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In my experience, a CRM simply manages the assigning of briefs and workload. Whereas a PM manages the day to day timelines of a project.
CRM as in... customer relationship marketing? That’s not a role, but a general practice.
A PM works on a specific project / client, whereas the CRM is responsible for fitting appropriate talent to those projects. The CRM should have a good sense of strengths and weaknesses (an career goals) of the talent and then work with the PM to find an available match.
Creative Resource Manager. They don’t have this role at all agencies - this is the first time I’ve seen it.
Wait, so the account people work with the PM who in turn work with the CRM to book the creatives based on their talents/goals/bandwidths? Sounds nice, but is this actually actionable in any agency? Who has that amount of resources?
As @Huge1 said, Plus CRMs are also responsible for career growth of creatives, managing the overarching creative group, and acting as a liaison when there are functional issues with projects. PMs (who are amazing) are often times under a lot of pressure from account to think and act more in terms of business (which is obviously important) as opposed to being an advocate for Creative. CRMs help bridge that divide. We’re lucky to have them at Ogilvy!