Our very own AFP contributor Jim Morris has a delightfully controversial column appearing in AdWeek this week. It's about the increasingly difficult job we call Creative Director.
He prepossess several reasons why most CDs are finding themselves in over their heads these days, and here's just a preview.
"I submit that the underlying causes are a combination of corporate laziness and the account service department's collective abrogation of several of its obvious responsibilities. Sadly, the situation is exacerbated by some creative directors' quests for more organizational control.You will have to give the full article a read here. And let Chairman Jimmy know what you think. If he's right, perhaps soon we might see Mike Rowe of Discovery Channel at an Ad Agency filming another episode of Dirty Jobs.
I would hypothesize that the vicious cycle that spawned this sad state of affairs has gone something like this: Account management people, on average, have become weaker and less capable over the past three decades or more."
5 comments:
"Account management people, on average, have become weaker and less capable over the past three decades or more."
I would go further and say that, on the whole, account people these days are an absolute disgrace. I can't think of one (actually, no, there is one) who seems to give a damn about the industry they're in. To them, working in an ad agency is simply a slightly more glamorous office job. That they then also have the nerve to constantly make life difficult for the people who do care about this business of ours (such as big shot creatives like me) beggars belief.
so why doesnt someone start an agency where there are no weak ass account geeks. and accounts are instead managed by creatives. sure creatives dont want to deal with the lame shit that account people do like perfecting your fake laugh and talking about the weather, but shit, it would make for the best agency ever and super kick ass work.
but im still young what do i know
Nice idea evo but....
I tried the same thing years ago and discovered - although, of course, I knew it all along - that creatives just aren't cut out for all the account handling stuff. Including dealing with clients.
I don't think it's too much to ask for account people to sort themselves out. It can - and should be - a very rewarding job.
Unfortunately, most of the account people I've worked with seem to think that they're actually employed by the client. There's no skill there, at all - they just deliver the orders the clients bark at them. Pathetic.
yeah i hear you.
do you think its because they're lazy (account folks) or because they're scared to upset the client for fear of losing their jobs? The same way brands settle for safe boring retarded messaging because the person making that decision doesn't want to be held responsible for something that flops or that can't be tracked numerically as successful or not?
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