Just another thought about meeting with creatives instead of account execs:
The main reason account execs screw up the process is that they tend to
take everything the client says literally. We listen in a different way: if
a client (like TLC) says, "we want frames with a nav bar down the left," we
will smile, take notes, and nod in agreement. When we get home, we'll say
to ourselves, "gosh, we're tired of nav bars down the left. They're so
boring. Besides, their cinematic photos might look a lot better used in a
horizontal format. Let's try that instead and see if it'll fly. "(it did)
Most account execs I've worked with would never have agreed to show it to
them because it wasn't precisely what they'd asked for. Basically, we try
to sift through the clients' request and see what's really important as
opposed to what's an unnecessary limitation. Account execs usually can't
think that intuitively.
Another disadvantage of working only with the account exec is that it makes
everything take longer and, consequently, cost more. It's a lot easier to
get from point A to point Z if there's as little interference from the
account exec as possible. Usually this come into play when the creatives
finish up a presentation and then the account exec suddenly remembers all
the things the client said that he forgot to mention the week before. Art
directors don't want to be hassled with a lot of unnecessary phone calls,
however, so you'll have to use your judgement has to when to call the
creative, and when to call the account exec.
Don't tell 'em I said so.
Suz
Suzanne Stephens, Dave Stephens Design; Ashland, Oregon
541-552-1190, 541-1192 http://www.KickassDesign.com/
CyberCircus Grand Prize Winners http://www.thecybercircus.com/
Web Page Design for Designers: http://www.wpdfd.com/wpdres.htm
Clip Art: http://www.freeimages.com/artists/
Tender Loving Care Interactive DVD movie: http://tenderlovingcare.cc/
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