Up until this point, AMPM has only ever considered our side of the story. The perspective from us poor ol' account/project managers and creative strategists who bear the brunt from the client.
But what about the creatives that are implementing the project work? The digital designers, photographers, videographers, art directors and graphic designers of the world.
Do they see us as demanding? Micro-managers who (at times) are in desperate need of a chill pill or a stiff drink. Are there obvious things we can improve to make their lives easier or project outcomes better?
The formula of the creative mind
So I interviewed a Senior Designer to get a fresh perspective on the whole situation, looking for ways to better understand.
First, let's define what I'm referring to with 'the creative mind'. There's a definite stereotype associated with creatives and it goes a little something like this:
They're keen on:
Flexibility
Creative freedom
A balance between deep focused and unfocused creative time
Internal motivations
Autonomy
They're opposed to:
The 9-5pm grind
Multi-tasking
To-do lists
Micro-managing
Deadlines (the creative juices take time yo)
External motivations
Alright, so I'm totally aware that not all 'creatives' fit this mould. But I'm sure most account or project managers can relate to a few of these challenges when managing creatives.
The pros
Working with creatives is great. The conceptualisation and visual ideation phases of projects are fun!
You riff on ideas
They do work that you couldn't possibly achieve (or fathom)
They get your shamelessly vague feedback and turn around a beautiful project
They can make or break a project, team and client relationship
The cons
But it's not always peaches and cream. The implementation side of working with creatives can be a bit tricky to navigate as their project manager. A couple of obstacles I've encountered include:
Designers missing comms
Not actioning all feedback items
Ignoring revisions due to a difference of creative opinion
Failing to adhere to the brief
Lacking creative flare
Ultimately it can create extra work for those of us managing the project or strategising.
Q&A with one such creative mind
The following interview was conducted with a Senior Designer who has 30 years of experience in the digital, marketing and advertising industries.
1. What's the best part of working with an AM or PM?
Easy — being able to concentrate on design. Not being distracted by everything else and honing in on what you do best.
2. What's your greatest pet peeve when being managed by account or PMs?
The worst thing is project managers and non-designers acting as art directors and dictating the creative direction. It's a difficult situation that really needs to be sorted out between the manager and the designer. Sometimes acknowledging and addressing a problem is a difficult thing to do.
Creative strategists, account and project managers aren't designers and you don't want to offend people by turning down their ideas. But often, us designers have done things for a reason. There's a lot more underneath the surface level design and art direction cheapens this deeper, strategic thinking.
Feedback should be based on reason. Why do you like or dislike something? I can then determine what the appropriate solution is from here. Obviously, if it's the wrong brand colour or logo it's different. It's black and white. But those shades of grey should be explained thoroughly rather than a solution proposed by the AM or PM.
Art direction by managers also chews up time. You wind up going through multiple rounds of internal revisions based on what the PM feels is right, before handover to the client. Most projects can't afford this back and forth.
3. What do you wish AMs or PMs would 'get' or understand?
The creative process is fluid. I might produce a design concept that isn't completely perfect to generate conversation and direction. Yet project managers can get too granular early on in the creative process and hone in on specifics.
Obviously, it depends on the client and project manager. But those with a design background or experience are usually more understanding of this process. They can visualise and conceptualise the direction, even if something isn't 100%.
4. Do you ever feel stereotyped or pigeon-holed as a designer?
In my experience, no. You do often get earmarked on what you do and certain expectations are laid around your work. But generally it's fine.
I did have a previous almost-client who didn't hire me because I didn't have the 'designer look'. He wanted me with a pink mohawk.
5. How do you think AMs or PMs can better manage creatives such as yourself?
Designers need to be brought into client convos more. Issues arise due to Chinese whispers and third-party handovers from client to PM to designer. We're the front ones on the line of the creative work and hearing feedback first hand is crucial.
There's a time and place for when designers should and shouldn't be involved in client conversations and managers need to be better at recognising this.
Sure it may involve additional budget then and there, but in the long term I'm able to action feedback quickly and efficiently off the back of it.
Takeaways
Firstly, my designer doesn't hate me.
No brainer but every creative is different. Understanding them on an individual, personal level is helpful. I did this through this free personality testing tool before I held this interview.
Opening up a dialogue goes a long way in understanding each other and how you as a manager can adapt to others.
This interview revealed a few opportunities for growth between us. It's allowed us to work collaboratively and more openly.