Steff Gordon.
This series of articles looks at the world of the account manager.
This time its Equality Media + Marketing's account manager Steff Gordon.
How did you end up in account management? Was it by design or a cosmic accident?
Definitely a cosmic accident. I changed my mind about what to study a few times during uni but in the end found myself with a business degree majoring in marketing, which led to my first job at a media agency. From there, I fell into account management. A younger version of me probably wouldn’t have expected this, as I had assumed you needed to be extroverted and a loud presence in the room – which isn’t necessarily me. I’ve since learnt that is not the case. It’s not about being the loudest, but instead a trusted voice; there are a range of other skills that make me suited to account management.
Since then, I’ve worked across different agencies, specialising in areas from media to analytics and web development. Now an account manager at Equality, being part of a full-service team means I get to be involved in the whole marketing process with clients, which is really exciting for me.
Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
It is definitely a juggling act, but clear communication is key. For the creative team, that means providing a clear brief while leaving space for creativity to spark and innovative ideas to shine. For the client, it’s about understanding their business needs, setting expectations from the start, and helping them understand how a strong creative strategy supports their goals. Open communication throughout the process ensures both sides stay aligned.
Creative itself is also a balance of risk versus reward. We can play it safe for known results or take calculated risks to stand out in today’s cluttered advertising space. When it works, those risks can create a viral moment and help define the brand, which is always exciting, but it requires trust between all parties.
What strategies do you employ to clearly convey creative ideas to clients and address client feedback?
Firstly, it is about understanding each individual client and presenting ideas to them in a way that works for them. Are they more visual, do they prefer storytelling or do they love an Excel spreadsheet?
Once I know how to best deliver it to them, I make sure recommendations are linked to their business goals and backed by data so I can answer the inevitable “why” questions.
When addressing feedback, it is about listening carefully to understand the reasoning and being able to clearly translate that into actionable items. Two-way communication is also key - if something isn’t clear, ask questions, and if I don’t agree with the feedback, have a conversation to get on the same page. Keeping the communication open leads to less back-and-forth in the long run and greater outputs.
How do you build strong relationships with clients?
It may sound like a standard answer, but it’s standard for a reason – building a strong relationship starts with trust. I build that trust by positioning myself as a reliable and knowledgeable resource, a subject expert clients can turn to for guidance.
Another regular theme with account management is good communication. It’s important to understand each client’s communication style, preferred method of contact, and how they work best, so we can provide a service that works for them.
At Equality, we have three core values that I think perfectly sum up the key components of building strong relationships:
- Initiative: Proactively supporting clients and presenting ideas to help achieve their goals.
- Collaborative: Working with the clients to achieve goals, not just for them.
- Accountable: Delivering on expectations and having open, honest conversations when things don’t go as planned, ensuring long-lasting relationships.
- Do you have any go-to tips for navigating challenging conversations with clients? And effectively selling an idea?
When facing a challenging conversation, it’s best to stay calm and measured. If there has been an issue on your end, be honest and accountable, but come to the table with solutions, not excuses. When seeking buy-in on an idea, clearly link it back to the client’s business objectives so they can see the value and impact.
Focusing on building a strong and trusted relationship from the start makes these difficult conversations much easier to navigate when they arise.
Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
We can’t ignore the rise of AI and how it is fundamentally changing the way we work. Staying up to speed with these tools is critical, or you risk being left behind. However, as an account manager, I see AI as an opportunity to automate day-to-day tasks, freeing up time to be more creative, strategic, and innovative in how we approach campaigns and client solutions.
A challenge I see at the moment is the cost-of-living crisis and how it’s impacting buyer behaviour. Consumers are more cautious with their spending, constantly seeking deals, and decision-making for big purchases is taking longer. This means campaigns need to be even more targeted, relevant, and persuasive to resonate with audiences, and creative needs to have cut-through to make you stand out in the market.
What advice would you give your younger self when you first started out in account service?
I would say to back yourself and celebrate your accomplishments, no matter how small they may seem at the time. Also, look for opportunities to learn and grow, taking ownership of your own development. Don’t wait for someone else to guide you – be proactive in seeking out experiences, asking questions, and expanding your skills.
Equally important is to maintain a healthy work-life balance; if you do feel burnt out, don’t be afraid to take a break and find the right opportunity for you. Taking a little career break and changing routes a couple of times led me to find a role at Equality where there is a true people-first culture, which has made all the difference in enjoying work.
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