At my agency we don’t have PM’s so I act as both AM and PM on my Account. Besides being the client relationship, I set all timelines and meetings, maintain all statuses, manage the budget, talent, and trafficking, and develop the scope.

At agencies that use PM’s, can someone explain the division of responsibility between AM and PM? What is Account doing? In my role, I honestly feel like I wouldn’t be doing a whole lot beyond the project management responsibilities.

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What I saw when agencies were bringing on PM’s was that they were to focus on managing internal projects and timelines while AM could focus on really fostering great relationships with Clients and successful strategies.

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@pm1 would be better to answer that 🤗 but, I would say yes.

It does change from agency to agency, but in general the PM is responsible for managing projects (timelines, resourcing, budgets/finance) from an internal perspective, where the account team is responsible from a client perspective, ie briefs, gathering information, budgets, obtaining approvals, etc.

The line is definitely nuanced. The agencies that do it best are ones that have broken down the specific tasks vs overall buckets into an actual RACI chart. It's also helpful when someone leaves a team whoever is taking over the work knows what needs to be done and less things fall through the cracks.

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Thanks for that helpful explanation!

As PM I’m primarily responsible for the client relationship as it relates to the project at hand. I am day to day contact, lead both internal and external client meetings and manage the internal project team to timeline and budget. My Account counterpart handles the longer term relationship, contract negotiations, change orders, future roadmapping and associated sales needs, and partners w PM on the strategy side of things.

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Interesting. Your Account counterpart almost sounds a like my boss’s role, while your role sounds like my role as the day to day contact.

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