Is it common practice for the account team to provide direction to creatives on how to create the content? I'm talking the actual creative approach and or how to craft the editorial content for a project specifically. New to the industry and trying to understand the blurred lines.

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If this is happening it sounds like the account person doesn’t have confidence in the creative team. Account should be writing solid briefs vs dictating the creative process.

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As someone who consistently has to tell creative what to do, you're exactly right. I don't trust my creative teams to do it right. At all.

I shouldn't have to explain basic copywriting concepts to my content marketers ("Can we think of a better headline than 'Top Rated Software' please?") or explain to my designers that there's a difference between good design and good marketing design.

I need a new agency.

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I have been disappointed by creative team more than please with results. Pharma requires specific things and I’ve found the creatives to “forget” all the history of the brand and previous guidance…every time. So we bill too much for things we can’t use and have to revise.

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Really interesting - I always wanted to try an auto account. And a chemical and energy account.

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If the creative director is letting account give that direction, you’ve probably got some issues.

However - you might need to dig deeper to find out what those issues are before blowing things up. Sadly, there have been times where I’ve had to sit down with a creative team and drill into them that a concept had to be designed digital-first, because the agency (and the CD) were incredibly behind on adapting to the digital mindset, and if we shared print-based concepts, we’d lose the client. But that is a situation that should not come up often, and it wasn’t in the kickoff meeting that I had to give that direction, it was after one round of concepts had already been rejected.

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