This series of articles looks at the world of the account manager.
This time we talk to AW senior account manager Karina D’Ambrosio:
How did you end up in account management? Was it by design or a cosmic accident?
I’d call it a bit of a cosmic accident, but honestly, it feels like a blessing in disguise. When I first graduated from high school, I dived straight into a Bachelor of Nutrition, something I was super passionate about. But soon after I realised that science wasn’t exactly my jam. Don’t get me wrong, I’m still into nutrition and love the gym but I’ve always been more creative at heart.
Soon after realising science wasn’t for me, I hit pause on my nutrition degree, took a six-month break, and then pivoted to a Bachelor of Commerce, majoring in marketing and advertising. Looking back, I’ve always been fascinated by the psychology behind ads and what makes people tick, so I figured, why not give it a go?
Fast forward to my final year of university, I was fortunate to receive a scholarship and participate in an internship at McCann Erickson in Malaysia, just before COVID hit. That experience, combined with everything I was learning in my degree, really made me realise I was keen to start a career in advertising.
I graduated during COVID-19, and breaking into the agency world had its challenges. So instead of waiting for an opportunity to come to me, I decided to create my own. I saw so many people jumping on the small business bandwagon - doughnut bouquets, chocolate smash hearts, cake mail… you name it. I thought, "What can I create that’s unique but still in the gifting world and gives me a chance to use the skills I’ve learned at uni?" And voilà, Sweetest Moments was born; my chocolate and confectionery flower bouquet business.
The purpose of my business was to build my marketing portfolio while spreading some sweetness to people who couldn’t visit their loved ones during lockdown. I wore many hats - from creating my business and brand name, coming up with taglines, building the website, photographing my products, managing Instagram and TikTok, and even working with influencers to build the brand. It was an invaluable experience and taught me a great deal about running a business. So, while I may have accidentally ended up in account management, the combination of my internship and my entrepreneurial venture guided me to the “bright lights” of the marketing world.
It’s the perfect mix of creativity, problem-solving, and connecting with people - all things I love.
Balancing a client’s objectives and creative vision can be challenging. How do you deal with that?
It can be a juggling act, but it’s all about finding that sweet spot. For me, open communication, active listening, and collaboration between the client and the creative team are key.
Generally, a quick phone call works better than an endless email thread to clear up confusion, provide context, and ensure everyone is aligned. If there’s tension between the client’s objectives and the creative vision, I find that an open and honest conversation helps. I’ll explain the reasoning behind our creative approach and how it aligns with their objective while remaining open to their ideas.
Ultimately, it’s about finding common ground and ensuring everyone is content during the process and excited about the final result.
What strategies do you employ to clearly convey ideas to clients and address client feedback?
It comes down to clear communication and helping clients understand the rationale behind our ideas. I’ve found that presenting creative ideas early on helps set expectations and creates open communication from the start. Everyone has their perspective, so it’s important to walk clients through the thought process, whether that's in a workshop, presentation, or a quick phone call. This ensures we’re all aligned from the beginning.
If presenting live isn’t an option, I always take the time to document everything, explain our creative choices, and invite their feedback. Once I receive their input, I carefully go over it to ensure I fully understand their point of view. If something is unclear, I reach out to clarify, because if I’m uncertain, there’s a good chance the creative team might be too. It's much better to sort things out early than risk any confusion later.
If their feedback leans toward a different direction creatively, I’ll check in with the team to see if we’re on the same page. And if we feel the client’s approach isn’t quite right, I make sure we offer an alternative. At the end of the day, it’s all about finding a balance and making sure the client feels heard and understood.
How to build strong relationships with clients?
Building strong client relationships goes beyond just delivering great work. It’s also about genuinely caring for their success and making them feel like they’re part of our team. Right from the start, I focus on understanding their expectations to ensure we’re aligned and working toward the same vision.
I might sound like a broken record but I think open and honest communication is everything. I try to keep clients in the loop so they always know what’s happening and can trust that we’re on track. If something isn’t working creatively, I’ll explain why, walk them through our thought process, and propose alternatives. This shows that we’re not just taking orders but working together to find the best creative solution.
Staying calm and positive truly makes a huge difference. While things can get chaotic with so many moving parts, it’s important not to let that show. Clients feel much more relaxed when they feel like we have it under control, and it also creates trust and keeps the energy flowing.
I also love getting to know clients on a personal level. Whether it’s asking about their weekend, celebrating their wins, or just having a laugh, those moments turn a working relationship into something more meaningful and enjoyable.
Ultimately, I want clients to feel like we’re all in it together. I tailor my approach to what they prefer, whether it’s detailed updates, quick chats, or something in between. And I always aim to exceed expectations. At the end of the day, it’s about making them feel heard, valued, and confident that I’m just as invested as they are.
Do you have any go-to tips for navigating challenging conversations with clients?
When it comes to navigating challenging conversations with clients, my go-to tip is to stick to the three C’s: staying Calm, Cool, and Collected. These challenging moments often stem from misunderstandings, miscommunications, or the pressure of tight deadlines.
If a client seems stressed, you can usually feel the tension, but it’s so important not to take it personally. Most of the time, they’re just venting because they’re under pressure internally. What they need is reassurance that their agency team has things under control and are working hard behind the scenes to get it done. In these situations, I’ve found that providing regular updates makes a huge difference as it shows that we’re accountable and keeps clients in the loop.
If what they’re asking for isn’t realistic, I focus on staying calm and walking them through the process. I make sure to explain things in a way that’s easy to understand and work with them to find a solution that feels like a win for everyone. As a Senior Account Manager, I have learnt it’s about showing our clients that we genuinely care about their concerns and are here to help. Handling these moments with empathy and transparency not only diffuses tension but also strengthens the relationship in the long run.
Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
Even though the industry has held up surprisingly well, there’s still a lot of uncertainty out there. Many brands are tightening their belts and scaling back on marketing budgets, which means hanging on to our loyal clients is more important than ever.
These days, long-term marketing plans are almost a thing of the past. Instead, we’re getting briefs with tight deadlines, shifting priorities, and plenty of last-minute requests. It’s a challenge, but it’s also an opportunity to show how adaptable we can be. Clients want things fast, like, “yesterday” fast - and it’s up to account teams to make it happen without letting quality slip.
The key is staying agile and always reassessing timelines, resources, and priorities. It’s not always easy, but when we deliver on those high expectations, it builds even more trust. Our ability to keep up with their pace while making them feel supported is what keeps those relationships strong.
What advice would you give your younger self when you first started out in account service?
I’d tell my younger self that "fake it 'til you make it" really does go a long way. It’s okay to make mistakes along the way, as long as you learn from them and keep growing. Don’t be so hard on yourself, everyone’s figuring things out as they go. And don’t be afraid to ask questions, it’s always better to ask than sit there wondering what you’re supposed to be doing. One big thing I’ve learned is that no one will know that you aren’t feeling confident unless you let it show. So, hold your head high, trust your abilities, and remember that you’re capable of handling more than you think.
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