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True about Creatives and Account Planners
All I knew about Creatives before Miami Ad School was from the movie and book 99 Francs written by Frédéric Beigbeder.
Watch Trailer here: http://youtu.be/sF4EL5G7qhQ
This is a French novel follows Octave, a successful Art Director that appears to have it all. Not only is his job going well, but he has surrounded himself with expensive material goods, beautiful women, and lots of cocaine. That easygoing life ends when he becomes disillusioned with his life and his job after a meeting with a client ends with him smearing the word “pigs” on the walls using his own blood. Shortly after the book’s initial release Beigbeder was fired from his advertising job where he worked at that time after his employers read 99 Francs.
99 Francs for me sums all pros and cons from the advertising world, where you can be genius and be loved by everybody who admires your ideas or loose everything in a second. Where do creatives get the inspiration? Do they need to get an extra doping to open up the brain? How do creatives create ads for the brands they do not like or think it is stupid to promote it in the way their client see it?
Lots of people think that creatives live very attractive life full of excitement, girls, luxury, with the freedom of doing whatever they want at any possible ways, in other world being creative. Is this true? So, it depends how good are you at your job. The thing is the more creative and crazy you go the more difficult it is for you to come up with something more extraordinary than you were the last time when your client was excited. Cause by the end of the day the hardest competition is usually with yourself, not to stop, and be creative enough to bring something new to the table.
The day when your account planner comes to you with the new client’s brief is a crucial to you as a creative. Lots of factors can effect your future work for that particular campaign because of the brief. For most of the time the creative brief suppose to guide you on the direction you need to focus on, but sometimes it kills all creativity. At that moment the most important thing that the AP has to do is to listen to his creative and get the direction he want to go with and be respectful enough and polite saying and correcting the direction.
Actually the best union of creative team and account planning team when everybody does their job well. The biggest help AP can bring to the creative work to bring as much information and as much thoughts as possible, being clear with the concept and clients feedback. The time when creative needs to do the job AP all creative side fails.
So that being said that everybody needs to be a part of the team, trying to help each other. Creatives are the people who puts their passion to the work they produce and there will be no result if there is not enough sparks at the creative brief to light up the fire of creativity.
Every Creative or Account Planner have to watch 99 Francs before getting their jobs ;) Enjoy the movie!
