Do any other writers get “creative” feedback from account like all the time? Like a group of them all rewriting lines. Im wondering if this is a red flag for this agency. This shouldn’t happen right?!

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^ you two above must not know how this works. Especially disappointing to read CD's comment at their level.

OP, account should not be re-writing your lines. That IS out of line:) They should give you their feedback as they are part of the creative review process and should be able to critique the work (after your boss has reviewed and approved what you're showing them). This is 100% team process as I assume you know. I hope the account person who's doing this to you is young/less experienced for their own sake. Aside from that, what I'd recommend is to ask them just like you would a client what it is they don't like or bothers them about the copy. Ask them what made them change it in this specific way / what their thought process was so you understand. And then tell them how that's so helpful to you and that you can spare them the effort of them trying to fix it because you know how busy they're and that's what you're there to help with instead anyway. Show them how they don't need to worry about solving the issue but that you're always looking to hear and address their concerns as they relate to the business. If you're dealing the kind of person who just likes to have things their way as a personal preference, I'd ask just business related questions of them instead of openly challenging them, like What about this copy version is better for the brand? How is that more reflective of the brand voice? Which project objective does this serve better if said this way versus the previous version?
Keep the personal or emotional out of it so you're not perceived as fighting them on it. Also, tell your boss and consult with them on the strategy for how to deal with the account team so you're not out there alone or worse, get your boss blind sided to the issue later if the client isn't happy with the copy.

likehelpfulsmart

Just throwing it out there but they aren’t copywriters they’re account, you don’t see copywriters tell them how to speak to the client. Creatives are there to actually write the copy because that’s what they are trained in and understand. They got the job because they are smart and good at what they do. I’m all for taking feedback from everyone but I wouldn’t coddle the people who are rewriting copy when they never even tried to understand it. I’d say thank you for your input and explain why you did something, so they understand where you were coming from. Because you are there for a reason and that reason is to write copy, also ask your CD what to do, they should be standing up for your creative since they’re the ones approving it.

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Correct. Should not happen. Talk to your CD/ECD/CCO. Don’t make it a tattle tale session. Ask them as a question. Like “I was just curious. Is this how it works here. I’m used to creative feedback coming through the creative department, but I want to learn the process here.” It’s a professional way of saying “Cut the shit and stick to ordering lunch for client meetings."

likefunnyupliftinghelpful

Ours claim it’s “client feedback” when it’s really just their opinion. Happens all the time

likehelpfulfunny

I want to push back a bit here. How many folks have worked at agencies that promote the idea that “creative ideas can come from anywhere” and “we’re all in the business of creativity”? That’s been the line at every single agency I’ve worked at.

Yes there’s bad ways to give feedback. It’s definitely not fair to put creatives in a position where they have to balance feedback from CDs and the account / strategy team. But I genuinely believe we create better work (and more healthy workplaces) when everyone feels a stake in the creative process.

Folks shouldn’t haven’t to preemptively preface every idea they have with “here’s the bad ad” - sometimes they’re good ads!

Also @CD, “stick to ordering lunch”. Seriously?

likeuplifting

Don’t confuse ideas with craft.

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Here is my filter:
Empowered planners/ strategists: is the comment poking holes in the idea b/c it’s not laddering up
Account peeps: here are some watch outs I have based on conversation with the client
Everything else: an opinion that I take with a grain of salt

likesmart

I wish you were my boss

I think good account people help creative teams navigate all the red flags and client watch outs that could kill great ideas. Shitty account people just try to make their job as easy as possible.

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sound like you work at an account-led agency. Generally, everything that comes out of places like that is dogshit. Good account people help make the work even more sellable. Bad account (and all other departments) people think they are CDs and don’t have the balls to trust creatives.

@S1 I’ve worked at an “everyone’s a creative” shop before. and will never make that mistake again. those places treat creatives like idea slaves. NO THANKS.

likefunny

I think it sucks you’ve had that kind of experience. I definitely think other departments need to do a better job of empathizing with the asks we make of creative teams.

I can’t imagine having to present half dozen unique briefs to a room full of people who want to play copyeditor, then being told to go back and write a half dozen more by end of week (with multiple check ins of course). But I’ve been in situations where that totally was how creative teams were treated.

I guess I’d argue that’s a product of poor leadership (including account leadership) than an overall attitude to culture. I don’t think strategy, accounts, really any departments should expect the hours or effort from creative teams they wouldn’t be willing to put in themselves.

There’s a big difference from strategic feedback and getting into the nitty gritty. I appreciate account feedback that addresses the strat and challenges it. However, if I get one more person on the account side asking me to move the logo over or to left justify text vs. center I’m going to lose it. Trust the fact that I know what I’m doing and my superior already signed off on design ... leave your personal preference at home.

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Your account team has too much free time.

likesmart

Happened every time for every round at the last consultancy I worked at. The “creative director” didn’t exist. The account lead and the 2 people under them just had opinions and changes. Needless to say the product we put out was absolute garbage

likehelpfulfunny

It’s not just that they give feedback, but that they make creative decisions. As in, “I think your line isn’t working. Rewrite it or use this line I wrote. If you don’t agree tough luck. I won’t show it to the client.” that is not feedback, that is direction.

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At the end of the day, if you’re talented, I don’t care where the idea comes from. Hell some of my favorite lines were written by an old AD partner. I’ve had account people have brilliant conceptual ideas in the eleventh hour and, while frustrating to get last minute info, it was great because it was better and we pitched that. If everyone loves the best ideas, no one cares.

BUT... if you are shit and your work is poor and you’re lazy and you just want a power trip, get out of my way.

I’m trying to make great work. If you’re also trying to do that, we’ll get along. Otherwise, quit, move, whatever.

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As long as the feedback will help better sell your creative work to the client, it’s fine. If it’s feedback that changes your idea because of fear of the client, it’s not fine. @AD1, good account people are great. They have a passion for selling in the best work possible. Bad account people side with the client no matter what. And I’m sorry some people deduce the job to ordering lunch. That kind of attitude toward teammates helps no one.

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I’ve only ever done that when there are clients with specific words and terms that are off limits to use in creative pieces, or if the copy could lead to an understanding or interpretation of those same off limits areas. Otherwise refer to the creative brief to give guidance; putting words in creative’s mouths defeats the purpose

likehelpful

Do you take issue with the fact they’re the account team giving you feedback or the type of feedback they are giving? Agree they shouldn’t tell you how to do your job, but if they have constructive feedback that will make it more effective it’s always worth hearing.

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I recently had account people creating mockups.

likefunny

And I’ve recently had creatives write my brief (I’m the planner). Whatever, let’s not be so territorial anymore, I’m tired AF. 🤦‍♀️

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On the one hand, the “stay-in-your-lane” mentality can be toxic. On the other, roles and processes should be clearly defined to limit account involvement where it isn’t needed... because some people really should stay in their lanes 😂

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Yep, as long as people collaborate and come from a trying to be helpful perspective, it can be very valuable and supportive. It's hard work to work well with others. I've had creatives tell me how to do things and how I should manage the client a million times. Sometimes it's been a great idea, other times it's been totally arrogant and clueless and they'd not survive a single day doing what I do let alone talk to clients, lol. We are a team and I've been lucky to work with some amazing folks. Team chemistry is the best when it happens. Hope everyone gets a chance to experience this magical thing at least once in their career 😉

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(P.S. Oy, when I posted my initial comment there were only 2 others before mine, those of CD1 and SAD1, but I see now more so perhaps my feed hadn't updated properly or something)

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