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You have to allow for Creatives to solve the ask vs prescriptively mandating the client supplied answer. Let them know what the challenge is they have to address and if the Client has supplied input share it. But you HAVE to give them the opportunity to creatively problem solve or else they will feel uninspired and they will see you as an order taker that’s more interested in having a frictionless relationship with the client than standing up for them. And then you’re dead to them.
You need to get comfortable with the fact that the creative development process is inherently messy and about coming to a compromise between client and agency. We’re not there to take client ‘orders’
Be clear about the ask. Are they looking for a prescriptive change that has no wiggle room, or are they looking for help solving a problem. If the client mandates something that the agency disagrees with, you need to make sure they also take accountability for outcome.
I set up short alignment meetings where everyone shares expectations up front. Translating client speak into actionable creative briefs helps, and I try to highlight positive feedback too, so it feels more collaborative than critical. Clear, open communication goes a long way in keeping everyone on board.
Good on poster for looking to improve early. This is a big problem I have with my accounts. Most of what I can say was said above. Take this advice and you’ll be the creative team’s favorite.
Fully agree with the comments above. Creatives need to understand the issue and be allowed to find a solve themselves. Or they need to understand why something is mandated. I’ve often found that when the feedback is unclear, it’s because account doesn’t fully understand it themselves. It’s okay to ask questions (to clients and creatives) to make sure you not only understand the ask but the reasoning behind it.
I also think having a relationship with the creative team is important- have little 15 min check-ins. The best teams I have been on with the most successful work are where there’s camaraderie and understanding between the departments.
I also really commend you for being self aware in that you may be part of the issue- a lot of people are incapable of seeing or admitting that.
you have so many good answers in here. i'm just glad you're asking 😌
Also, invite creatives to the meetings. Nothing like hearing things firsthand
Ask your account director for some guidance- they’re also there to mentor you and it will show you’re wanting to learn.
Great comments in here and good on you being self aware and wanting to learn & grow. A natural tendency many good account people have is to be solution oriented. You’ll find divorcing solution from problem can be hard in writing feedback that creeps toward what you think the client wants. Try to keep it problem/objective based only to allow the creative team to arrive at their own solutions which can sometimes (mostly) not be the client’s anticipated solution.
I mean you’re well over half way there by just admitting you could be contributing. If creatives could make a move to meet you somewhere between in the remaining distance things should go fairly easy
I would recommend asking your creatives how you can better provide feedback to get their honest perspective. Also, I would recommend sitting with the comments yourself to make sure you fully understand the ask and why which will help deliver the feedback.
Easy: co pilot all your client feedback meetings
Can you record your client calls so that you can either share the transcript or the ai summary?
Just say it exactly as the client said it. Don’t add your spin or opinion unless you qualify it as such. What drives creative nuts with junior account people is finding out later the client didn’t say exactly that way.
I will say this approach gets into an order taker mindset and that’s not great either.
Tell them what the problem is. Not what the solution is. Even if the client supplied one.