Use RACI When Account Ownership Gets Fuzzy
Apply RACI to clarify ownership for agency account deliverables.
Account drift usually starts as kindness: everyone wants to help, so ownership goes soft. Responsible Is The Doer The Responsible person drafts, sends, checks, updates, or executes. There can be contributors, but one person should know the task is in their hands today. Accountable Is The Final Owner The Accountable person signs off on quality, risk, and client readiness. For agency deliverables, this is often an account director, strategy lead, or specialist lead. The point is one final owner, not five approvers. Consulted And Informed Are Not The Same Consulted people give input before the work is final. Informed people…
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