What skills do you think are essential today for Account and Project Managers working with large B2B brands?
These roles today are much more complex than they used to be. It’s no longer just about managing relationships or timelines. You’re expected to be a strategist, someone who understands market trends and can analyze data to help grow a business within a corporate strategy. You also need to be a creative technology specialist — for example, applying AI solutions.
From my point of view, there’s always one more key expectation: be a great consultant who solves client problems and fulfills their needs. That part hasn’t changed over the years. . I always try to put myself in the client’s shoes – to see challenges from their perspective and make decisions as if their needs were my own.
Do you have any personal rituals or practices that help keep the client close to the project team without slipping into micromanagement?
It might sound obvious, but regular short touch-base meetings help a lot. I don’t schedule them weekly by default, but rather plan recurring sessions for the entire project and also make sure to spend time with the client regularly. Even if there aren’t many new updates, it’s still valuable to connect, build the relationship, and check whether their needs or circumstances have changed.
A second practice I follow is sharing meeting notes with the client after each discussion, ensuring we have agreement on what was decided. And I like to start each meeting with a quick “previously on…” recap – just like in a TV series – so everyone’s aligned from the start.
How do you ensure that multiple projects, led by different PMs, stay aligned with the agency’s values and quality standards?
We start by creating shared frameworks. Our process begins with a one-month onboarding program, where new joiners get a complete overview of our processes, values, and quality standards that guide all work at Admind. We translate the agency’s values into practical, measurable behaviors – embedded into our yearly KPIs – so they’re not just words on a wall. During this early stage, each new PM is paired with a Buddy: a colleague on a special mission to help them integrate smoothly into the organization.
Every PM works from the same set of core processes, templates, and reporting standards – all stored in our newly rebuilt Knowledge Hub, which serves as the single source of truth for all PM-related questions. At the same time, we leave room for adaptation to fit each client’s needs.
We maintain alignment through regular cross-project reviews, 1:1 meetings, feedback sessions, and structured review points. We’ve also implemented knowledge-sharing sessions so that best practices spread organically across teams. This way, each project feels unique to the client, but the quality standards and values behind it remain consistent across the agency