A Designer or Strategic Thinker?
15.6.11Had a really interesting discussion with a client a couple of weeks back, about whether or not it was better for design studios to have separate account handlers or to combine the management role with the design role.
His view was that you couldn't beat a good 'account handler' teamed up with a good creative.
Now, we've never employed an account handler here at sanders, (although we've considered it on many occasions). I guess my view has always been that there's no substitute for the client having direct access to the 'creative' involved on the job. This approach however does rely greatly on the skill and integrity of the designer involved and their ability to manage both the client, the project and their own time effectively.
My experience is that most designers covet that direct contact with the client and the opportunity of developing a relationship at the highest level built on trust and mutual respect. Likewise the client values the fact that they can communicate directly with the person responsible for creating the work and not run the risk of misinterpretation by a third party. Yes, there are times when the balance can get a little out of kilter with a disproportionate amount of time is spent by the designer 'managing' rather than 'creating', but on the whole it has worked well for us.
As a designer, and having experienced managing clients as a designer, I believe that it is an excellent way for designers to understand the brief properly and step outside of the zone, accept responsibility and see the reality of projects. It also helps with producing better designs that suit the client's needs.
However, it really depends upon the individual, whether they are capable of verbal execution, as well as fantastic designs (sometimes, client interaction can stifle or confuse design direction). It's not always easy to find someone with both these skills but it is necessary for the designer to have some understanding and connection.
Clients also feel that they are getting their messages through, reducing the number of steps to get their projects done efficiently and to reduce the gap between creative and strategic business thinking. Clients may better understand why the ideas relate to their projects.
So, whilst I can see the case for a good account handler in managing the client and always looking to develop potential business opportunities which may be overlooked by someone focussed predominately on executing the particular project in hand, for the time being, I'm pretty happy to stick to my main argument. I think that the world has progressed beyond the point where a designer, if they intend to be successful, can hide away in a studio and just focus on the Mac or the drawing board. They need, and more importantly the client needs, to realise the importance working ever more closely together, communicating and building good working relationships.
Julian SandersManaging Director
sanders
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