Product management in an agency setting isn’t your typical one-to-many model—it’s fast-paced, highly adaptable, and deeply collaborative. Unlike in-house product teams that build and iterate on their own products, agency product managers (PMs) must quickly understand a client’s business, dive deep into their challenges, and deliver high-impact solutions within tight timelines.
In a recent episode of Productside Stories, our CEO, Rina Alexin, sat down with Anne Veit, Head of Product Strategy at Razorfish, to discuss how product management works in an agency setting. With over 20 years of experience across industries like financial services, healthcare, aerospace, and retail, Anne brings a strategic and innovative approach to product development—one that focuses on speed, adaptability, and delivering real impact.
From Journalism to Product Strategy
Anne’s journey into product management started in an unexpected place—journalism. She studied at Indiana University’s Ernie Pyle School of Journalism, where she developed a deep curiosity for understanding problems, asking the right questions, and investigating root causes.
“I think that journalism background—always questioning why, how, what—really lends itself to product strategy,” Anne shares. “Throughout my career, I naturally gravitated toward solving problems and creating solutions.”
This foundation in research and storytelling proved invaluable in her transition into product strategy, where she applies those same investigative skills to uncover user needs, market gaps, and business opportunities.
How Agency Product Management Differs from In-House
So what does product management look like in an agency setting? Unlike traditional product teams that own a product long-term, agencies operate in high-intensity, fast-moving environments where they must embed themselves into a client’s business, deliver impact quickly, and hand off solutions efficiently.
Anne breaks it down:
- Clients come to agencies with specific business challenges or innovation goals.
- Agencies must quickly assess the problem, conduct discovery, and design a solution.
- Timeframes are compressed—there’s little room for long development cycles.
- Fresh perspectives allow agency teams to challenge assumptions and rethink strategies.
“What’s interesting about agency work,” Anne explains, “is that we don’t have the long runway or deep internal knowledge of an in-house team. But that’s actually an advantage. We come in with fresh eyes, challenge existing thinking, and move fast.”
Are Clients Asking for Solutions or Investigations?
One challenge agency PMs often face is that clients think they know the solution they need—but it’s not always the right one.
“Clients don’t always say, ‘Please investigate this problem for us,’” Anne notes. “They often ask for a specific solution. But part of our job is to validate whether that solution will truly solve their challenge.”
Anne and her team take a structured discovery approach—leveraging user research, focus groups, and usability testing to ensure the proposed solution is actually solving the right problem. When necessary, they pivot recommendations based on data and insights.
The Power of Cross-Functional Product Acceleration Teams
To move fast and deliver value, Anne’s team at Razorfish uses a Product Acceleration Team model—a cross-functional, collaborative group designed to push innovation forward.
These teams typically include:
- Product Managers
- Designers (UX/UI)
- Engineers
- Data Analysts
- Marketing & Brand Experts
Instead of rigid departmental silos, these teams operate like startup squads—solving problems from multiple angles at once.
“We work closely with marketing, brand, and tech teams because product isn’t just about what you build—it’s about how you bring it to market and drive adoption,” Anne emphasizes.
Rapid Product Innovation: The Key to Agency Success
Because agency PMs work on accelerated timelines, they rely on product innovation methodologies—a blend of design thinking and product strategy that ensures solutions are desirable (user-focused), viable (business-backed), and feasible (technically sound).
Anne explains:
- Desirable: What’s the customer need? How do we solve real pain points?
- Viable: Does this align with business objectives? Will it drive revenue or growth?
- Feasible: Can this be built within constraints? Does the technology support it?
Using this framework, agencies can innovate quickly while ensuring long-term sustainability.
Handling Data Challenges & the AI Revolution
AI is at the forefront of nearly every product discussion today—but as Anne points out, many companies misunderstand its role.
“Often, when clients say they want AI, they actually need better data,” she says. “We hear, ‘We want AI to do X,’ but when we investigate, they don’t actually need AI for that.”
She highlights two major data challenges companies face:
- Messy Data – Data isn’t clean or structured, making AI adoption difficult.
- Zero Data – Companies entering new markets don’t have historical data to analyze.
For messy data, Anne’s team helps clients clean and structure their datasets to improve decision-making. For companies lacking data, agencies like Razorfish leverage third-party datasets (e.g., through partners like Epsilon) to bridge the gap.
Advice for PMs Considering an Agency Career
For product managers considering a shift to agency work, Anne offers a few key insights:
- Expect variety: You’ll work on different industries, challenges, and business models.
- Be adaptable: Client priorities shift fast—you have to pivot quickly.
- Develop strong communication skills: You’ll need to convey product ideas clearly to stakeholders who might not speak “product.”
- Think fast, but think smart: Agencies don’t have the luxury of long timelines, but good decisions still require rigorous thinking.
“Product at an agency is exciting because you’re constantly being challenged,” Anne says. “But it’s important to know that product work isn’t always glamorous. The day-to-day can be messy and complex—but that’s where the magic happens.”
Mastering Product Management in High-Speed Environments
Anne’s approach to product management showcases the power of adaptability, rapid problem-solving, and cross-functional collaboration—essential traits for PMs navigating the fast-paced world of agencies. Whether you’re working across multiple industries, driving innovation on tight timelines, or helping clients rethink their digital strategies, having the right frameworks and tools can make all the difference.
- Download our PM Leader First 90 Days template pack—a powerhouse toolkit with checklists, stakeholder engagement strategies, and proven frameworks to help you hit the ground running.
- Watch our next webinar for expert guidance on refining your product strategy and building high-performing teams.
- Enroll in our Optimal Product Management course to sharpen your strategic thinking, master stakeholder alignment, and lead with confidence—whether you’re working in-house or at an agency.
What’s been your biggest challenge in agency product management? Share your thoughts in the comments or connect with us on LinkedIn.