DIARY: Rant

<p>A few years ago, Reg Bryson, chairman of The Campaign Palace </p><p>Sydney, referred to account service people as the ad industry's </p><p>equivalent to "air hostesses". </p><p><BR><BR> </p><p>While Bryson was strongly criticised for his remarks, he did make a </p><p>valid point - all too often, account executives and managers add no </p><p>value to the account because they fail to properly understand the </p><p>client's business. </p><p><BR><BR> </p><p>Yesterday, I received a brief to begin creative work for a new brand of </p><p>dog food. </p><p><BR><BR> </p><p>Now, admittedly, it's not the most exciting product category to work </p><p>on. </p><p><BR><BR> </p><p>However, I've always believed that if you're working on an account you </p><p>should take the time to learn something about the client's business. </p><p><BR><BR> </p><p>It's our responsibility if we are to produce ads that work. </p><p><BR><BR> </p><p>So I asked the account executive, what I thought were some really basic </p><p>questions such as: "what are the main competitors for this brand? Where </p><p>is this brand available and in which market?" </p><p><BR><BR> </p><p>The account executive said she didn't know. Not only that, she really </p><p>didn't have a clue where to find the information. </p><p><BR><BR> </p><p>What was her excuse? </p><p><BR><BR> </p><p>The usual excuse that account executives give: that is, they find it </p><p>difficult remembering information because they have so many accounts to </p><p>work on. Talk about a poor excuse. </p><p><BR><BR> </p><p>Often I do my own research and contact the client to get the information </p><p>I require to put together the ad. </p><p><BR><BR> </p><p>So in effect, I'm almost doing the account executive's job. </p><p><BR><BR> </p><p>As a creative working in this industry, I feel agencies should be </p><p>stricter in ensuring that they don't just employ account executives who </p><p>have good presentation skills - in other words show ponies - but rather </p><p>people who are inquisitive, have a good general knowledge, read the </p><p>newspapers and generally take an interest in what's happening in the </p><p>outside world. </p><p><BR><BR> </p><p>I think it's embarrassing to work for an agency that claims to be the </p><p>client's business partner when in truth it has some people in account </p><p>service, who don't even know the most basic facts about our client's </p><p>products and services and the issues facing our clients. </p><p><BR><BR> </p><p>Whoever you are, and whatever you want to get off your chest, send your </p><p>rants to rant@media.com.hk and we'll print them anonymously. </p><p><BR><BR> </p>