Account management is a marketing skill

It is tempting to treat account management as administration: collect the brief, pass it on, chase the approval.

In practice the relationship decides the quality of the work. A client who trusts you will share what is really going on in their practice. A client who does not will approve safe, forgettable content.

My job is to keep three things pointing the same way: what the client is trying to achieve, how the brand is positioned, and what actually gets published. When they drift apart, good design does not fix it.

That takes listening before proposing, being honest about what marketing can and cannot do, and following through on small promises.