Interagency Collaboration: Account and Creative Teams Speak Out About Their Relationship. (May 2020)

• Record Type: Journal Article
• Authors: Blakeman, Robyn; Haley, Eric; Taylor, Maureen
• Is Part Of: Journal of advertising education. Volume 24:Number 1(2020)
• Page Start: 52
• Page End: 68
• Publication Date: 2020-05
• Subjects: account management -- advertising education -- art direction -- communication -- creative; Advertising -- Study and teaching -- Periodicals; Advertising -- Study and teaching -- United States -- Periodicals; Electronic journals; Periodicals; 659.1071
• DOI: 10.1177/1098048220914006
• Languages: English
• ISSNs: 1098-0482

Abstract

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.