Adnews publishes a series of articles that looks at the world of the account manager. The star of this week’s article is our very own Bambi Villacruz, account director at Spinach.
How did you end up in account management? Was it by design or a cosmic accident?
Totally a cosmic accident. I started with a broad background in communication and media studies, loving all aspects of media without specialising.
I kicked off my career in sales for a niche magazine focused on the creative industry, which opened my eyes and helped me build great contacts. After tiring of sales quotas, I moved into part-time marketing while freelancing as a scriptwriter for mainstream films – pretty random, right?
Then a friend introduced me to advertising “suiting,” which sounded like a perfect blend of sales, marketing, and creativity. I interviewed, got hired, and never looked back. Sometimes the best careers are the ones you don’t plan!
Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
I think it’s about choosing your battles carefully. Sometimes, you need to have honest conversations with clients, and the same goes for creatives, but always with respect.
Building trust and partnership over time is key. The focus is on doing what’s right to meet the brief’s goals, whether that means increasing sales or creating brand conversations.
Asking “Why would this matter?” keeps everything aligned and purposeful.
What strategies do you employ to clearly convey creative ideas to clients and address client feedback?
I always kick off by showing clients we’ve really listened to their brief and get what success means for them. I also prefer presenting ideas live, whether in person or online, and if I can, I drag the creatives along too. There’s something about having the people who actually made the work in the room that builds instant credibility.
When it comes to feedback, I try to read between the lines and figure out what they’re really saying. Honest conversations help build trust and make sure it’s a real collaboration, not just ticking boxes.
How to build strong relationships with clients?
For me, it’s all about doing the job right – on time, on budget, and without adding any extra stress. Clients are juggling a lot, and honestly, agencies are just a small part of their day. So when I can make their life easier, that’s when trust starts to build. It’s that feeling of “My agency’s got this, they’re part of my team.”
But it’s not just about work stuff. When you can share a laugh or have a moment outside the usual business talk, it creates a real connection. I try to remember stories clients have told me, what they like, or what challenges they’re facing right now, which shows I’m actually paying attention. Those little things help me support them better and turn the relationship into a genuine partnership. Plus, it just makes the whole thing more enjoyable and way more lasting.
Do you have any go-to tips for navigating challenging conversations with clients? And effectively selling an idea?
When things get tricky, I try to stay calm, listen more than I speak, and not jump straight into solution mode. Clients want to feel heard, not talked over. I’ve found that asking a few simple, honest questions can go a long way in getting to the heart of the issue. Just be present, listen properly, and don’t make it transactional.
As for landing ideas, it’s less about “selling” and more about making sure we’re answering the brief in a way that actually works for the client and for the audience. I always try to bring it back to: does this solve their problem, hit their goals, and hold up creatively?
Confidence is key, but so is reading the room. You don’t need to push an idea hard if it’s right. You just need to show why it matters.
Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
Definitely. One big shift is AI and not just in creative, but in how we present, report, and work day-to-day. It’s changing things quickly, and while it’s exciting, it also means we need to keep the human side of what we do front and centre.
Another challenge is the growing demand for content across so many channels, all the time. There’s pressure to move faster, produce more, and keep everything consistent. As account leads, we’re right in the middle of making that happen while still protecting the creative integrity and helping the team work smarter.
What advice would you give your younger self when you first started out in account service?
I’ve been a suit in three countries, and honestly, every new gig feels like starting fresh. That never changes, and that’s part of the fun.
If I could talk to my younger self, I’d say: don’t stress about being perfect or faking it ‘till you make it. Ask questions, speak up, and don’t be afraid to do things your way.
Also, chill out a bit. Take the job seriously, but not yourself. Have fun, make memories, both the great ones and the silly ones. It’s okay to be scared and then go ahead and be brave anyway.
And one last thing: find your person. Whether it’s a coworker, ex-colleague, or mentor, when work gets hectic, having someone who gets you and your world makes all the difference. Find that person, and you’ll survive the adland jungle.
