tiktok.com/@mrgavinbellX/Twitter: https://x.com/mrgavinbellYouTube: https://youtube.com/mrgavinbellWebsite: https://mrgavinbell.comIf you'd like to be kept updated with shifts in the agency world as it relates to the account management role, or perhaps you'd like to speak to me about client retention and growth training, please visit https://www.accountmanagementskills.com where you can also sign up for my newsletter.
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How to reduce operational chaos in your agency, with Melanie Chandruang
Jan 1600:39:12Tap to summarizeWelcome to Episode 155. We’re looking at the agency’s engine room - operations. And how getting the fundamentals right can improve profitability, reduce chaos and set you up for better use of automation and AI.I’m joined by Melanie Chandruang, founder of WeConsult and a Strategic Operations Partner for creative agencies. With over 15 years in the industry, she helps agency owners boost profits, streamline operations, and move big initiatives forward so they can focus on growth and what matters most.Here’s what we cover:- Why “right people in the right seats” is still the number one operational issue - especially as services evolve fast- The key financial ratios Melanie uses to spot operational inefficiencies (and what “healthy” can look like)- The debate on hybrid AM/PM roles vs splitting the roles — and how to think about affordability and utilisation- Why most agencies aren’t “AI-first” yet and what needs to be in place before AI can genuinely improve workflows- Melanie’s practical 90-day focus areas for a 20-person agency that wants more profit and less chaosYou can connect with Melanie on LinkedIn: https://www.linkedin.com/in/melaniechandruang/Or visit the website: https://weconsult.io/If you don’t want to miss future podcast episodes, mini-trainings, and the ideas I’m sharing each week on client retention and account growth in agencies, make sure you’re on my newsletter list: https://www.accountmanagementskills.com
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