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My creatives bring work to me before they show CDs, and CDs bring me into reviews before account people. I don't know if it's them or me but try these: 1. Become an ally. Use your smarts to help them sell through brave/risky work to clients. 2. Be sympathetic. They already have crazy tight timelines, don't drag out the brief writing process. If it needs more thought, bring CDs in as you're writing the brief. Bounce brief thinking off them. Let them get thinking on the audience/problem/category etc. so they're less anxious. 3. Be humble. Sometimes a creative comes up with a better insight. Be okay trashing the one you have.
Strategist here. So many strategists think they’re the smartest person in the room. Many think they’re above creatives. They direct creatives instead of helping them. And they suck at giving feedback. THOSE are the strategists people hate.
A good strategist is smart, helpful and collaborative. Helping along the way to get to the best out of the creative ideas. Being additive and not just shitting all over everything.
I've worked with creatives that value our contributions and creatives that tend to dismiss / ignore them. I feel like the dismissive ones are the same ones that shit talk the client and their perspective, seems they just don't want to listen to anyone. I wouldn't take it personally. Also, hopefully what you're seeing on fishbowl isn't what you're dealing with at work.
People (consumers) are the greatest asset a brand has. And the greatest inspiration for design solutions. Most creatives don’t really get that. Good research undermines their need to be right about everything 🤯
Respect. If you respect their work and come in as an ally vs a killer - it will do wonders. Some are harder to crack, because they tend to be overprotective of their work, but put yourself in their shoes. They have seen way too many great ideas die by paper cut, and nobody wants that. Build a relationship with them and soon you won’t even have to ask, they’ll come to you for advice outside of official reviews.!
Btw I am a creative... so I feel ya senior strategist
If my boss is happy that’s all I care about 🤷🏻♂️
Most creatives don’t care about strategy or driving their clients business. They just win want to win awards. If I’m wrong tell me what your clients business objectives are and what their goals are for 2018.