Data: 08.06.2006
All we need is love
an article by Sergio Santos, planner TBWA\Lisboa
There's an old joke that says that when the account executive sells a creative proposal to the client, that happens thanks to the brilliant ideas of the creative team. On the other hand, when the account executive fails to approve a campaign, that happens because the account is rubbish. I can already see the smirk in the reader's face, nevertheless this "joke" is a true mirror of some relationships inside the advertising agency, particularly those between the account handlers and the creative people. The creatives complain about the insane deadlines negotiated between the accounts and the clients, their pathetic "copy-paste" briefs, their first reactions to the creative ideas and their lack of capacity to defend the agency?s work and point of view. On the other side of the barrier, the account people complain about the creatives inability to read and understand what?s requested in the brief, presenting some times creative solutions completely unreasonable and out of tone. So where does the planner, aka, the market researcher, the strategy developer, the information centre and the sometimes full-time, sometimes part-time writer of the creative brief ? fit in this ?bellicose? scenario? How does he cope with both creatives and accounts, somewhat different agenda? Well that's a damm fine question.
With a role description like that, the planner is obviously someone that works on a daily basis shoulder to shoulder with the account management and with the creative people. But how do we get along these people? I tend to think from my own experience that planners are sometimes seen from the account and the creative perspectives as confiding allies. The complains I mentioned in the beginning are somewhat recurrent making us planners trustworthy people that can help out reach an overlapping consensus. So yes, it might sound like a common place, but planners should invest time and energy in relationships with both creatives and accounts. As my colleague Filipa (head of planning@tbwa lisboa) says, the planners with their skills can save time to the account people and earn time to the creative team. In the end it's a win-win situation, through the account management you'll be able to reach and influence the client, through the creatives you?ll learn from them how to write a better brief next time.
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