M e d i c a l A dvertising E vo l v e s agency. As the "face" of the agency, these professionals must balance their agency's needs with those of their client. They must have a genuine passion and respect for the creative product, understand the science behind the brand, be fully informed about new media and be gatekeepers for the "brand," while ensuring that all agency activity delivers a profit. Today's account management team must interface with as many as ten product managers on a single brand. Often these product managers are responsible for various marketing disciplines and media, all competing for their "fair" share of the brand's promotional budget. Facing such politically charged situations, the account management team must have the courage to remain media neutral, always acting in the brand's best interest. Account managers serve many masters in an increasingly complex and dynamic marketplace. They must be knowledgeable, decisive, flexible, and aware of their dual obligations. 17
RkJQdWJsaXNoZXIy NDMwNDAx