I'm a little over a year into an account role, and there is some anxiety on my team about client spend being cut in 2024. Where does account management fall when layoffs are under consideration?

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Depends on the situation - how much is being cut, what other roles you have in the agency, who can do what, and how critical you are to what may remain. Sometimes they could decide to let go of somebody more senior (say a VP GAD) and perhaps just have it overseen by senior leadership if the team below is capable enough. Or, they might lose more junior support staff and have a more senior team manage what’s left. Again depends on the situation. Is there a lot of strategic work and less execution (are they taking smaller stuff in house but leaving you with the big things)? You’ll need fewer junior staff in that case.

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They are definitely taking smaller jobs in house (updates of material we originally developed), but it seems like they are holding back on bigger strategic initiatives as well.

A lot can happen between now and January. I hope the business is having conversations with this client about other opportunities where your company/team can add value and are farming new business. You can also investigate whether other teams (or offices if you were for a large company) need account support.

Another thought is there is always an agency to-do list that gets deprioritized for billable work. Case studies, award submissions, investigating and trialing new capabilities, etc. Perhaps there is a role to help/contribute here.

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It's a bit of a mixed bag. On the one hand, we're the ones who are responsible for bringing in the revenue. So if companies are cutting costs, we're not the first people they're going to let go. On the other hand, we're also the ones who are closest to the clients. And if client spend is being cut, that means that we're going to be the ones who have to break the bad news. So that's not exactly a fun job.

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