Accounts are rarely lost on the work. They're lost in the renewal meeting, in the silence after a price increase, in the quarter where nobody asked the client what had changed. Dasha spent twenty years in advertising and was one of the founding team at Hogarth Worldwide, so this comes from having sat on both sides of the relationship. Most account management training teaches your team to map the account. We coach the conversations that keep it.

Being treated as a strategic partner rather than a supplier takes three things. Knowing the client's business well enough to notice what they haven't spotted yet. The confidence to raise it, including when it sits outside your remit and you're worried you should already know the answer. And the judgement to explore it properly without it turning into a pitch. We work on all three.