Can anyone give examples of how account management can “drive” strategy? And as senior account management individuals, when did you transition to being a strategic “driver?"

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If you are being given the opportunity to participate in research with your clients, competitive analysis, and categorical reviews, you should be able to make some clear assumptions about a few things: what is driving or losing their business, who in the category is winning/losing and why, and what the consumers are really looking for, what they need, and what insights you’ve been able to glean from them when it comes to how the view products and solutions within the space. From all of this, you can formulate messaging strategy, tactical ideation, and help your clients with product or packaging innovation. Suggest a workshop with your team and the clients to do a competitive deep dive or innovations brainstorm. Do an internal category reinvention with your creatives and strategic planners. Share the results with your clients in an unexpected presentation. Driving strategy is all about putting the time in to really do your homework, coming to some new conclusions and delivering some new ways of solving old problems.

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Depends on the agency. But as an account person you should definitely have strategic chops, both to gut check client briefs, diffuse feedback that contradicts strategic platforms and to be a resource for your creative and strategic teams.

I started ramping up on this as an SAE and really have been diving deep into strategy as an AS.

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Being a strategic driver starts before you get the brief. the best account people help write marketing plans side by side with their clients. That's a true indication of strategically driving a business.

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Everyday

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I am definitely fully involved in consumer research, brand positioning and then all that more executional stuff like competitive analysis, etc.

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Thank you @GAD1 & @VP,CSD1 !

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Agree with all the above - which is honestly a relief! Unfortunately I’ve been told that what you’ve just outlined isn’t consider "driving” strategy. It’s using strategy to help make decisions and evaluate work, but not driving it.

What are some of your deeper dives?

What VPCSD1 and GAD1 said!

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