Wannabe Adman’s asking "How can Account Management, Planning and Creative work better together to both develop and sell big communications ideas?"
Here’s a fascinating contribution from Life in the Middle. He’s be an interesting client no?
My two penneth is largely focused on the interpretation of the brief:
"Breaking the question down, i’d say it’s actually two questions:
- How can we improve efficiency?
- How can we ensure that ‘big ideas’ are allowed to flourish/be sold?"
I’m not sure it’s really about efficiency – lots of little silos doing their own job. Isn’t it the overlap that makes it work? Lots of conversations and lots of ideas. The more talk, the more chance to expose something interesting- or something dumb for that matter. This isn’t really possible if every time an enthusiastic account exec has the cheek to suggest an idea, they get booted out of the room to finish the contact report.
Which begins to answer Will’s second point – ideas ‘flourish’ and grow through lots of input. This includes the client who knows their business better than anyone. An enthusiatic team that believes in what they’re proposing (and each has had a stake in it) is far more persuasive than one that’s been banished to respective corners to do their job-espescially when the person that is supposed to approve the work has had a big part of it’s development in the first place…
On another note, isn’t the question itself quite revealing? Why isn’t it asking about the media people and the other agencies too?
NORTHERN PLANNER 
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