What staff percentage should be PM? Realize it depends on many factors. My experience says 10% - digital agency (producers reduce PM need), 5% - media agency, between that for integrated on/offline.

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If there’s a benchmark I’d love to know. Seems very tied in to the agency, account structure and how clients feel about PM. I’ve been on accounts that are comparably sized that have teams of one PM and five PMs. I’ve seen agency teams decide internally to give up specialized roles in order to fund a PM, and I’ve seen whole agencies decide that Account can take on PM responsibilities and dissolve the whole group.

That last one worked out well. 🤣🤣

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It depends on the category, type of work and volume- if you have the integrated business for a retail client with mega digital volume you’d have more projects and deliverables than a account focused on traditional brand awareness - any percentage needs more caveats

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11-14% has been a useful benchmark I’ve heard from multiple sources and have used myself. Digital focus, and production in these cases manages both project management and client services.

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Good to hear we're in the same ballpark. Thx.

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I hate percentages it means nothing, PMs are tracking everyday and multiple times throughout the day, problem solving and updating. When I've seen account run projects, I see alot of shit slip through that is out of scope, and hours that get cut down and then overburn later.

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15-20% PM and 10-15% Account. I do think it depends on the R&R specific to each agency and how much discipline leads may or may not help drive too.

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Of total staffing or their specific allocation?

Total staffing. What's your experience?

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