Is it every agency or just mine, that AEs can only make comments that cover their a$$es? They feel like they’ve won a gameshow if they find a typo or bring up some fearful reason to kill work. Ask for a constructive thought and it’s crickets.

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I know a lot of talented AE’s. But I also know a lot of AE’s you are describing.

For dumb people, criticising things is the only way to look smart.

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But why are there sooooo many people dumb.

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Just a thought, but how about you connect with your account director to create a training program on how the account team should critique work during an internal review. A lot of times AEs are just thrown into the process and are not taught how to provide critical feedback.

Help your team help you. Let the team know what kind of feedback you appreciate, what feedback is not helpful and the best way to communicate said feedback. As an account person this is something I’ve asked for many times, but have not actually received. Instead I’ve had to learn by observing. This is a great opportunity to be a better partner.

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It’s sounds like you have a bad partnership with your team, and I’m sorry for that. But I would 100% help if asked

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People feel the need to nitpick anything in order to give the illusion that they’re doing a good job.

I intentionally leave an obvious mistake for this reason. It’s a distraction that reduces negative feedback for the rest of the ad. For real.

“Oh the logo is backwards? GOOD CATCH junior account executive! I’ll have the team get on it right away.” 😉

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You’re definitely reading what you want to read here…I didn’t say creatives were arrogant and self serving, I said this approach was. And I’m not saying to prep for poor input. I’m saying it’s good practice in the long run to help account people understand the kind of input that is actually useful to your team instead of wasting time trying to cleverly avoid bad feedback.

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I’m going to sound like an older bitter b, but I have also noticed that more AEs today are very reactive. Very little proactivity and strategic thinking.

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Yes, however that comes down their leadership. Try setting the tone for reviews by 1) asking pointed questions to account (do you feel this is on strategy? How will x client react?) and 2) bringing them along in the process. Shoot your problem ae a note saying ‘I know you’re very close to this project. Could I get your eyes on a direction I’m thinking about beforehand?’ You’ll suddenly have another advocate in the room, and they’ll be primed with clever insights. If their account leaders aren’t teaching them how to review creative, you’ll need to show them what to look for.

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I expect AEs to call out small issues like that, it’s an essential part of their job to help the team on details that seem unimportant to some, but will make the client think we are sloppy. The AS/AD and more senior folks should be focusing on the work from a more high-level, strategic perspective. Everyone has their role, give the AEs a break. (But yeah some are terrible, sure.)

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Project Management should run the creative through proofing before presenting or trafficking.

No juniors present in client meetings unless they agree to stay quiet. This goes for the client as well, our Account leads should tell the client to keep their juniors quiet.

This is not to be mean, this is because it cultivates a relationship where dozens of people with 2 years’ experience on both sides can derail the momentum of an idea and get it killed. Out of all of those people, maybe 2 to 4 actually have the experience and knowledge to make those calls.

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You’re probably venting…but on a serious note: depends on what type of manager they have, if their manager grills them on a typo and doesn’t care about their constructive thoughts… that’s usually what type of AE you are going to get in a room.

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Too many “I agree” folks and not adding value to help sell the work

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Looks like you forgot a period, which would make this a much more valuable sentence.

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Oh man, I had the perfect reaction on a comment here and they deleted it. Damn you, AE1. 😙

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AE’s will feel like it’s not their job to improve the work

CD1 💀💀💀

that was amazing

You’re correct, Its (almost) every agency.

If you've ever wondered why Project Managers call themselves babysitters, read this thread. I understand where the OP is coming from, it does seem like Account (mostly junior) feel the need to say something and they fall back on things like the font size because they have nothing else to say.

AEs used to be the lifeblood of agencies. They had to know everything about every discipline. Now they just schedule meetings and (try to) provide edits on your decks. As one of my Creatives used to say to AEs "Your function isn't necessary in the creation of advertising".

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