The Ultimate Guide to Hiring Account Directors in UK PR Agencies (2026)

Why hiring the right Account Director matters

An Account Director (AD) can make your agency feel easy to run: clients are looked after, teams are supported, and delivery stays sharp.

A weak AD hire is expensive in a different way: senior time gets dragged into day-to-day issues, clients lose confidence, and good people start to wobble.

This guide gives you a simple, practical way to hire a great Account Director for your agency.

What a great Account Director actually does

In most PR agencies, a strong AD will:

  • Own key client relationships and day-to-day account health  

  • Turn business goals into clear PR strategy and plans  

  • Lead and develop Account Managers and Account Executives  

  • Keep delivery consistent (quality, deadlines, comms)  

  • Spot risks early (scope creep, unhappy clients, burnout)  

  • Find growth opportunities (upsell, cross-sell, new briefs)  

The 5 traits that separate average ADs from excellent ones

1) Commercially switched on

They understand retainers, scope, resourcing and margin, and they can have grown-up conversations with clients about what’s realistic.

2) Calm under pressure

They prioritise well, communicate clearly, and steady the team when things get busy.

3) Proper people leadership

They coach, give feedback, and raise standards without creating drama.

4) Trusted by clients

They’re proactive, honest, and confident enough to challenge politely.

5) Relevant sector experience (when it matters)

Specialist sector knowledge can speed up impact, especially in areas such as B2B Tech or Financial and Professional Services .

Salary benchmarking for Account Directors (UK, 2026)

As a sensible guide:

London: £50,000–£65,000  

Major UK cities (Manchester, Birmingham, Leeds, Bristol, Edinburgh): £45,000–£60,000  

What moves the number:

  • Size of the agency or complexity of the client portfolio

  • Line management responsibility  

  • Sector specialism  

  • Hybrid flexibility and benefits  

Write a job description that attracts the right ADs

Most AD ads are too vague. Strong candidates want clarity.

Include:

  • The type of accounts (sector, size, pace)  

  • What they’ll own (strategy, client relationships, team leadership, new business support)  

  • What success looks like in the first 90 days  

  • Your working pattern (be specific on hybrid expectations)  

Interview questions that actually test Account Director ability

Client handling

  • Tell me about a time a client was unhappy. What did you do?  

  • How do you handle scope creep without damaging the relationship?  

  • When do you push back on a client, and how do you do it?  

Strategy and delivery

  • Talk me through how you’d build a PR plan for a new retainer.  

  • How do you measure success when the client’s goals are a bit fuzzy?  

Leadership

  • How do you manage an underperformer?  

  • How do you develop Account Managers?  

  • What do you do to prevent burnout in the team?  

Commercial awareness

  • How do you protect margin on a busy account?  

  • What do you look for when reviewing account health?  

Hiring realities in 2026: notice periods + hybrid/remote

Notice periods

For Account Directors, three months’ notice is still common.

Build it into your plan:

  • Start earlier than you think you need to  

  • Be realistic with stakeholders on start dates  

  • Keep candidates warm during notice with regular check-ins  

Counter-offers

Counter-offers are common at this level. The best way to deal with this is explore in more depth - before offer stage.

A simple check helps:

  • Why are they leaving?  

  • What would make them stay?  

  • What are their non-negotiables?  

Hybrid and remote

Most ADs prefer hybrid (often 2–3 days in the office). Remote can work too, especially for specialist briefs, as long as expectations are clear.

Be specific about:

  • Team days  

  • Client meetings  

  • Travel expectations  

Why AD hires fail (and how to avoid it)

Most failed AD hires aren’t about PR skills. They’re about:

  • Cultural mismatch (pace, standards, communication style)  

  • Unclear expectations (who owns what)  

  • Weak onboarding (especially in month one)  

Fixes that work:

  • Interview for leadership and judgement, not just experience  

  • Be honest about the role and the challenges  

  • Onboard with structure: goals, support, and early feedback  

How PR CROWD can help

If you want a shortlist that actually makes sense, PR CROWD can help you hire an Account Director without the noise.

What you get:

  • Access to passive, highly vetted ADs (not actively applying)  

  • Proper screening for leadership style, client handling and cultural fit  

  • Sector knowledge across PR and communications  

  • A friendly, no-jargon approach  

FAQ: hiring an Account Director in UK PR

1) How long does it take to hire an Account Director in the UK?  

Typically 4–8 weeks from brief to offer, plus notice period (often 3 months).

2) What should I pay an Account Director in 2026?  

A sensible benchmark is £50k–£65k in London and £45k–£60k in major UK cities, depending on scope and sector.

3) Should I hire hybrid, remote, or office-based?  

Hybrid is usually the sweet spot. Remote can work if you’re clear on expectations and the role is structured.

Internal link suggestions

https://www.prcrowd.co.uk/services  

https://www.prcrowd.co.uk/meet-your-recruiter  

https://www.prcrowd.co.uk/contact  

Ready to hire your next Account Director?

If you’re hiring and want a quick, honest sense-check on the market (salary, availability, notice periods, what’s realistic), email hello@prcrowd.co.uk.

Gavin Watson