Comments on: “My AE knows Nuts!” http://www.versacreations.net/advertising/6/my-ae-knows-nuts/ Build Success through Smart Marketing! Wed, 20 Aug 2008 11:05:46 +0000 http://wordpress.org/?v=2.6 By: Calvin http://www.versacreations.net/advertising/6/my-ae-knows-nuts/#comment-7 Calvin Mon, 12 Feb 2007 13:20:23 +0000 http://versacreations.net/?p=6#comment-7 "When the beef patty turns sour, the whole hamburger should be thrown away...?" Actually, most times, it IS the AE that wins or loses the account! :D Guess that is why sales people are paid so much... sigh... i should have gone into sales... :( “When the beef patty turns sour, the whole hamburger should be thrown away…?”

Actually, most times, it IS the AE that wins or loses the account! :D Guess that is why sales people are paid so much… sigh… i should have gone into sales… :(

]]> By: vivienne http://www.versacreations.net/advertising/6/my-ae-knows-nuts/#comment-6 vivienne Mon, 12 Feb 2007 09:05:51 +0000 http://versacreations.net/?p=6#comment-6 On the surface, the AE is just like a waiter. However, the creative process is much more interractive than a cook preparing food for customers. The creative brief is an interpretation of the agency brief provided by the client, translated into terms that the creative team can understand and execute. That's why the AE is an important link between what the client wants and what the agency produces. It is like a User Requirement Specs that a Product Manager will produce. It is the "link" between what the market wants and what the development team can undersand and use to execute. :) On the surface, the AE is just like a waiter. However, the creative process is much more interractive than a cook preparing food for customers. The creative brief is an interpretation of the agency brief provided by the client, translated into terms that the creative team can understand and execute. That’s why the AE is an important link between what the client wants and what the agency produces.

It is like a User Requirement Specs that a Product Manager will produce. It is the “link” between what the market wants and what the development team can undersand and use to execute. :)

]]> By: Tien http://www.versacreations.net/advertising/6/my-ae-knows-nuts/#comment-5 Tien Mon, 12 Feb 2007 06:49:55 +0000 http://versacreations.net/?p=6#comment-5 "...In some way, he is the beef patty in a hamburger ..." Interesting comparison...so when the beef patty turns sour, the whole hamburger should be thrown away....? In my opinion, AE is like a waiter/waitress taking orders...find out what exactly the customers want to eat and deliver the message exactly to the kitchen. Of course he/she needs to know what's in the restaurant menu in the 1st place. Can't understand why AEs need to write creative brief, since they are not the expert in creativity, why not leave this parts to the creativity expert??? It is like a waiter/waitress trying to tell the chef how he/she thinks the dishes supposed to be cooked. “…In some way, he is the beef patty in a hamburger …”

Interesting comparison…so when the beef patty turns sour, the whole hamburger should be thrown away….?

In my opinion, AE is like a waiter/waitress taking orders…find out what exactly the customers want to eat and deliver the message exactly to the kitchen. Of course he/she needs to know what’s in the restaurant menu in the 1st place.

Can’t understand why AEs need to write creative brief, since they are not the expert in creativity, why not leave this parts to the creativity expert??? It is like a waiter/waitress trying to tell the chef how he/she thinks the dishes supposed to be cooked.

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