Creative Agency Account Manager Podcast

Welcome to episode 171. I’m joined by Duncan Arbour, Head of AI Innovation in the Kinetic team at Syneos Health. Duncan has spent a decade in innovation roles in healthcare communications at Syneos Health, first as an evangelist for AI, then as an operator of the tools for live client projects, and now building out agentic services for cross-business teams. He believes the agency world is rapidly shifting from a content economy to a trust economy, where verification, judgment and accountability are the product; and that account teams are better placed for that world than most people are telling them. In this chat, we cover: - Why trust, governance and AI disclosure are becoming increasingly important for MedComms agencies - How procurement and clients may start scrutinising agency AI use much more closely - How AI could change agency pricing and the traditional hours-based model - Why some clients may soon have stronger AI capabilities than their agencies - The skills agency people need to stay valuable as AI adoption accelerates. Duncan’s message is very human: despite all the advances in AI, critical thinking, judgement, challenging and giving good feedback are going to become even more valuable. You can connect with Duncan Arbour on LinkedIn here: https://www.linkedin.com/in/duncanarbour/ If you’d like to keep up to date with changes in the agency world as they relate to the account management role, or find out more about my client retention and growth training, go to https://www.accountmanagementskills.com

9/2/26 • 70:49

Welcome to Episode 170. This is a fascinating one if you work in or with design agencies, or if you’ve ever wondered why brilliant creative work doesn’t always get the influence it deserves inside client organisations. I chatted with John Gleason, Founder & President of A Better View Strategic Consulting who help corporate organizations elevate and leverage design as a strategic business competence and catalyst for growth, help agencies become more relevant for the markets and clients they aspire to inspire while becoming better businesses, and enhance the client/agency relationship to be better, together. John is one of the most vocal advocates for the role, power, influence, and BUSINESS impact of Design that you will ever meet. Interested in helping those who lead design... to better lead a strategic design proposition. In this conversation we talk about: - Why design has been pushed further down the value chain in many businesses - What John learned from his time client-side at P&G - How he's now helping both corporate organisations and agencies work better together - The rise of in-house teams - Why agencies often struggle to sound different from one another - How account managers can have more strategic conversations with clients beyond projects, deadlines and budgets John shares some brilliant advice on helping clients navigate their own internal politics, ask better questions, and translate design into business impact. I found it such a useful reminder of what clients are really dealing with internally, and why agencies need to understand the human and political dynamics inside client organisations - account managers can add huge value by helping them make the case internally. You can connect with and find out more about John Gleason here: LinkedIn: https://www.linkedin.com/in/johngleason/ THE FUTURE OF... conference (www.TheFutureOf-conference.com) 11 Influencers Who Elevate Packaging Design - Packaging Digest (https://www.packagingdigest.com/packaging-design/11-influencers-who-elevate-packaging-design) How To Innovation When You Are Asked to Cut Costs - Packaging Digest (https://www.packagingdigest.com/packaging-design/how-to-innovate-when-you-are-asked-to-cut-costs) Webinar + Panel: Beyond free pitching: building stronger, smarter client relationships [DESIGN BUSINESS ASSOCIATION member content] (https://www.dba.org.uk/resources/beyond-free-pitching-building-stronger-smarter-client-relationships/) Podcast: Finding Our Way: Episode 59: Design Isn't Dead, But It's Seen Better Days (ft John Gleason) - https://findingourway.design/2025/06/06/59-design-isnt-dead-but-its-seen-better-days-ft-john-gleason/ 'Is Design Dead?' - Design Leaders Wrestle With The Question - FAST COMPANY article, by Mark Wilson, Global Design Editor (https://www.fastcompany.com/91299152/future-of-design-leaders-executives) If you’re listening before September 2026 and you’d like to join me in Atlanta, I’ll be co-hosting the next AM:PM Event on Tuesday 29th and Wednesday 30th, an in-person event for agency leaders focused on the future of account management, project management, client retention and growth. You can find out more and register at https://theampmevent.com

8/19/26 • 60:11

Welcome to episode 169. This episode is going to be timely if you’re currently trying to work out how to navigate using AI legally. I'm chatting with Sharon Toerek, Founder of Toerek Law (doing business in the agency world as Legal + Creative), where she focuses her national law practice on helping advertising, marketing, communications and creative agencies protect their assets and turn their ideas into revenue. Sharon provides proactive, strategic counsel to communications, marketing, advertising, digital and creative agencies on legal and business issues they face continually in their work, including: • agency-client relationships, including agency service contracts • agency-freelancer and agency strategic alliance relationship management • trademark and copyright protection, enforcement and licensing • influencer marketing negotiations and content marketing legal compliance • advertising regulatory compliance • AI policy and risk management for agencies In this conversation we cover: - why AI is forcing agencies to rethink their business model and how they monetise their expertise - what you need to protect when it comes to your own IP - why your client contracts need to be much clearer around ownership, licensing and liability. - the confidentiality and data privacy risks that come with using AI tools, particularly when your teams and freelancers are using different platforms. Sharon shares some very practical advice on how agencies can audit their contracts and AI policies, so you can be more proactive with clients rather than waiting until something goes wrong. As always, she gives such practical, clear advice on what can feel like a very complex and fast-moving topic. One of the things that stood out is: don’t wait too long before thinking about how to protect and monetise your agency’s IP. Useful links: LinkedIn: https://www.linkedin.com/in/sharontoerek/ Website: https://www.legalandcreative.com Innovative Agency podcast: https://podcasts.apple.com/us/podcast/the-innovative-agency/id1419747902

8/5/26 • 51:12

Welcome to episode 168. This one is a little different because I’m joined by my AM:PM event co-host, Brett Harned. On 29th & 30th September, Brett and I are bringing agency owners, account managers, project managers and operations leaders together in Atlanta, Georgia to work through some of the biggest questions facing agencies right now. How should account and project management roles evolve? Where can AI genuinely improve delivery? And how do you grow client relationships without damaging profitability or burning out the team? My biggest takeaway is that agencies don’t need to have all the answers, but they do need to create the space to ask better questions. This is what we explore in this episode, and the questions are also at the heart of the AM:PM Event. The early-bird ticket price ends on 31st July, so you can find out more and book your place here: http://theampmevent.com/

7/22/26 • 58:19

Welcome to episode 167. This conversation is all about how agencies can get smarter, safer and more intentional about using AI. I'm chatting with Michael MacDonald, Founder of Brains Before Bots which helps independent agency founders get clarity on how AI is actually being used across their teams. He spent fifteen years co-founding and running two agencies in South Africa, including a pharma-focused agency working with Sanofi, AstraZeneca, Boehringer Ingelheim, and Roche, where he led client service through the digital transformation of pharmaceutical marketing. That experience is the foundation for Brains Before Bots, which helps agencies move from scattered AI use to client-ready workflows, particularly those serving regulated and high-scrutiny clients. We cover: - why governance shouldn’t be seen as red tape, but as a way to make the agency more resilient and easier to scale - why simply plugging AI into old workflows can create more rework, more vanilla thinking and more risk - practical advice, including how to audit the tools your team are using - why you need a data traffic light system - the importance of building a prompt library - why account managers may become the “context engineers” of the agency. And we also talk about the very human side of AI adoption: fear, psychological safety, honest conversations with your team and why the brains still need to lead before the bots follow. You can connect with, and find out more information about, Michael MacDonald and Brains Before Bots here: https://www.linkedin.com/in/mrmichaelmac/ https://brainsb4bots.com/ https://brainsb4bots.com/ai-workflow-clarity-audit If this conversation gets you thinking about how your own agency is operating, how your AMs and PMs are working together, and how AI is changing delivery, client relationships and agency growth, then I’d love to tell you about AM:PM - a new 1.5 day event taking place in Atlanta, Georgia on 29th and 30th September 2026. I’m co-hosting it with Brett Harned. It’s for agency owners, account managers, project managers and operations leaders who want to step back and have honest, practical conversations about growth, delivery, communication, AI and the operational reality of modern agency life. We’ll be joined by David C. Baker as our featured speaker, and the event is designed to help agency teams create better alignment between leadership, account management, project management and delivery. So if your agency is dealing with overloaded teams, scope challenges, communication breakdowns, unclear ownership or AI uncertainty, this event is for you. You can find out more and buy tickets at https://theampmevent.com/

7/3/26 • 77:23

Welcome to episode 166. This conversation is going to be particularly interesting for you if you’re an agency owner struggling with spreadsheets, disconnected systems and lack of visibility over pricing, profitability or resourcing. It’s a story about how one agency owner solved their own operational problem, turned that internal solution into a platform, and is now helping other agencies solve the same challenges. I’m joined by Anna Appleton-Clayton, Managing Director of We Create Digital and CEO of Rofinery. With over 15 years of agency experience, she understands both the day-to-day pressures and the bigger challenges agencies face as they grow. She’s taken that firsthand experience and built Rofinery to reflect how agencies actually operate - focusing on practical and intuitive features that work in the real world, not just in theory. Alfie Wenegieme is the Founder of Profit Sprout Consultancy, COO of Rofinery and a chartered accountant with over 18 years’ experience helping agencies unlock profitability and commercial success. Alfie helps agencies of all sizes from small to medium size independent firms to global players to strengthen financial management, build robust commercial operations, and elevate commercial capability across teams through training. We talk about: - why so many agencies are still running on gut feel - why time tracking still matters - where profit can quietly leak out of the business - which clients are actually worth more focus - and how AI is changing client expectations around speed, cost and value. You can find out more about Rofinery here: https://rofinery.com/ You can connect with Anna and Alfie here: https://www.linkedin.com/in/anna-appleton-claydon/ https://www.linkedin.com/in/alfie-wenegieme/ https://www.linkedin.com/company/rofinery/ If you’d like more insights on agency account management, client retention and growth, go to the Account Management Skills website and sign up for my newsletter. https://www.accountmanagementskills.com

6/24/26 • 58:13

Welcome to episode 165. This episode will be particularly useful to you if you’re an agency owner or account manager who wants to move your client conversation away from execution and further upstream into strategy, ideas and innovation. My guest is Phil Blackmore, the Co-Founder of Create Health, an Ideas Lab for pharma and life sciences brands. He helps clients solve communication and innovation challenges through ideas, thinking and senior experience, combining strategic human insight with AI-enabled ways of working. The business has evolved towards more upstream, ideas-led engagements, including structured ideas days designed to unlock fresh thinking, align teams and create new opportunities for activation. Phil is also a Co-Founder of The Health House, a support network for independent healthcare agencies and is currently writing a book on optimism. Phil shares how he’s moved his agency upstream by focusing on ideas, strategic thinking and innovation workshops - the kind of value clients can’t easily replicate in-house or with AI. We also discuss how these ideas labs help deepen client relationships, open up new opportunities and reposition the agency from supplier to strategic partner. Phil’s ideas lab is a brilliant example of creating a space for clients to think differently, solve bigger business challenges, and reposition the agency in the client’s mind as more of a strategic partner that understands their business challenges as well as an agency that executes projects well. You can connect with Phil Blackmore here: https://www.linkedin.com/in/pblackmore/ https://createhealth.com/ Links mentioned in our chat: 10 Commandment: https://www.linkedin.com/posts/pblackmore_communication-insight-empathy-activity-7331213480416432129--F5W?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAq4nv0BHgXCU2xyFAjDt3MBp1XCFLXeoeI What If? https://www.youtube.com/channel/UCyBabRfl-Ek1TRYUy5VnPHQ Most agency owners and leaders I speak to have a question they've been carrying around for months. Maybe it's about a client they can't quite work out what to do with. Maybe it's about a team member that should be growing accounts but isn't. Maybe it's about a hiring decision or a team change they've been putting off. I’m offering a 90-minute owner-level Account Growth Strategy Session. It’s you and I focussed on your agency challenge together drawing on my hands-on experience working with client facing teams for years. You’ll have a written diagnosis afterwards, and a clear next step. You can find it at: http://accountmanagementskills.com/account-growth-strategy and there's a 20-minute intro call you can book if you want to talk it through first.

6/10/26 • 47:12

Welcome to episode 164. This episode is going to be particularly useful if you’re thinking about how agencies can stay profitable and relevant as AI reshapes the way work is delivered and valued. Brian Kessman, Founder and Principal Consultant at Lodestar Agency Consulting, joins me to talk about why the traditional agency model is under so much pressure, what it really means to move from selling hours to selling solutions and outcomes, and how agencies can start packaging their expertise in a more scalable way. Lodestar helps CEOs and CFOs of independent agencies, multinational networks, and holding companies redesign their value models - the commercial system that connects how they define, package, deliver, and price their expertise using solutions and outcomes, not hours and headcount. Brian and I also talk about pricing, procurement, productised offers, and why so much strategic value is often being given away without agencies even realising it. There’s a lot in this conversation for agency owners and client-facing teams alike. You can connect with Brian here: https://www.linkedin.com/in/briankessman/ https://www.lodestaragencyconsulting.com/ https://www.lodestaragencyconsulting.com/agency-model-map VoxComm's Redesigning the Agency Value Model: https://voxcomm.org/wp-content/uploads/2026/03/Redesigning-the-agency-value-model.pdf IPA Pricing Playbook: https://ipa.co.uk/knowledge/publications-reports/the-ipa-pricing-playbook/ And, if you’d like to stay updated with changes in the agency world as they relate to account management, client retention and growth, or speak to me about training options for your team, head over to https://www.accountmanagementskills.com

5/27/26 • 46:28

Welcome to episode 163. If you’ve been thinking about how the agency business model is evolving, and what clients are looking for from their agency partners now, this conversation might spark some ideas about how to work with clients differently. I'm talking to President and Founder of Broadview Labs, Neil Follett. Broadview Labs is a creative agency focused on life sciences, currently powering the hybrid studio for a leading US Pharma agency. Neil is a serial entrepreneur who has build and sold a creative agency as well as an events business. He thrives on creating business that create value for clients and provide dynamic environments within which individuals can flourish. And he helps people and brands meet their full potential. In this episode, Neil shares his journey of creating an embedded agency structure for one client. He talks to me about how the opportunity came about, how it works in practice and how to move beyond being seen simply as a resource. We also touch on AI and where it may genuinely add value, rather than simply helping agencies do the same work quicker. You can contact and connect with Neil here: https://www.linkedin.com/in/neilfollett/ https://www.broadviewlabs.ca If you’d like to be kept updated with changes in the agency world as they relate to the account management role, or speak to me about client retention and growth training options, go to my website at https://www.accountmanagementskills.com

5/13/26 • 51:58

Welcome to episode 162. If your agency is experimenting with AI, buying new tools and still feeling like not much has really changed operationally, you're not actually imagining it. That is exactly what this episode gets into. I'm chatting with Emily Hatton, a Business Operations Consultant and the founder of AI in Agencies, where she helps agencies turn AI from scattered experiments into structured, profitable ways of working. After years supporting service businesses with operations, capacity planning and profitability, Emily saw a growing gap: agencies were adopting AI tools quickly, but their operating models hadn’t caught up. Today, she works with agency founders and leadership teams to integrate AI into workflows, resourcing, pricing and delivery — helping teams save time, improve margins and get more value from the tools they already pay for. Her work focuses on practical implementation, not hype, and on helping agencies build sustainable AI capability inside their teams. In this conversation, Emily and I talk about why AI adoption so often becomes a bit chaotic inside the agency. Different teams using different tools, no real ownership and not enough measurement of whether any of it is actually saving time or improving the work. We also get into why the smarter starting point is actually to look at your processes and workflows, not the latest tool that you can get, but how to get more from the actual tools you're already using, your tech stack. And finally, we talk about governance, client trust, pricing pressure, and what agencies need to sort out now if they want to stay commercially relevant. If AI in your agency currently feels a little bit messy, a bit exciting, but also a bit overwhelming all at the same time, then this one is for you. You can contact and connect with Emily here: www.linkedin.com/in/emily-hatton https://aiinagencies.com/ How AI-ready is your account management team? Find out in 3 minutes with our free quiz - and discover where your biggest growth opportunities lie: https://www.accountmanagementskills.com/ai-readiness-quiz

4/28/26 • 52:10

Welcome to episode 161. In this episode, we’re talking about what it really means to move from “getting stuff done” to becoming a genuinely strategic partner. I'm chatting with Eloise (Ellie) Todd, Account Director at strategicabm, who support B2B SaaS and Tech clients in building successful and scalable ABM programs.. Ellie loves building relationships with clients and helping ABM programs grow and succeed. Ellie shares how account-based marketing actually works in the real world — not the textbook version — and why getting sales and marketing aligned can make or break results. We also get into something I know a lot of you are thinking about… AI. Specifically, what happens when an agency codifies its expertise and builds its own tool rather than just using ChatGPT to write emails. And we talk about something I bang on about a lot - building relationships across multiple stakeholders inside your client’s organisation so you’re not exposed when your main contact leaves. (Because let’s be honest… that happens.) If you’re wondering how to add more value beyond deliverables, and protect your accounts at the same time, this conversation will get you thinking. A few things really stood out for me. 1. Value doesn’t just come from what you deliver. Sometimes the biggest difference you make is getting your client’s internal teams aligned. That’s not fluffy. That’s commercial. 2. Your IP matters. In a world where everyone has access to AI, what makes you different is your thinking, your frameworks, your experience. If you don’t package that up, someone else will. 3. Stay curious. Ask better questions. Challenge gently. Feed insight back into your agency. That’s how you move from order-taker to trusted adviser. You can connect with Eloise Todd here: https://www.linkedin.com/in/eloisetodd/ Resources mentioned: ABM Mastery — strategicabm's suite of training programmes teaching AI use at each stage of ABM — https://www.strategicabm.com If you’d like to stay updated with shifts in the agency world as they relate to the account management role , or if you’d like to talk to me about client retention and growth training for your team, head over to https://www.accountmanagementskills.com And if you haven’t already, take the AI readiness quiz whilst you’re there. It takes a few minutes and it might highlight a few gaps you didn’t realise were there.

4/14/26 • 66:47

Welcome to episode 160. We’re diving into one of the most important topics in client relationships: trust, with Charles H. Green - an author, speaker and world expert on trust-based relationships and sales in complex businesses. Founder and former CEO of Trusted Advisor Associates, he is author of Trust-based Selling, and co-author of The Trusted Advisor and the Trusted Advisor Fieldbook. Charles spent 20 years in management consulting. He has a BA in philosophy (Columbia), and an MBA (Harvard). We explore what really drives trustworthiness, why listening is your most powerful tool as an account manager, how to build credibility without overcompensating, and why authentic relationships will only become more valuable in an AI-driven world. There are some brilliant, practical insights in this one. My biggest takeaways? Trust is built far beyond credentials, listening is your superpower, and in a world of AI and automation, genuine human connection is only becoming more valuable. You can connect with Charles H Green here: LinkedIn: www.linkedin.com/in/charleshgreen Website: http://trustedadvisor.com Trusted Advisor test: https://trustedadvisor.com/build-trust/how-trustworthy-are-you If you’d like to stay up to date with the latest thinking, tools and trends in account management, you can sign up for my weekly newsletter at https://www.accountmanagementskills.com

3/31/26 • 46:13

Welcome to Episode 159. If you’ve ever walked into a client meeting (or a pitch… or a QBR… or onto a stage) and thought, “I’ve got so much to cover - how do I say it without losing people?” - you’re going to love this one. I'm joined by Martin Barnes, Founder of 8 Seconds 2 Connect and Leadership Communication expert. Martin help leaders communicate at the moments that matter. When a big idea needs to land, shift a room, or spark momentum. His background spans 25 years in design, advertising, and film across the UK and China. He's pitched to Hollywood producers, coached C-suite teams at Mercedes, ByteDance, VW, and Cartier, and helped founders raise millions and step onto TEDx stages. In this episode, Martin and I talk about why stories build trust faster than “look how much I know” - and how to share your expertise without sounding like you’re selling, name-dropping, or talking about yourself too much. We also get into the “data dump” problem: what to do when you’ve got loads of information, but you want the room to actually listen. And Martin shares a really practical way to prepare for presentations, especially if you get nervous, using voice notes and repetition so it feels less scary and more familiar. You can connect with Martin here: https://www.linkedin.com/in/martinbarnespresentations/ If you’d like to be kept updated with shifts in the agency world as they relate to the account management role, or you’d like to speak to me about client retention and growth training options, head to https://www.accountmanagementskills.com You can also sign up to my newsletter there, and you’ll find the AI readiness quiz too.

3/17/26 • 51:40

Welcome to episode 158. I’m joined again by Michael Farmer to unpack what’s really going on in the agency world right now - and what it means for you if you’re running an agency, leading clients, or working in account management. Michael Farmer is Chairman and Chief Executive Officer of Farmer & Company LLC, a New York based strategy consulting firm for major advertisers and their creative and media agencies. He also serves as Professor of Branding and Integrated Communications at The City College of New York (CCNY). He's the author of Madison Avenue Manslaughter, an inside view of fee-cutting clients, profit-hungry owners and declining ad agencies (3rd Edition 2019), and Madison Avenue Makeover: the transformation of Huge and the redefinition of the ad agency business (2023). He has completed a new book, Madison Avenue Revisited, to be published in June 2026. Here’s what we get into: - Why Michael’s new book Madison Avenue Revisited is a sharper, more hard-hitting update on what’s driving agency decline — especially the impact of holding company decisions. - What the current wave of M&A and cost-cutting signals for agency capability, talent, and client outcomes - including the knock-on effects for senior experience in an AI era. - Why independent agencies could be entering a genuine opportunity window — and how “productising” services and focusing on measurable growth can change the game. - And a brilliant reframing for account managers: why you should stop thinking like a logistics coordinator and start operating like a management consultant to your clients. It’s one of those episodes that really challenges how we think about the agency business model. Here are a few key takeaways : - Agency success can’t just be about delivering output cheaply — the real opportunity is in linking your work to client growth and outcomes. - The industry’s talent shape is getting distorted: AI may remove more junior execution work, but it raises the need for experienced people who can direct, judge, and advise. - Independent agencies have a chance to differentiate by being explicit about what they stand for — not “low cost,” but “we help you grow, and we’ll prove it.” - And for account managers: you’ll be far more valuable when you bring data, insight, and a point of view — not just project updates and deadlines. You can keep with Michael Farmer here: http://linkedin.com/in/michaelfarmer www.farmerandco.com Madison Avenue Revisited: https://amzn.eu/d/07SX5rrI Madison Avenue Makeover: https://amzn.eu/d/0je8R4FA Madison Avenue Manslaughter: https://amzn.eu/d/09U5HbiN If you’d like to be kept updated with shifts in the agency world as it relates to the account management role - or you’d like to talk to me about client retention and growth training options - head to my website https://www.accountmanagementskills.com You can also sign up to my newsletter there so you don’t miss new episodes, mini-trainings, and what I’m seeing in the market.

3/4/26 • 52:28

Welcome to Episode 157. I've got two returning guests to the show, Kate Eversole (Event Director) and John Gwillim (Co-Founder) from PharmaBrands. They provide world-class education, support, inspiration and experiences for one of the most challenging and important communication environments there is, healthcare marketing. They bring pharma teams and their agencies together through events and meetups designed specifically to help people thrive in the age of AI. In this episode, we talk about the shift from last year’s podcast episode where we were talking all about prompting, to what's relevant in March 2026, the big focus on AI agents. Kate and Jonathan also share what's happening inside pharma with approved tools like Microsoft Copilot and Gemini and why agencies need to align with the client's approved tool stack. We also talk about the reality of governance versus shadow AI: employees using AI without a company license. And why compliance and behaviour don't always match. We cover more about PharmaBrands ‘Age of AI, Europe’ event, taking place in London on 10th March 2026. If you're listening after the event, don't worry because Kate and Jon shared so many insights into the realities of what's happening right now with the pharmaceutical industry and medical communications when it comes to AI adoption. You can connect here on LinkedIn: Kate Eversole - https://www.linkedin.com/in/kateeversole/ Jonathan Gwillim - https://www.linkedin.com/in/jongwillim/ Resources mentioned: PharmaBrands website - https://www.pharmabrands.ca/ Age of AI, Europe - event details and speakers - https://www.pharmabrands.ca/age-of-ai-europe-event-2026 Real Staffing Report - https://www.realstaffing.com/en-us/knowledge-hub/industry-insights/the-life-sciences-skills-crisis-shadow-ai-professional-migration-and-the-race-against-becoming-obsolete/ If you'd like to be kept updated with shifts in the agency world as it relates to the account management role, or perhaps you'd like to speak to me about client retention and growth training, please sign up for my newsletter. https://www.accountmanagementskills.com

2/11/26 • 57:50

Welcome to Episode 156. This episode is especially useful if you're an agency owner thinking about an exit, or perhaps you're an account lead who wants to help your agency become more sellable and less dependent on one person. Gavin Bell is a highly sought-after keynote speaker and award-winning entrepreneur, known for delivering talks that are positive, engaging and packed with real-world lessons. Recognised as one of the UK’s most candid voices on what it really takes to build and exit a business, Gavin combines first-hand entrepreneurial experience with proven frameworks audiences can use immediately. In this conversation, Gavin and I dig into what it really takes to build an exit ready agency. - how he created a predictable growth engine by marketing his own agency - why recurring revenue and clear productized offer made the business more attractive - and the systems and SOP mindset that kept delivery consistent and client experience tight. We also get into the realities of selling from keeping it quiet to surviving due diligence and choosing a buyer based on cultural fit, not just the numbers. Some key takeaways for me were treating your agency like a product, documenting the client journey, building checklists and fixing the bugs in your process every time an issue comes up. And staying on the front foot with clients, proactive expectation setting, consistent reporting rhythms and QBRs that focus not on what's happened, but also business outcomes and the future. You can connect with Gavin Bell in various ways: LinkedIn: https://www.linkedin.com/in/mrgavinbell/ Instagram: https://www.instagram.com/mrgavinbell/ Facebook: https://www.facebook.com/MrGavinBell/ TikTok: https://www.tiktok.com/@mrgavinbell X/Twitter: https://x.com/mrgavinbell YouTube: https://youtube.com/mrgavinbell Website: https://mrgavinbell.com If you'd like to be kept updated with shifts in the agency world as it relates to the account management role, or perhaps you'd like to speak to me about client retention and growth training, please visit https://www.accountmanagementskills.com where you can also sign up for my newsletter.

2/3/26 • 51:59

Welcome to Episode 155. We’re looking at the agency’s engine room - operations. And how getting the fundamentals right can improve profitability, reduce chaos and set you up for better use of automation and AI. I’m joined by Melanie Chandruang, founder of WeConsult and a Strategic Operations Partner for creative agencies. With over 15 years in the industry, she helps agency owners boost profits, streamline operations, and move big initiatives forward so they can focus on growth and what matters most. Here’s what we cover: - Why “right people in the right seats” is still the number one operational issue - especially as services evolve fast - The key financial ratios Melanie uses to spot operational inefficiencies (and what “healthy” can look like) - The debate on hybrid AM/PM roles vs splitting the roles — and how to think about affordability and utilisation - Why most agencies aren’t “AI-first” yet and what needs to be in place before AI can genuinely improve workflows - Melanie’s practical 90-day focus areas for a 20-person agency that wants more profit and less chaos You can connect with Melanie on LinkedIn: https://www.linkedin.com/in/melaniechandruang/ Or visit the website: https://weconsult.io/ If you don’t want to miss future podcast episodes, mini-trainings, and the ideas I’m sharing each week on client retention and account growth in agencies, make sure you’re on my newsletter list: https://www.accountmanagementskills.com

1/16/26 • 39:12

Welcome to episode 154. This chat will be particularly interesting for you if you’re an agency owner or account manager who has to work with marketing procurement (especially in pharma / biotech industry). My guest is Marketing Procurement Consultant, Jessica Bowler. Jess has deep expertise in end-to-end pharmaceutical procurement processes, including supplier qualification, contract negotiation, risk management and vendor management. She has worked with large pharma for almost 24 years and spent the majority of that time in commercial/marketing procurement. Jess currently works on consulting roles within pharma and biotech where she can assist organizations with different procurement operations. Here's what we covered in our chat: - What to do if your experience of procurement has been more transactional than you’d like. - a simple 10 minute conversation you can initiate to strengthen the relationship - a check list of what to include in a review meeting with Procurement - how procurement is thinking about AI and pricing transparency right now Jess shares a lot of valuable insight, tips and steps to set you up for success dealing with procurement, I hope it gives you a few practical ways to work with procurement as they are, whether they’re relationship-led or more transactional. Do follow Jess on LinkedIn: http://linkedin.com/in/jessica-bowler-76bbb34&sa If you’d like weekly tips to build your account management skills, news on agency trends, notifications of upcoming podcast episodes, and any mini trainings I’m running, sign up to my newsletter at Account Management Skills: https://www.accountmanagementskills.com

1/6/26 • 47:48

Welcome to episode 153. I’m joined by Richard Coope from Brightful, who helps large, complex organisations fix the brand, digital and cultural bottlenecks that block content and slow down campaigns, using AI-enabled workflows and marketing automation. Richard is an accomplished Change Lead with experience in leading global organisational and IT transformations. He has 27 years of experience helping complex organisations solve their brand, digital and cultural problems, including leading global digital and Content Supply Chain transformations of Shell, GSK, PMI. He specialises in supporting global Martech platform adoption and making workflows and SOPs more efficient through AI and automation. In this episode, we cover: - Why enterprise content operations are so messy, and how that impacts agencies - Where content typically gets stuck across approvals, rights, DAMs and governance - How AI can either amplify chaos or create real operational flow - The changing role of senior client stakeholders in AI-enabled marketing - Practical ways agencies can partner with specialists like Brightful to protect and grow key accounts If you’d like to connect with Richard Coope or learn more about Brightful, visit: http://wearebrightful.com/ or find him on LinkedIn: https://www.linkedin.com/in/richardcoope/ Content Advisory Board: https://wearebrightful.com/about/content-advisory-board/ Content Healthcheck: https://brightful-content-flow.scoreapp.com/ If you want to assess how ready you are to use AI to retain and grow your existing clients, you can take the short AI readiness quiz on my website here: https://www.accountmanagementskills.com/ai-readiness-quiz You can also subscribe to my weekly newsletter, where I share new episodes, short trainings and practical ideas for agency account managers.

12/23/25 • 40:11

Welcome to episode 152. I’m chatting again with my go-to guru for the now, next and future of the agency business model, Spencer Gallagher. Spencer has relaunched Bluhalo with a renewed focus on helping agencies and businesses transform with AI. Bluhalo is a business for the next decade, focused on supporting B2B organisations across three core pillars: People, Technology, and Asset Growth. In this conversation, we really dig into what transforming with AI means in practice for you as an agency leader or account manager. Here’s what we cover: - Why so many agency services have matured and what that means for your positioning and growth - How Spencer thinks about the "now, next and future" of agencies in an AI-driven world - Why founders and leaders need to reconnect with their creative side and carve out proper thinking space if they want to reinvent their business - The cultural shift required to build high-agency, growth-mindset teams that actually embrace AI rather than resist it - How AI is likely to reshape agency structures - from headcount and roles to pricing, automation and the types of services clients will value most - Practical examples of how tools and no-code platforms have gone from clunky to powerful in a very short space of time, and what that means for your IP - Advice for agency leaders who know they need to speed up their adoption of AI, but feel their team is low-energy or stuck in old ways of working - Guidance for account managers whose leaders are dragging their heels on AI, including how to use real client feedback to influence from the middle - What Spencer is seeing in the M&A market for agencies, including what buyers now look for and why AI capability is increasingly on the checklist Spencer has a rare mix of lived experience building and selling an agency, deep technical curiosity, and a very honest take on where agencies are kidding themselves about the future. I think you’ll come away with both a clearer sense of direction and some very practical ideas to take back to your team. If you’d like to stay connected with Spencer's thinking, you can find him on LinkedIn: https://www.linkedin.com/in/spencergallagher/ and check out Bluhalo to see more of the work he’s doing to help agencies and businesses become truly AI-enabled. https://www.bluhalo.com/ And if you want to get a sense of where your own agency stands, you can assess your "AI readiness for client retention and growth" over on my website: https://www.accountmanagementskills.com The quiz takes just a few minutes and you’ll receive a short report with suggestions for how you can start weaving AI into your client management workflow.

12/9/25 • 48:44

Welcome to episode 151. If you’re trying to work out how to integrate AI into your agency without losing the human side of what you do, this conversation will help. Today I’m joined by two guests from Noble Studios: Tom Duffy, Head of AI Strategy, and Meg Pescio, Vice President of Client Experience. Noble Studios is a creative digital performance marketing agency based in Reno & Las Vegas in Nevada and Bristol, UK, focusing primarily on travel and tourism and B2B technology clients. Noble’s impressive client list includes the likes of Adobe, SiriusXM Media, Travel Nevada, and Visit Lake Tahoe. They’ve been intentionally experimenting with AI across the agency, and in this episode we dig into how Tom and Meg are partnering to bring AI into client work in a thoughtful, human-first way. Here’s what we cover: · Why Noble decided to hire a dedicated Head of AI Strategy and how that role works alongside the client experience team · The change management piece: how they’ve built trust internally and avoided “AI panic” in the agency · Practical use cases for account managers and client success teams, including: using AI as a learning and thinking partner, creating client “knowledge hubs” with tools like Notebook LM, aggregating messy data sources to uncover new insights for clients · How they’re thinking about data privacy, tools, and tech stack decisions · The impact AI is having on agency positioning, pricing and perceived value · Why human judgment, critical thinking and relationships are becoming even more important as AI usage grows · Their advice for agencies thinking about hiring an AI lead or formalising their AI approach If you’d like to learn more about what Noble Studios is doing, you can head to http://noblestudios.com/ or connect with Tom and Meg on LinkedIn, where they regularly share what they’re testing and learning. https://www.linkedin.com/in/tom-duffy-reno/ https://www.linkedin.com/in/megpescio/  And if you want ongoing support with the account management side of agency life, join my newsletter. It’s where I share: · practical account management tips · trends and shifts I’m seeing in the industry · notifications of new podcast episodes · any mini training sessions or speaking I’m doing You can sign up at http://accountmanagementskills.com/

11/25/25 • 53:25

Welcome to Episode 150. This episode is for anyone in agency new business or running sales. My guest is Ryan Hall, Founder of Friday Solved, where he helps agencies build scalable and sustainable sales engines. With over 20 years in marketing and digital - including leading and selling Nice Agency, later acquired by Karmarama and Accenture Interactive - Ryan has seen firsthand what drives real growth. Here’s what we cover and how Ryan advises agencies: - Create buyability, not forced selling. You can’t push complex services; people have to want to buy from you. That means trust, proof and value over time, plus clear expectations that sales isn’t a quick fix. - Build a joined-up sales engine. Inbound and outbound run at different speeds and need different steps, but the buyer experience starts at first contact and momentum through stages is everything. Systemise it so sales becomes repeatable. - Work the middle of the funnel properly. “Shake the tree” with people you already know, keep data clean, follow up with useful content tied to your critical pillars, and channel-swap from LinkedIn to email when it’s serious. Let CRM be your muscle memory so you stay consistent without spamming. Connect with Ryan Hall here: LinkedIn: https://www.linkedin.com/in/ryanghall/ Website: https://www.fridaysolved.co.uk/ Book: https://www.fridaysolved.co.uk/pages/dont-sell If you haven’t signed up for my weekly newsletter, go to https://www.accountmanagementskills.com and sign up to get account management tips and trends, any trainings I’m running, guests coming on the show and advice to help you in your account management role.

11/11/25 • 42:47

Welcome to episode 149. If you've been watching AI reshape the marketing landscape and wondering what it really means for agencies, this conversation is going to be particularly interesting for you. Roy Murphy and I dig into whether the traditional agency model can survive in its current form and what you can do about it. Roy is the Co-Founder of G3NR8, a business focused on applying a centralised intelligence layer for organisations to implement AI successfully. We cover: - Why he believes the current agency model is on borrowed time and the data behind that bold claim. - How client in-housing, AI adoption and economic pressure are converging into a perfect storm. - What the rise of creative automation really means for designers, strategists and account managers. - How forward thinking agencies are building new business models that focus on client outcomes and not ours. - And the three M's every agency leader needs to embrace, which are mindset, model and mechanics. It's a lively, honest discussion, packed with examples, a bit of provocation and plenty of practical takeaways for anyone trying to figure out how to future-proof their agency. Roy's message is really clear. AI isn't coming for agencies. It's already here and it's those agencies that are going to adapt and who are going to thrive. So rethinking your business model, retraining the team and rebuilding the offering around client outcomes. You can connect with Roy at https://www.g3nr8.com/ and subscribe to his brilliant newsletter. You can also read his viral LinkedIn post that we mention in our chat here: https://www.linkedin.com/posts/roymurphy_ai-agencies-work-activity-7383090246873149440--6Su Additional links: Sales and Marketing AI Playbook https://www.g3nr8.com/ai-sales-and-marketing-ecosystem Marketers AI roundtable https://www.g3nr8.com/senior-marketers-ai-roundtable G3NR8 AI newsletter https://www.g3nr8.com/blog (featuring BAD AI where they skewer poor AI practice, every week, without fail). If you'd like to know how AI-ready you are in your account management role, then you can go over to my website, https://www.accountmanagementskills.com and take your free AI readiness quiz. You'll get a personalised report and also some insights and tips and strategies for using AI in your client management role.

10/28/25 • 50:44

Welcome to episode 148. This episode is going to be really useful if your agency has started using AI tools or if your team are experimenting with AI note-takers, ChatGPT, or generative image tools and you want to make sure you’re staying legally safe, compliant and transparent with your clients. My guests are Ryan Lisk, Founder, and Kay Yung, Senior Commercial Lawyer at Hybrid Legal. The company helps business leaders prevent and solve legal headaches in a way that is easy to understand without breaking the bank. They specialise in creating and reviewing contracts, advising on tech law including AI and data privacy, employment & HR and M&A. We talk about: The biggest legal blind spots agencies have when it comes to AI use Why transparent conversations about AI can actually strengthen your client relationships How to run an internal “AI audit” — finding out who’s using what and where the risks lie What to include in your AI policy and client contracts to protect your business How to manage freelancer agreements and IP when AI tools are involved Ryan and Kay share real stories from agency clients, including one that perfectly illustrates how easy it is to get into legal trouble and how to avoid it. If you’ve ever worried about data privacy, IP ownership, or simply how to have the AI conversation with your clients, you’ll take away some really practical actions from this one. You can follow or connect with both Ryan and Kay on LinkedIn, and check out the Hybrid Legal website to sign up for Legal Loop their free bi-weekly newsletter with legal updates and AI insights for agency owners. https://www.linkedin.com/in/ryanmlisk/ https://www.linkedin.com/in/kay-yung-creativelawyer/ https://www.hybridlegal.co.uk/the-legal-loop If you’d like account management tips, updates on upcoming podcast episodes, and invitations to my free trainings, make sure you sign up for my newsletter at https://www.accountmanagementskills.com

10/16/25 • 52:05

Welcome to episode 147. In this special compilation episode, Jenny Plant revisits standout moments from her conversations with leading voices in the agency world about how AI is transforming agencies and agency account management. With change accelerating and clients already asking tough questions, this episode brings together practical frameworks, provocative thinking and real-world use cases that can help agency owners and account managers lead the AI conversation rather than follow it. Across five key themes – from industry-wide disruption and agency adoption, to shifts in search, pricing models and client expectations – you’ll hear from strategists, pricing experts, consultants and AI practitioners on what’s working, what’s changing, and what to prioritise next. If you want a sharper perspective on AI’s role in agency growth, this is your starting point. If you’d like to see how ready you are to use AI in your client management role, I’ve put together a free AI readiness quiz. It takes about three to five minutes. You’ll get a tailored report with tips for how to start integrating AI into your workflows for client retention and growth. You can do that here: https://accountmanagementskills.com/ai-account-manager-quiz/

10/1/25 • 31:15

Welcome to episode 146. This episode will be really valuable if you're an agency account manager or an owner working with charities, nonprofits or mission driven brands, or if you're just curious about how the social impact sector operates differently and what account managers can learn from it. Lauren Jones is Senior Director of Client Services at Wide Eye, a digital creative agency for purpose-driven organisations & changemakers, and has spent her entire career in the Nonprofit sector. In this episode, we cover: • what makes working with nonprofit clients different from for-profit • why impact, not revenue, is often the most important KPI. • how to build and structure an account management function inside an agency. • how to shift your agency from project based sort of more transactional work into longer term strategic partnerships. • practical strategies for measuring and demonstrating impact, often through powerful storytelling rather than just data. • Creating a really interesting stakeholder engagement design. • coaching clients so they can evangelize about your work internally • building long-term trust that keeps your account strong and sustainable. Even if your clients are all commercial brands, then Lauren's advice about strategic thinking, building relationships and aligning with client priorities will definitely resonate. You can connect with Lauren via LinkedIn here: https://www.linkedin.com/in/lauren-m-jones-1b623259 or via her own website: http://lmjones.com/ if you'd like to see how ready you are to use AI in your client management role, I've put together a free AI readiness quiz. It takes about three to five minutes. You'll get a tailored report with tips for how to start integrating AI into your workflows for client retention and growth. You can that here: https://accountmanagementskills.com/ai-account-manager-quiz/ If you want to be alerted to new podcast episodes coming up, hear about tips for account managers and any mini trainings I'm doing, you can also sign up for my weekly newsletter here: https://bit.ly/AMSUpdates

9/16/25 • 48:46

Welcome to episode 145. This episode is going to be particularly useful if you want to understand how to engage with your client’s marketing procurement department and understand the world through their eyes when selecting an agency to work with. I'm delighted that global marketing procurement consultant, Tina Fegent, has joined me for a second time on the podcast. Tina is a leading expert and pioneer in marketing procurement, with over 30 years of experience shaping the industry. She launched her consultancy in 2006 to help brands unlock greater value from their marketing spend through strategic, commercially focused procurement. Tina has worked with global brands and agencies to drive efficiencies, improve ROI, and foster better client–agency relationships. She is a regular speaker, advisor, and industry commentator, known for advocating collaboration between marketing and procurement. Passionate about innovation and impact, Tina continues to influence best practices and champion the evolving role of procurement in delivering creative and commercial success. Here’s what we covered in this episode: - Why procurement is becoming more important within companies and what that means for agencies - How agencies can make themselves more attractive to companies with in-house procurement - The role of intermediaries in helping clients find new agencies to work with vs direct search - Tina's insights on the shift from agency-of-record relationships to project-based work and what this means for different sized agencies - The current state of AI adoption in marketing – and how to initiate conversations about AI with procurement - How to position “Output-based” pricing to Procurement …and lots more. You can connect with Tina Fegent here on LinkedIn: https://www.linkedin.com/in/tina-fegent-fcips-2103573/ If you'd like to assess your “AI readiness for client retention and growth in your agency, you can go to my and take the quiz. It takes 3-5 minutes and you'll receive a report with tips for how you can incorporate AI into your client management workflow. https://accountmanagementskills.com/ai-account-manager-quiz/ And if you don't want to miss my news on agency account management, mini trainings, podcast episodes etc sign up to my weekly newsletter here: https://bit.ly/AMSUpdates

9/2/25 • 48:29

Welcome to Episode 144. In this episode, Jenny Plant discusses how account managers can remain indispensable in the face of AI's transformative impact on marketing. She explores the current AI landscape from the perspectives of clients, agency owners, and account managers, introducing her Four P's framework for integrating AI into account management. The episode highlights real-world examples of AI applications, the importance of developing AI skills, and common pitfalls to avoid. Jenny concludes by emphasizing the necessity for account managers to lead the change in their roles as AI continues to evolve. The AI-enabled Account Accelerator is my flagship training and coaching programme that’s designed to help agencies unlock consistent client growth and retention – powered by both proven strategy and smart AI integration. This isn’t just theory. Past participants have seen up to 45% growth in revenue from existing clients. You’ll learn how to: Spot the best opportunities to grow your accounts faster Catch and fix client issues before they escalate Use AI to prepare for meetings, summarise calls, and personalise comms Share fresh ideas with confidence and keep your clients loyal and happy Apply a repeatable, strategic process that your whole team can follow Whether you join the 12-week Sprint or the one-year programme, you’ll walk away with practical tools, coaching, and ongoing support. It’s for anyone who is managing client relationships and tasked with retaining and growing the account. The next intake kicks off on 16th September 2025 and we’ve already taken confirmed bookings. Visit the Account Accelerator training page and find out more or book a quick call with me to discuss if it’s the right fit. https://www.accountmanagementskills/account-accelerator

8/19/25 • 31:56

Welcome to episode 143. This episode continues our theme of AI integration into the agency business operations. My guest is Heather Murray, a generative AI expert, Top 5 MarTech influencer globally, international speaker and Founder of AI for Non-Techies (award-winning AI training and learning hub). Regularly featured in Forbes magazine, Heather brings energy and enthusiasm to the world of AI. Her accessible, jargon-free approach helps people overcome confusion, reluctance and fear when it comes to where to start. Heather has formed powerful working partnerships with the likes of Toyota, Mitsubishi and Salesforce, and drove $75m in client pipeline in 2023, all with the help of AI. Passionate about purposeful business, Heather uses 20% of all profits to run grassroots community work with isolated elderly people. Following my AI for client retention and growth webinar in July 2025, I’ve had lots of conversations with agency owners and account managers who are starting to embrace AI in their daily workflows. Here's what we cover in this chat: - Why agency owners don’t need to be tech experts to thrive with AI - How AI can help you deliver more value to clients without burning out the team - The risks of ignoring AI - and how to start experimenting safely and smartly if you're thinking, "I really need to get serious about using AI in my account management role," then let me tell you about something coming up that could be perfect for you if you’re listening to this before September 16th 2025. The AI-enabled Account Accelerator is my flagship training and coaching programme that’s designed to help agencies unlock consistent client growth and retention - powered by both proven strategy and smart AI integration. This isn’t just theory. Past participants have seen up to 45% growth in revenue from existing clients. You’ll learn how to: ✅ Spot the best opportunities to grow your accounts faster ✅ Catch and fix client issues before they escalate ✅ Use AI to prepare for meetings, summarise calls, and personalise comms ✅ Share fresh ideas with confidence and keep your clients loyal and happy ✅ Apply a repeatable, strategic process that your whole team can follow Whether you join the 12-week Sprint or the one-year programme, you'll walk away with practical tools, coaching, and ongoing support. It’s for anyone who is managing client relationships and tasked with retaining and growing the account. The next intake kicks off on 16th September 2025 and we've already taken confirmed bookings. Head to https://www.accountmanagementskills.com to find out more or book a quick call with me to discuss if it’s the right fit.

8/5/25 • 40:55

Welcome to Episode 142. I'm chatting with Steve Guberman. With over 25 years in the creative, marketing, advertising, and public relations industry, including a decade spent running and eventually selling his own successful agency, Steve now channels his expertise into coaching agency owners. As the founder of Agency Outsight, Steve helps owners unearth their challenges, define their goals, and conquer them all, enabling them to build and run the agency of their dreams. During this chat, we cover the biggest challenges agency owners are facing today, namely: - pipeline pressures - the impact of AI - the hot topic of niching - why strong account management remains key to the growth and longevity of your client relationships - the powerful impact of humility and empathy in agency leadership - and practical advice on initiating meaningful conversations to re-engage with your clients. You can connect with Steve Guberman via LinkedIn: https://www.linkedin.com/in/agencycoach/ or https://www.linkedin.com/company/agency-outsight/ And find more information on the Agency Outsight website: https://www.agencyoutsight.com/ and podcast: https://www.agencyoutsight.com/podcast/ You can find more podcast episodes, more details about my account retention and growth training, and subscribe to my newsletter on my website: https://www.accountmanagementskills.com

7/22/25 • 39:43