Expert or servant? Understanding how account managers interpret client interaction styles

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This article seeks to discover how account managers interpret the interaction style of their clients. The study draws on data from six agencies and 21 interviews conducted with account managers in United Kingdom (UK) agencies. Findings suggest account managers perceive clients use a number of styles when interacting with the agency including; expert, collaborator, supplier, servant, and combatant. The study provides evidence of the volatility which exists in clients’ interaction with the agency and suggests agencies perceive some client interaction styles have a negative impact on the creative process and a de-motivating influence on the agency team.
Original languageEnglish
Title of host publicationProceedings of the 2015 Conference, American Academy of Advertising, Chicago
PublisherAmerican Academy of Advertising
Publication statusPublished - 29 Mar 2015
EventAmerican Academy of Advertising Annual Conference - Chicago, United States
Duration: 26 Mar 201529 Mar 2015

Conference

ConferenceAmerican Academy of Advertising Annual Conference
Country/TerritoryUnited States
CityChicago
Period26/03/1529/03/15

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