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I prefer to not and let it shop directly to my clients. I once have been snapped at by a client for “letting this get” to her. There was nothing wrong with it. I think if you remain on the the brief and deliver the ask, there’s nothing more an account person needs to check. We aren’t strategy and we aren’t marketing. Sometimes we will tell you what we know the client hates (I have one who hates knockout logos).
Helpful, thank you.
No. BUT as a creative lead, some of my best allies have been account people. I’ll often invite them to late-stage creative internals and ask them to play the role of a tough client so the creative team can fine-tune their pitch and think through their answers to potential objections. It’s all done in camaraderie and everyone goes into a presentation much more prepared and united.
Yes, Account should be representing the agency to the client, not the client to the agency. Great agencies train their Account staff to look after the agency’s interests, which include fighting for the integrity of the work. Lousy agencies just chase billings and don’t care about the work. At great agencies, Account staff are proud of the creative they’ve helped champion and are rewarded if a campaign gets through that puts the agency in a good light. (It’s not exactly rocket science, but amazing that so many get it so wrong.)
That’s normal! Sad but true!
Is everyone serious? Since when is Account not supposed to give creative feedback? if you consistently give me garbage I’m going to start showing more leadership in that area and also call your boss and ask why I’m doing his job.