The Art of Client Service

Chapter 13Ask, “What Do My Colleagues Need to Create Great Advertising?” Then Deliver It

Years ago, for my first book, Brain Surgery for Suits, a creative director wrote this to me: “In my experience, account people spend too much time talking about partnership and not enough time practicing it. For your creative team, a detailed 16-point memo after the big presentation is no substitute for a lukewarm quart of Szechuan noodles the night before.”

That creative director is right. Many account people think the best way to help your colleagues is to be a resource to them. That's important, but the best account people go beyond being the repository of market and competitive wisdom. They go beyond being the expert on client wishes, requirements, and idiosyncrasies. They are a constant, contributing presence on every assignment.

Here's an example: if the creative team is working late, or working the weekend to make a deadline, great account people will be there with them. They are there to answer questions, to provide input, to offer feedback and encouragement, and to order Chinese food or pizza. They are there in solidarity with their colleagues, participating and contributing to the process in any way helpful.

It is often the smallest gesture that makes the biggest impact. I remember a particularly stressful time preparing for a new business presentation. It was late on a Friday evening; most of the agency staff had called it a day. But one of my colleagues who was working on the ...