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What do you do if your creative and account teams clash in advertising?

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In the dynamic world of advertising, the collaboration between creative and account teams is crucial for delivering compelling campaigns. However, when these teams clash, the friction can lead to project delays, compromised work quality, and a tense working environment. Understanding how to navigate these conflicts effectively is key to maintaining productivity and harmony within your agency. It's about finding the balance between creative freedom and client expectations, ensuring clear communication, and fostering a culture where every voice is valued. Let's explore how you can address and resolve clashes between your creative and account teams.

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Mohamad Latifi ???? ?????

Chief Marketing Officer | MBA in Digital Communication and Media/Multimedia
Evgeny Popov
Tshiamo Kyle Manne

Corporate Market Strategy & Planning Manager at Procter & Gamble

1 Identify Issues

When tensions rise between creative and account teams, the first step is to identify the root causes of the conflict. It's essential to listen to both sides and understand their perspectives. The creative team might feel their innovative ideas are being stifled by too many restrictions, while the account team could be under pressure from clients to meet specific demands. Recognizing these issues early on allows for a constructive dialogue to address concerns before they escalate.

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Sabeel P

??Performance Marketing Expert | Prompt Engineering Enthusiast | Wordpress Developer | PPC & SMM Strategist | Google & Bing Certified
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Establish clear processes for how the teams will collaborate and communicate. This can help prevent conflicts from arising and provide a framework for resolving them when they do occur.

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2 Promote Dialogue

Encouraging open and honest communication is vital in resolving team clashes. Organize a meeting where both teams can express their viewpoints in a safe and respectful environment. This discussion should aim to clarify misunderstandings, align on objectives, and appreciate each other's roles and challenges. It's important that this dialogue is structured to be solution-focused rather than dwelling on the conflict itself.

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Tshiamo Kyle Manne

Corporate Market Strategy & Planning Manager at Procter & Gamble
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Quite often, the account management team simply submits a brief and forgets about it, leaving it up to Creative to execute. Even though the brief should be detailed and form as a strong enough client info pool for the creative to understand what's required of them, no communication beats face to face (or Teams) dialogue. Having a 15 to 30 minute meeting before every brief is crucial to ensure complete and thorough alignment, and can save you tons of hours spent on debriefs and multiple versions of the same brief. Communication is everything in the advertising space because you're working with creatives, who if not given clear guidelines, will assume that they've got free reign to execute as they see fit.

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3 Align Objectives

To prevent and resolve clashes, ensure both teams are aligned on the campaign's objectives. This involves creating a unified vision that balances creative aspirations with client goals. By setting clear expectations and having shared targets, teams can work towards a common purpose. This alignment helps in minimizing conflicts as both teams understand the end goal and can appreciate each other's contributions to reaching it.

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Evgeny Popov
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When creative and account teams clash, think of it as remixing a track where the beats aren’t lining up yet. Host a jam session to air out differences and find common ground. Emphasize the shared goal—rocking the client’s world. Blend their tunes by balancing creative ideas with client needs. It’s about tuning into each other's frequencies, creating harmony from discord. Keep the communication lines open and the vibe collaborative.

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4 Foster Respect

Building mutual respect between teams is a cornerstone of a healthy work environment. Acknowledge the expertise and value each team brings to the table. This respect goes a long way in smoothing over tensions, as team members feel appreciated and understood. It's important for leadership to model this respect and to intervene if any team member is dismissive of another's role or ideas.

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5 Create Processes

Developing clear processes can streamline collaboration and reduce misunderstandings that lead to conflict. This may include having structured briefs, regular check-ins, and defined roles for decision-making. With transparent processes in place, both creative and account teams can navigate their responsibilities more effectively, reducing the potential for clashes.

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Mohamad Latifi ???? ?????

Chief Marketing Officer | MBA in Digital Communication and Media/Multimedia
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This problem will happen to all advertising teams. Watching content and creative ideas from around the world and diversity of cultures can keep the creative mind ready

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6 Utilize Mediation

When conflicts become more serious, it might be necessary to involve a neutral third party to mediate the situation. This mediator can help facilitate a resolution by providing an objective perspective. They can guide the conversation, ensuring all parties are heard, and help negotiate a compromise that respects both the creative vision and the account requirements.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Tshiamo Kyle Manne

Corporate Market Strategy & Planning Manager at Procter & Gamble
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Creative & Account Management often forget that they're on the same side. They may be exercising two different disciplines, but they both exist within the same realm of excellent final product delivery. To streamline/increase the quality of this relationship, it's important to understand the roles that both teams play, and how they help one another. Account Management acts as the brand custodian because they have a deeper knowledge and understanding of what the client wants and what they typically would/wouldn't accept. Creative understands what looks/sounds/feels good and is best suited to lead the creative execution of a project. These teams work together to deliver something excellent, but reasonable within the client's expectations.

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What do you do if your creative and account teams clash in advertising?

1

2

3

4

5

6

7

1 Identify Issues

2 Promote Dialogue

3 Align Objectives

4 Foster Respect

5 Create Processes

6 Utilize Mediation

7 Here’s what else to consider

Advertising

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What do you do if your creative and account teams clash in advertising?

1

2

3

4

5

6

7

1 Identify Issues

2 Promote Dialogue

3 Align Objectives

4 Foster Respect

5 Create Processes

6 Utilize Mediation

7 Here’s what else to consider

Advertising

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