The creative is indeed an interesting breed especially when you step into its territory. Highly possesive and unpredictable the creative carefully guards its den against unwanted intruders, namely the austrolo-suitcus. Cautiously the suit, feeds the creative with a brief which can either be mauled and ripped to shreds or cuddled with affection. This love hate relationship has stood the test of evolution and still remains puzzling to many who have tried to create harmony amongst these breeds. Symbiotic? Yes. They both need each other. So from a creative perspective how does one get to tame a creative.
Here's some advice to suits, which I came across in an Ogilvy publication written in 1978.....yes, wayyyyyyyyyyy back then. Its quite a gem that deserves to be sambazad to every suit alive (the ones that haven't been slayed by creatives).
Creatives can smell your account management skills. These are the talents they respond to at once.
- You know your clients business.
- You are brief. Especially in meetings.
- You have guts.
- You work hard, but you have fun.
- You have a sense of humor.
- You make the account fun for those who are working hard with you.
- You refrain from over intellectualizing.
- You are not a worrywart.
- You sell creative work with verve.
- You distinguish between client desire and consumer interests.
- You react with enthusiasm when you like something.
- You seek creative input on your marketing plan, media mix or promotion idea.
If these signs are visible you can be assured that you will not be eaten alive by most creatives.
But hey, that's just my opinion.
By the way check out this great related link posted by my pal Michael Munyi, http://bit.ly/dEZLUj
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