Traditionally, the roles of the account handler and the creative team in creative agencies have been kept firmly separate, with each performing specific, siloed functions. The account handler typically liaises with the client and is responsible for project management; the creative team drives the development of campaign ideas and execution. However, here at Launch, we’re pushing greater inter-departmental collaboration, leading to better, more creative results for our clients.
The Traditional Divide
In previous roles at large and medium-sized agencies, I witnessed the generally limited invitation of the account handler to the creative party. We’d hand over a written brief and give a quick 10-minute verbal brief, often mid-morning meaning you'd already lost valuable time on the job. That was the extent of our involvement. We’d wait until the end of the day to receive the output, with no collaboration during the project and no input on ideas — our contribution to ideation was a definite ‘no-no’.
How do we do things differently?
Here at Launch, we actively encourage our account handlers to embrace their creative side (right brain and left brain, anyone?) – we are a creative agency after all! But really because it leads to us all working together more collaboratively which results in more innovative solutions for our clients. So how does this work for our team?
Creativity in Common
All of our account team have creative hobbies, including photography, crafting, illustration, to name a few. Our creative team is always supportive, engaging with our interests and encouraging us to explore them further.
Industry Inspiration
We regularly share inspiration in-person and on the Launch WhatsApp. From ads we’ve seen, content we’ve been served, art we’re inspired by, packaging we’ve loved and more. Sharing what’s working for others now leads us to create solutions that are current for our clients.A Creative Approach to Briefing
As a team we operate a more flexible approach to the briefing process. While traditional agencies are rooted in the written brief culture, we operate more effectively by relying more heavily on the verbal aspect of the process.
“What works is that we respect each other’s skillsets and we come together with a desire to create the best.”
Emily, Designer & Co-Founder
Team Work Makes The Dream Work
We haven’t done away with the written brief (our creatives will be the first to tell you they can’t retain everything!), and the account team still very much provide all the information needed, but it becomes secondary to a briefing conversation. We talk about the client, what they’ve asked us to do and why. What we know about their challenges and the market. What flexibility the brand offers (or doesn’t).
It enables the creative team to get an all-access download to everything the account handler has drawn from the client, their research, experience on the account, etc – but without surplus information that previously they would have had to filter through.
These creative brainstorms also allow account handlers to contribute insights, often leading the group to uncover a ‘golden nugget’ – a piece of valuable information the account team have gathered from their relationship with the client. Something that can truly influence the direction and effectiveness of the campaign.
It boils down to the fact that we respect each other’s unique set of skills, and while we're all open to engaging in all aspects of the job, we know when it's the right or wrong time to intervene. Coming together collaboratively throughout the process shows our passion to create not just good work, but the best for our clients.