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