The Account Person: Endangered Species or Evolving Powerhouse?

As someone who prides his entire career on being an account person, this isn’t just an article. It’s a reality check.

For decades, the ‘suits’ ruled Soho. They schmoozed, smoothed over crises, and picked up the tab at The Groucho Club. They weren’t just account people—they were dealmakers, diplomats, and the glue holding agencies together. Today? They’re an endangered species. Clients are less willing to pay for the “middle(wo)man”. They pay for specialisms and outcomes. Agencies that haven’t caught on are already on borrowed time. The question isn’t whether account management is dead. It’s whether it’s willing to evolve.

The Future Isn’t What It Used to Be

Old-school account management was built on relationships. And relationships still matter—but alone they’re not enough. Clients don’t just want a reassuring presence; they want intelligence. They want agility and hunger. They want someone who sees the whole picture, not just the big meeting agendas.

The truth? Big, multi-layered account teams have become an expensive luxury. Strategists, creatives, and even data analysts have stepped up—handling clients directly, negotiating budgets, and shaping the core of their campaigns.

So where does that leave the account person?

Evolve or Be Replaced

We shouldn't just be training our account people up in conventional and expected ways; we should be proudly building the future leaders of our industry. People that understand what true value actually looks like. With a blend of strategic acumen, creative fluency, and technological prowess, these individuals will redefine client partnerships. And, of course have some fun whilst going about their ways. Gone are the days when account management could survive on charm alone. Look at the agencies thriving right now. They don’t just have great work. They have great account people— ones who know how to push, pivot, and produce real results.

From Middleman to Maestro

Let’s be clear: This isn’t about eliminating the power of people skills. It’s about elevating it. The best account people have always been more than middlemen. We’re all way more creative than we’re often asked or allowed to be in big agency life. Account people need to transform from gatekeepers into growth accelerators of brand success. People who are not just client whisperers, but client visionaries. They’re the ones who bring the right people together. Who see what others miss. Who make sure the work isn’t just good—but great. But too many agencies still treat account management as a support function rather than a leadership role. That’s the mistake. Maybe the Mother ‘Mothers’ had it right all along. Would we employ traditional account people to Unbound? Not unless they were willing to flex their entrepreneurial muscles and swim outside their lanes for the betterment of the output, the clients, their peers and ultimately themselves. We need more leaders. People who see opportunity, not just obstacles. Because the agencies clinging to rigid hierarchies? They won’t survive.

Rewrite the job descriptions

So clients, listen up because here’s the rub; those who dare to break the mould will inherit the future. This is more than just a prediction; it’s a clarion call.

The IPA Bellwether Report is clear: budgets are tight, expectations are high, and agencies that don’t deliver will disappear. Clients don’t want more layers. They want better people. And that means fewer, sharper, more versatile account managers—people who can work across disciplines, challenge thinking, and drive growth.

So, agencies, the choice is yours. The future belongs to those who are willing to dismantle the archaic silos and structures and empower their people to think beyond their job descriptions. Agility and flexibility are more important than ever before, no quick switch-up for the big networks with rigidity woven into their DNA.

TL;DR

I urge you to invest in your account people because they are undeniably more than a cog. They’re a catalyst for change. Supercharge them with the tools, training, and trust to become true partners, and watch your ROI soar. The agencies that adapt will win. Don’t be afraid of change. The rest? They’ll be footnotes in advertising history.