8 Phrases You'll Hear When You Have a Big Problem in Your Creative Department

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March 22, 2015 // 8:00 AM
Ph a e Yo 'll ea When
Yo ave a Big P oblem in
Yo C eative Depa tment
Written by Jami Oetting | @jamioetting
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MARKETING / 6 days ago
8 Phrases You'll Hear When
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Your Creative Department
MARKETING / 16 hrs ago
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People don't always come out and say what they really mean. Often,
managers have to decipher how a department is really doing by studying the
numbers, observing behavior, and paying close attention to the words their
employees use.
After all, their job is to support each team so that the entire agency can be
successful. Because they will be the ones under fire when the company fails
to meet its goals, loses a client, or fails to meet a deadline.
To understand what's really going on in your creative department, listen for
these specific phrases.

1) “I don’t remember seeing that email.”
Many professionals practically live out of their email account nowadays. In
fact, people send and receive an average of 121 business emails per day. It
dictates their tasks for the day, causing then to be reactive to the constant
*ding* of incoming messages. It also means that important requests are
often competing for attention.
If your team is missing key communication and ignoring feedback, it's likely
putting your client relationships at risk. Timelines will be pushed, and you’ll
default on client expectations.
Use a project management tool (like one from this list) to store feedback,
timelines, files, and the project specs in one place. It will help your team
focus on what really matters: producing great work on time and under
budget.
2) “I don’t need a break.”
We’ve discussed how constraints can increase creativity. But this doesn’t
mean you should confine your staff to their desks. In fact, people are more
productive and creative when they take more breaks throughout the day.
If someone is having difficulty writing copy, designing an ad, or coming up

with a launch plan, encourage her to follow what scientists call our ultradian
rhythm. This is defined by 90-minute periods of work followed by rest
periods. This cycle follows what happens to us when we sleep: we cycle
through sleep stages in 90-minute increments.
After 90 minutes of high-energy work, our bodies begin to produce stress
hormones, which gives us a boost of adrenaline but ultimately decreases
our ability to think clearly. One study by the Federal Aviation Administration
found that this approach to work increased awareness and focus by
16%.
Demand that your creatives get away from their desks. Nothing good can
come from sitting in front of a monitor for 10 hours or more.
3) “Yes, we can do that. And yes, we can do
that. Yes, we’ll be able to meet that deadline.”
You don’t want to work with a creative director who always defaults to, “We
can’t do that.” But the opposite of this can be just as detrimental to your
agency.
If someone always “yes” even though they don’t have the capacity, you can’t
realistically set timelines for clients. Even worse, you won’t know how
overworked a department is if the person setting priorities and managing

deadlines is too eager to please.
Consider this: A survey conducted by Workfront found that three in five
people say they are completely overwhelmed and barely meeting
deadlines. And half of the survey respondents feel they are working after
business hours because the company is understaffed.
The creative director should have a firm grasp on the workload of her
department and what current commitments can be push for another
opportunity, and she should have resources she can call on during times
when overcommitment is unavoidable. You need leadership, and
sometimes, that requires a person to draw lines and set limits.
4) “It’s the one labeled v16.”
The client review process is challenging to manage -- but it must be
managed if you want your agency to be profitable. By round 16, those slim
margins on the project have disappeared.
If a large percentage of the agency’s clients are asking for changes above
the normal number of rounds of review, you should investigate. Are
additional rounds of review required because the point person on the client
side is asking for changes prior to showing the creative to the decision-
maker? Has the agency made errors because the team didn’t proof the
work internally? Is the client unhappy with the overall idea? Has out of scope

work been added to the project?
Consider how you set client expectations for the review and approval
process, and then refine how account and project managers and the
creative team can work together to cut down the number of rounds of
feedback.
5) “It’s almost done.”
If you hear this phrase, you should check on what actually needs to happen
to complete the project. It could be a sign that the director of the department
doesn’t really know what the status of a project is.
If things are always “almost there,” you may need to implement a report
system so teams are trained to update their managers on a project’s status,
forecast its completion date, and detail any potential roadblocks that could
hold up the work.
Consider holding daily stand-up meetings that are no longer than 15 minutes
long, or have employees fill out a 15Five report each week.
6) “The client didn’t like my work. I think you
should put someone else on the account.”

It is difficult to keep your head high when you put your work out there for the
world to critique. And sometimes, client feedback can be like a dagger to a
creative’s sensitive soul.
But that shouldn’t be enough to stop someone. While frustrating, constructive
feedback is also an opportunity for growth -- something people who love
their industry should welcome. And if the feedback is more hurtful than
helpful, it should be seen as a challenge.
Your team members should slowly pull their passion out of the "gutter" and
get to work proving that client wrong.
7) “Let’s brainstorm. We just need one great
idea.”
Brainstorming has gotten a bit of a bad reputation in the past few years.
That’s because people leading these sessions don’t understand how to
create an environment that actually fosters creativity.
You need some rules, but this list should not include an expected end result.
When you ask for just one really good one, you are putting pressure on the
participants. The point of brainstorming sessions should be to come up with
as many ideas as possible and to do so in a way where people can build off
of other people’s ideas freely. This time is not about making decisions; it’s

about fostering open communication so ideas can flow freely. You can edit
out, refine, and adjust concepts later.
8) “We’re going to finish that project over the
weekend.”
If the agency implements proper project scoping, sticks to agreed upon
timelines, and has the internal capacity to complete the work, you shouldn’t
see staffers spending every weekend in the office. It means that either
something with the project went wrong or the person or team is struggling
with productivity and time management.
Focus might be the key to solving this problem. Encourage employees to
reduce the number of times they check their email. Try time-tracking
software. Prioritize projects, and remove obstacles that make getting into a
“flow” more difficult.

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perfect message for your social accounts and then your audience actually
engages with that post. Interactions like shares, comments, retweets, and
favorites tell you that your messages are resonating with your fans and
followers.
But how you know when the number of interactions you’re getting is good?
And what does “good” mean, anyway?
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11 Expert Tips for Growing Your Company's
Blog
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Written by Siobhán McGinty
Most marketers dream about the day their blog has "made it."
How we define "making it" differs. Maybe it's when we reach a certain traffic
or lead goal. Maybe it's the day one of our posts finally gets shared by an
influencer. Or maybe, it's when your blog makes a "blogs to watch" roundup.
Read More
How to Grow Your Email List by Running a
Contest
Written by Jessica Webb
Marketers often think of running contests for things like branding, customer
delight, and fan engagement -- but that's not all they're good for. Created a
certain way, contests can also help you fill your funnel, making your
audience and your boss happy at the same time.
We've seen this happen first-hand at HubSpot. Last December, my team
had the idea to run a contest, but wanted to see if there was a way to tie it
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more closely to business objectives.
Read More
Creating Internal Buy-In for Inbound
Marketing in Higher Education
Written by
You’ve read all the books, you’ve listened to all the top influencer podcasts,
and you’ve analyzed case study upon case study. You’re sold and ready to
start implementing an inbound strategy for your higher education institution.
Now comes the tough part, selling your colleagues on the value.
When Val Fox, a director in Bentley University's marketing and
communication department, wanted to implement Hubspot for their
PreparedU program, one of the first things she had to do was “sell people
internally” on the idea.
Read More
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7 Ways to Create a Long-Lasting
Relationship Between Content and Design
Written by Danielle Irigoyen
When it comes to building a strong brand, no matter what your industry,
every company's key to success starts with stellar content and equally stellar
design. Whether you’re creating a website, infographic, print ad, email
campaign, blog post, social media account, etc., there’s always a need for
some degree of both parts.
Read More
14 Tools & Resources for Conducting Market
Research
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We are creatures of habit, especially when it comes to buying behavior. We
know the location of our favorite products in the store, and we trust that they'll
work year after year. In fact, research shows Americans buy the same 150
items, which accounts for 85% of household needs.
Read More ›

8 Phrases You'll Hear When You Have a Big Problem in Your Creative Department

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