Agency Process...
Out of context: Reply #36
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- dauntilus0
I have worked in places where the account service team has so much control in an agency. It's a bad thing too. Half of the people have no real agency experience. They figure if they were an account or project manager for company A, doing it at an agency cant be that much different. Then of course because they manage the account they assume them have such a vested interest in the success of the account that they want to sit in on creative reviews and give thier own feedback which is usually subjective but wont proceed to the next step in the process until thier own feedback is addressed. Granted, them catching something we might have missed in a breif or brand guidelines, etc is one thing. But account manger Joe or Lisa saying "hmmm, I think that image should be bigger" carries no weight as far as Im concerned. You ever notice how everyone in an agency thats not a creative thinks they can do a creatives job, but at the same time no one but themselves could do theirs. I have developed a simple rule now. If you want to art direct the art directer, show me your book. Dont have one? Then sit back and manage client expectations, make sure we get paid, take them to dinner and kiss thier ass and shut the hell up about the creative.
Its a catch 22 for creatives in some agency environments. Account people and non-creatives push their weight around to get you to do things you know are downright awful for the concept and the creative. You are then forced to do it, client shits all over it at the meeting and then afterwards these same non-creatives are looking at you like "wtf did you do?"
- Also wanted to ad, if your creative breifs are coming to you from anyone other than someone that has a book or a reel, something is wrong with your company.dauntilus