Professor Kelly O'Keefe discusses the Creative Brand Management track at the VCU Brandcenter.

There would be no need for an advertising world of words, pretty pictures, storytellers and mavens without clients. Client-side Creative Brand Managers direct a mix of agency and client specialists to focus on gaining measurable market share, increasing customer lifetime value and building brand equity. And, working closely with client brand managers, agency account managers oversee the client relationship, marshaling a mix of disparate agency resources and ensuring they are brought to bear in fulfillment of client strategic business objectives.