Account management, collaboration are becoming most crucial skills

04/16/2010 | Advertising Age (tiered subscription model)

Marketers increasingly prize collaboration and leadership among agencies as their rosters become more fragmented and specialized, panelists at the Ad Age Digital Conference said. "The single most important piece for success for agencies we work with is actually orchestration," Microsoft creative chief Gayle Troberman said. "Account management is the most important function in our agencies, not creative."

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