Nearly two decades ago I worked for an agency with a perfectly conventional Account Services department with perfectly conventional titles — Account Executive, Account Supervisor, Management Supervisor. Then we were bought, and all references to Account Services were replaced with “Marketing.” Today, I see titles like “Client Partner” or even “Client Success Partner.” Is there an actual thought process behind this or just random change, like the Mad Tea Party?

likesmartfunny
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I’m gonna say mad tea party.

likefunny

Most agencies are always trying to show that they are modern, different or more elevated than everyone else. Changing titles is one of the easiest ways to do that without doing any actual work.

likesmart

Account management suggests you handle a client account. Or serve them and take orders.

Client partnership at least aspires to be a partner in their success. I’d rather have that than client servitude if I were in that position.

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Of course it is. But OP asked why the titles have changed. I gave a rationale (but didn’t say that I necessarily agree, disagree or find it meaningful as OP suggested.)

With no dog in this fight, I find the ways people are reacting to be kind of funny.

It’s a way to show it’s all about the client at an agency

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“a way to show” = one among many

Who cares? Seriously. The core jobs are the core jobs. You could call me a “contracting partner” - so long as the $ is there… I’m ready to party.

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Last two places I freelanced at were the first two I’ve ever heard people use the term “marketing” for an internal department.

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