Picture this: an Art Director (or Studio Manager, or Account Manager) receives feedback from their client on a piece of artwork. The client wasn’t that impressed with the first concept and has asked for changes. The AD (SM, or AM) walks over to the designer responsible and:
#1) slaps the concept on the desk, says, “This is s**t, you’ll need to do it again”; OR
#2) pulls up a chair, points out the positive aspects to the design, then gently conveys the parts that need to be changed and why the revision has to be done.
Which style, do you think, will elicit the desired response? Unfortunately, both styles will be effective. Both will result in the concept being changed. #1 Style may even make the change happen faster!
We have to ask ourselves a couple of questions. What style would you most like to be remembered for? How would you like your team to feel when you are around (and not around)?
I have witnessed #1 Style in action between a loud and brash Senior Account Manager and her design studio. You could guarantee that her style would grab immediate attention, get a quick response and get results. In return, her team feared her, walked on egg shells around her, whispered behind her back, and wished that she would find a job in some other agency. Years later, when I think of that SAM, I first remember how she treated her team poorly before I recall the good work that she also did along the way.
Whether you are a General Manager, Art Director, Studio Manager or Account Manager, to get the best out of your team they need to want to work for you and with you. Adopting a “#2 Style” doesn’t always come naturally for some people, so here are some tips to help you out:
The process of being kind, supportive and encouraging will build up your reputation over time. Your team will begin to trust you, but you need to constantly work at it to prove your #2 Style is genuine. Harsh words can tear down — in seconds — the good work you’ve tried so hard to build. Once that’s done you have to go through a process to regain trust. A person who swings from kind to harsh and back again has the #1 Style we need to avoid.
Remember that your words, moods and attitudes will rub off on those around you. You can lift people up as easily and quickly as you can tear them down. Wouldn’t you rather be remembered as an all-round “nice” person and someone folks want to work with? I would!
This article first appeared on the Design Assembly website, 13 May 2015.
Comments will be approved before showing up.
Research activities are typically initiated and conducted by your client, as part of their marketing remit. However, there is another type of research that is advertising-specific and is more likely to be initiated (or at least recommended) by your agency rather than by your client. The two main areas of research that an agency would get involved with are ‘pre-testing’ and ‘post-testing’.
Our gift to you!
SIGN UP TO THE AM-INSIGHT NEWSLETTER, AND YOU WILL RECEIVE 100% OFF THE PURCHASE PRICE OF ANY ONE MICROSOFT WORD OR EXCEL RESOURCE FROM THE AM-INSIDER WEBSITE. CLICK HERE TO SIGN UP NOW!