{ "media_type": "text", "post_content": "Can you imagine if the creatives could nit pick, and comment on every detail of the brief before we agree to start it, like the account team nit picks copy before agreeing to send to client.", "post_id": "6153adbbfbb2d4001d142786", "reply_count": 27, "vote_count": 13, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising", "feed_type": "crowd" }

Can you imagine if the creatives could nit pick, and comment on every detail of the brief before we agree to start it, like the account team nit picks copy before agreeing to send to client.

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A good ECD usually prevents this kind of behavior before it starts. Account can provide any feedback they want, but ultimately the creative leads should always have final say.

This is because of weak creative leadership.

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I blame weak creative leadership. Once they bow to account, and let them control the work...that's it.

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does is it make it easier to imagine the account team as the enemy?

we’re all going through the same shit. please trust me when I say that the account team is often at times shielding the internal teams from the toxic clients and leadership requests that come in. there have even been memos received about protecting the mental health of the internal teams by not sharing bs client comms.

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Ok Senior Vice President. ✌🏻

I’m so sick of seeing people shit on account on this bowl.

If you want to write copy without getting feedback, start a blog.

And fwiw, at every great agency I’ve worked at, creatives DO workshop the brief with planning before creative teams kick off.

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Sounds like you two do things right. Everyone is complaining about the agencies that do things wrong.

Nothing wrong with nitpicking if it would genuinely hang up the clients and it doesn’t ruin the work.

As someone who despises most account people but has good ones right now, I have to say good account people are really great and sadly all too rare.

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I nitpick the shite out of the briefs, because the sr strategists are too busy to check their direct reports’ work.

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You mean when you get a brief. I get a 15 minute pep talk and a link to a blank template…thanks.

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Or three 40+ page PDFs and a random link and the word "education". Not helpful.

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Omg this. Like the strat team telling the creative team what to execute 🥴

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Wait --- isn't the brief given to you by a strat?
I'm the last person to defend account management but this seems like the wrong analogy.

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If the brief sucks, ask questions. Then ask more. Then ask more. When they don’t have answers, say that you’ll look forward to when they find out. You’re allowed to poke holes in the brief. BUT you still have to work on it.

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The issue isn't in the asking.

The issue is the time for the gestation of the brief.

Asking questions and waiting for clarity usually means less time to work on the brief because obviously the brief is "air tight".

Question the strategy? That boat's long sailed.

Of course creatives can nit pick briefs…? I’ve often updated briefs after creatives share their thoughts.

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creatives should challenge briefs even if they can't nitpick them before agreeing to send them to client. more often than not, the work that i see that follows the brief to a t SUCKS! briefs shouldn't be commandments, they should be loose guidelines. allow for more experimentation and challenge the expectations of the client and other internal teams.

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