The Account/Creative Partnership

Early in the week, during one of the previous sessions, someone asked "How many of you struggle with your account people?" Every creative director in the room raised their hand, except one. That guy worked at Butler, Shine, Stern & Partners.

It made sense then, that Mike Shine and Patrick Kiss came from BSS&P in Sausalito, CA to talk to us about how they create partnerships between their account services and creative teams. The two talked about the relationship they have with one another, and how by working together as close partners, they not only learn from one another, but create a relationship model for the rest of the agency. Often, the creatives and account folks are considered to be polar opposites, and when you look at the two of these guys next to each other, you can begin to see where that comes from. But as we listened to them describe the interplay between them, I realized they were truly partners in crime.

The two talked about the kinds of things they have to remind one another of as they go about getting great work done. Here are just a few examples of those reminders:

The brief is not written in stone
Account folks need to remember that a brief can (and often should) evolve. We know a lot of work went into it, but the evolution of a brief can make it stronger. Be glad when creatives challenge it. It means we care.

Establish unbreakable bonds with the senior clients
Creatives need to establish strong relationships with their clients in order to find success (see previous posts about clients trusting their creatives). The account people don't want to just be messengers between parties. They want creatives to help forge a great relationship with the client.

Account people need to be as courageous and creative as the guys writing the ads
Anyone can be a doormat to the client. Doing so is not helping anybody get great work done. It doesn't help the agency and it doesn't help the client. Account folks need to understand they're going to bat for the agency, and that they work in a creative field. They're here because they should be creative thinkers too, and not because we want them to serve as a middle-man who simply gives in to the client's impulses.

Clients care about their business, not awards shows
Its easy for creatives to get upset because the client didn't buy the "best" idea. But we have to ask ourselves: was it the most effective idea? Our client's priority is that the idea grows their business. We need to make sure that's our goal too. Besides, the best awards shows recognize work that really makes an impact, not just because it was funny or pretty.

Don't just be a note taker. Interpret.
Stenographers can tell you exactly what was said in a meeting. Good account people can tell you what it all meant. Creatives need your help making sense of the clients.
There were a lot of other things that Mike and Patrick shared with us, but when it's all said and done, one of the most important points is that at Butler Shine and Stern, they actively train their account people to instill a strong understanding of what their role is, and how it fits as a crucial part of the agency's culture. When that culture is indoctrinated, the working partnership between creatives and account folks can thrive.