Internal Agency Relationships: Account Services and Creative Personnel

Bergh, Bruce G. Vanden; Smith, Sandy; Wicks, Jan LeBlanc

doi:10.1080/00913367.1986.10673006

Cited by 20 publications

(6 citation statements)

References 2 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Creative teams that once reacted to strategy now assist in planning the direction the brand and creative will take. This integrated knowledge helps in developing a brief that is inspirational to the creative team (Deckinger & Singer, 1985; Vanden Bergh, Smith, & Wicks, 1986). Knowing what the client wants to accomplish with their advertising efforts helps to narrow creative efforts and strengthen the overall message.…”

Section: Resultsmentioning

confidence: 99%

Team Creative Brief: Creative and Account Teams Speak Out on Best Practices

Blakeman

Taylor

2018

Journal of Advertising Education

View full text Add to dashboard Cite

As a communication tool, the creative brief should seamlessly blend business goals with creative vision. This article investigates the role the creative brief plays as an internal communication tool between account and creative teams. Two data sets were collected. Two open-ended e-mail surveys gathered responses from 33 agency account management members and 42 creative and art directors, asking about their perceptions of the creative brief. Based on the two data sets, we offer pedagogical suggestions to advertising professors for ways to embed more discussions of communication and teamwork into creative brief assignments.

show abstract

Section: Resultsmentioning

confidence: 99%

Team Creative Brief: Creative and Account Teams Speak Out on Best Practices

Blakeman

Taylor

2018

Journal of Advertising Education

View full text Add to dashboard Cite

show abstract

“…A creative’s priority is to create original ideas that solve the client’s problem. Not only are priorities different, but the account management and creative perspectives also differ—account managers are generalists, while creatives are specialists (Vanden Bergh et al., 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Productive intra-agency relationships are desired from both the account and creative teams. Current research shows that many things play into a successful relationship between the two teams such as communication, collaboration, creativity, openness, honesty, and trust (Boies et al., 2015; Hall, 2014; Robbs & Lloyd, 2008; Strutton & Taylor, 2011; Vanden Bergh et al., 2013). Communication and collaboration go hand-in-hand.…”

Section: Literature Reviewmentioning

confidence: 99%

“…No matter the changes in the agency business, the ongoing debate between the two disciplines seems to stand the test of time. There have been numerous studies (Blakeman et al., 2006; de Gregorio et al., 2012; de Waal Malefty & Morais, 2010; Grant, 2002; Hackley, 2003; Hackley & Kover, 2007; Haley et al., 2014; Kover & Goldberg, 1995; Vanden Bergh et al., 2013) that have analyzed both the codependent and philosophical differences between the two teams as well as the differing roles and personality traits (de Waal Malefyt & Morais, 2010; Hirschman, 1989; Koslow et al., 2003; Morais, 2007; Rothenberg, 1994; Thompson, 2015). But there are few that have concentrated on what actual account and creative team members see as obstacles to improving both the working relationship and overall communication.…”

mentioning

confidence: 99%

See 1 more Smart Citation

Interagency Collaboration: Account and Creative Teams Speak Out About Their Relationship

Blakeman

Haley

Taylor

2020

Journal of Advertising Education

View full text Add to dashboard Cite

The relationship between account management and creative is a complicated and ever-changing one. A common theme in the advertising literature is that account and creative teams sometimes struggle with intra-agency communication. This article looks at why communication is still an issue today and what knowledge modern account and creative teams need to know about the others’ role in the agency to close the long-standing communication gap. We asked both account managers and art and creative directors (creatives) what they wished the other understood about their roles within the agency. From their answers, we identify pedagogical suggestions for advertising professors as they work to better prepare students for careers in the industry.

show abstract

“…In marketing communication agencies, creative practitioners' peers, such as art directors, copywriters, and creative directors, are the people who initially pass judgment as to whether an ad exhibits creative excellence (Nixon 2006). After these first filters, account managers and clients come into the process to evaluate the work (Vanden Bergh, Smith, and Wicks 1986). These collective judgments about what is and is not creative form an informal and implicit Creative Code, which creative professionals use to guide the creation of subsequent advertising concepts (Stuhlfaut 2011a).…”

Section: Introductionmentioning

confidence: 99%

The Creative Code: A moderator of divergent thinking in the development of marketing communications

Stuhlfaut

Windels

2013

Journal of Marketing Communications

View full text Add to dashboard Cite

Divergent thinking (DT) is the driver of the creative process. This study examined how DT was affected by the intensity level of the Creative Code, which consists of shared values held by people in creative departments of marketing communication agencies, about what represents excellence in advertising. A preliminary set of interviews with art directors, copywriters, and creative directors established a context and understanding of the importance of divergence, its role in the creative process, and methods that promote it. A national cross-sectional survey found a significant relationship between the Creative Code and divergence, which implied that divergent ideas could be fostered by more open communication among peers and with creative directors.

show abstract

Internal Agency Relationships: Account Services and Creative Personnel

Cited by 20 publications

References 2 publications

Team Creative Brief: Creative and Account Teams Speak Out on Best Practices

Team Creative Brief: Creative and Account Teams Speak Out on Best Practices

Interagency Collaboration: Account and Creative Teams Speak Out About Their Relationship

The Creative Code: A moderator of divergent thinking in the development of marketing communications

Contact Info

Product

Resources

About