Internal Agency Relationships: Account Services and Creative Personnel
通过对全美广告公司256名员工调查，发现客户管理与创意服务部门之间存在分歧，创意人员对客户管理的批评多于后者对前者的批评，原因在于通才与专才视角差异。
Abstract A mail survey was conducted among a sample of account and creative services personnel working in advertising agencies nationwide to determine areas of conflict in working relationships between these two groups. Additionally, respondents were asked to perform the same critical analysis of their colleagues within their own departments. Analysis of responses from 256 agency employees indicate that some disagreement between account management and creative services exists. Creative services personnel tended to be more critical of account management than account managers were of creative people. Results are explained by the differing perspectives of the generalist (i.e., account managers) and specialist (i.e., creative services) that must be brought together in an agency to produce effective advertising.