TATIANA PACHECO, RAPP BRAZIL, ON ACCOUNT MANAGERS IN OUR EVOLVING INDUSTRY

Tatiana Pacheco, Co-President RAPP Brazil, shares a thought piece with Meio&Mensagem about the crucial role of Account Managers in our industry...

"Do you have a briefing? Did you order it yet?

For at least 10 years, we have been seeing and experiencing the digital transformation that the world is going through. In our segment, there are endless analysis, discussions and forecasts about how we, agencies of communication, will make the (r)evolution of the species.

However, in so many conversations with market colleagues, I found little information about the account managers... I know what you should be thinking: "Well, the account manager only picks up the briefing and manages the stressed customer. There are other areas in transformation to be discussed and analyzed."

So my intention is not to exaggerate praise for this professional, but to assert the importance they have in the chain of value with the client and the market, and, precisely for this reason, share how I believe these professionals must be adapted to our current moment."

Read more with Meio&Mensagem.