I’ve heard a great account person or CD can push a client to take some creative risks. Which person has more influence? I’m assuming CDs but i’m sure if there a solid relationship maybe accounts. I’m not talking about crazy budget ideas. Just running some copy for OOH that pushes some tension. Also is there anything I can do? I know presenting can make or break the work.

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It also often comes down to how much of a united front the agency is (account AND creative) working together to sell in good work from all angles.

likesmarthelpful

This. Account can't undermine the work and Creative needs to support Account in maintaining a healthy client relationship.

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Honestly, it varies greatly depending on the account. Sometimes the CD holds a closer relationship with a client and sometimes the account team is good friends with the client. In my experience, this “push” could be as simple as a text or a phone call one on one with the client to explain the rationale in a bit more detail. And if you’re working with a good CD, account team, and client… and your reason for the “push” is strong…more often than not, those gentle pushes will be heard. Or at the very least, you will be given a little bit more explanation.

Now, I think another important point to consider here: is your push worth it?

The team that does pushing, cannot fight for every OOH headline that has some tension. No client wants pushback on every digital banner that comes through their inbox. We have to pick and choose our battles with clients.

As a junior, I’d just recommend you talk with your CD, explain where you’re coming from and he or she will decide if it’s worth fighting for. We only want to fight so many battles.

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I agree with Account Director 1

OOH isn’t the hill to die on. The concept of the whole campaign is the hill to die on and the OOH is just one execution of that larger concept.

But OP, you are asking good questions and I encourage your to ask your CD and have that open dialogue with them so you can understand the 10,000 foot view of the clients needs.

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Read Paul Arden’s “How good do you want to be?”
There’s the answer to many of your questions.

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Whoever has the better relationship with the important person

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Depends on the client honestly. Some are closer to the CDs but most are close to the account team

smart

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