creative and account a marriage made in heaven?. we all know the problem
TRANSCRIPT
Creative and Account
A marriage made in heaven?
We all know the problem…
Deadline?...What deadline?”
“I didn’t read that in the brief!”
“Spell check?.. I thoght youu wer dooing it...”
“Oh… those brand guidelines!”
“He never talks to me…”
So what’s the solution…
Well first, there’s some basic home truths…
• We’re in the communication business, so let’s communicate
• Our work is service based, so let’s remember to serve our clients and their customers professionally
• Respect others’ differences, and work together as a team
• Interpersonal training (Enneagram)
‘How’ can be achieved many ways
EXAMPLES
• Clear agency values that are understood by all – e.g. (Integrity, Community, Committed = Deliver results)
• Clear, structured working practices that are scaleable and tailored
• ‘Honesty’ sessions with clients and colleagues to learn from and move forward
‘What works today has the potential to fail tomorrow.’
Systems that work
• Robust and thorough briefing procedure - give me the freedom of a tight brief. All the information in one placeSeparate copy briefs
Systems that work
Creative Charter
- quality time = quality work
Systems that work
WiP’s and 1st thoughts meetings - It’s everyone’s baby
Systems that work
Job Bags- Keeping track of things
Systems that work
Standalone Creative Services/Traffic Department
Plan ahead, allocate, mobilise the troops, keep a handle on costs
Systems that work
Designated Proof-readerSave time and money
Systems that work
‘Pink slip’ sign offResponsibility!!
Systems that work
Suggestion BoxLet your thoughts be known
Systems that work• Robust and thorough briefing procedure
- give me the freedom of a tight brief. All the information in one place• Creative Charter
- quality time = quality work• WiP’s and 1st thoughts meetings
- It’s everyone’s baby• Job Bags• - give me the freedom of a tight brief• Standalone Traffic Department • Proof-reader• ‘Pink slip’ sign off• Suggestion Box
Production, Design and Studio Departments
- making it all happen
• Include from the outset• Inform studio as soon as possible ‘cos
they have very narrow windows of time• Continually keep them in the loop• Clarity of information in measured
amounts (not bits and pieces)
STAY TOGETHER FOREVERKeeping your relationship healthy
• Work at it• Keep communicating• Be flexible when necessary• Mutual respect• See the other person’s point of view• Have fun – enjoy each other’s company
REMEMBER…
DIVORCE IS EXPENSIVE!
Any Questions?