Five things that make a great suit

In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work better

I’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.

Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.

A great suit is defined by their ability to make the work better. Great suits create an environment and relationships where the best ideas can flourish. Where they can get the best out of planner, creative, producer, and client alike.

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