Interagency Collaboration: Account and Creative Teams Speak Out About Their Relationship

Blakeman, R; Haley, E; Taylor, M

Interagency Collaboration: Account and Creative Teams Speak Out About Their Relationship

Blakeman, R Haley, E Taylor, M

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Publisher:: SAGE Publications
Publication Type:: Journal Article
Citation:: Journal of Advertising Education, 2020, 24, (1), pp. 52-68
Issue Date:: 2020-05-01

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Field	Value	Language
dc.contributor.author	Blakeman, R
dc.contributor.author	Haley, E
dc.contributor.author	Taylor, M https://orcid.org/0000-0002-9420-3591
dc.date.accessioned	2021-08-20T14:02:12Z
dc.date.available	2021-08-20T14:02:12Z
dc.date.issued	2020-05-01
dc.identifier.citation	Journal of Advertising Education, 2020, 24, (1), pp. 52-68
dc.identifier.issn	1098-0482
dc.identifier.issn	2516-1873
dc.identifier.uri	http://hdl.handle.net/10453/150196
dc.description.abstract	The relationship between account management and creative is a complicated and ever-changing one. A common theme in the advertising literature is that account and creative teams sometimes struggle with intra-agency communication. This article looks at why communication is still an issue today and what knowledge modern account and creative teams need to know about the others’ role in the agency to close the long-standing communication gap. We asked both account managers and art and creative directors (creatives) what they wished the other understood about their roles within the agency. From their answers, we identify pedagogical suggestions for advertising professors as they work to better prepare students for careers in the industry.
dc.language	en
dc.publisher	SAGE Publications
dc.relation.ispartof	Journal of Advertising Education
dc.relation.isbasedon	10.1177/1098048220914006
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1302 Curriculum and Pedagogy, 1303 Specialist Studies in Education, 1505 Marketing
dc.title	Interagency Collaboration: Account and Creative Teams Speak Out About Their Relationship
dc.type	Journal Article
utslib.citation.volume	24
utslib.for	2001 Communication and Media Studies
utslib.for	1302 Curriculum and Pedagogy
utslib.for	1303 Specialist Studies in Education
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/Public Communication Program
utslib.copyright.status	closed_access	*
dc.date.updated	2021-08-20T14:02:11Z
pubs.issue	1
pubs.publication-status	Published
pubs.volume	24
utslib.citation.issue	1

Abstract:

The relationship between account management and creative is a complicated and ever-changing one. A common theme in the advertising literature is that account and creative teams sometimes struggle with intra-agency communication. This article looks at why communication is still an issue today and what knowledge modern account and creative teams need to know about the others’ role in the agency to close the long-standing communication gap. We asked both account managers and art and creative directors (creatives) what they wished the other understood about their roles within the agency. From their answers, we identify pedagogical suggestions for advertising professors as they work to better prepare students for careers in the industry.

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http://hdl.handle.net/10453/150196