Think twice before axing Account Management

It is my third time and post related to Account Management within agency world, not only because it is so crucial for the agency-client corporate and brand navigation, but also because market signs worry me alot within this Greek (unique) deficit crisis; obviously a crisis referred also to the business markets. I wonder: there is no need for managers servicing clients? There is no contribution of some senior/experienced staff to Client's business?

If it's any indicator, account jobs -which, according to US Payscale.com have average salaries ranging between $40,000 for entry-level positions and $130,000 for more senior posts- were among those that were hardest hit during the recession. And even as hiring comes back, in the digital era, agencies are more intent on finding tech-focused ad talent, such as creative technologists and programmers, than account directors

See an example that I've searched over... During the past decade that Apple has reigned as one of the hottest brands in the land, with each product innovation -from the iBook, to the iPod, iPhone and now the iPad- more coveted than the last, it has been James Vincent, as AdAge reports, that has steered the account as managing director of TBWA/Media Arts Lab, the shop built to service Apple's needs. He is said to have personal ties to Steve Jobs and is the global account director credited with running that thriving business day-to-day. He's also a dying breed. At a time when agencies are increasingly downgrading dedicated account-management roles, it's rare to find many James Vincents. When New York shop Amalgamated launched some years ago, for example, it did so without the function of account management, and more recently Publicis-backed Bogle Bartle Hegarty is rolling out a new agency model that more directly ties senior executives to client business.

In my humble experience no creative guru, no social media manager / tech directors / flash programmers, or planner can easily substitute the star qualities that a 'star' account person ought to own: a) Curiosity, seeing possibilities most of us miss, b) Take calculated risks, knowing how and when to introduce bold new thinking to clients, c) Owning tact and a sense of diplomacy preserving great campaign Ideas and client relationships, d) Fine-tuned instincts exploiting systems and process to drive productive work but without stifling creativity, and e) Pure drive to bring in teams and client business emotions, passion and hard work.

I think I write for a sentiment that Microsoft would agree with. "The single-most important piece for success for agencies we work with is actually orchestration," the company's Chief Creative Officer, Gayle Troberman, told audiences at the Ad Age Digital Conference in March 2010 ..."Account management is the most important function in our agencies, not creative." In other words, shops just might want to think different.