{"id":20457,"date":"2013-09-19T10:49:19","date_gmt":"2013-09-19T15:49:19","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=20457"},"modified":"2013-09-19T10:49:47","modified_gmt":"2013-09-19T15:49:47","slug":"macro-problems-micromanaging-creative-process","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/macro-problems-micromanaging-creative-process\/","title":{"rendered":"The Macro Problems of Micromanaging the Creative Process"},"content":{"rendered":"<p>We&#8217;ve all been there: Watching a CEO or high-level client rewrite copy or play art director. Don&#8217;t they have better things to do? Maybe not. <\/p>\n<blockquote><p>CEOs and other senior executives call the shots, are accountable to many audiences, and more often than not, take it all personally because of their egos. For many of them, micromanaging a project is easier than laying out a big vision and letting others work towards it. So marketing makes an easy target for their attention.<\/p>\n<p>But bringing top-level management into the creative process at an early stage is becoming more and more popular with agencies looking to build trust with clients. Involving the executives is sometimes the best way to get something done. They feel a sense of ownership over the ideas and therefore champion them through the process. It\u2019s risky, and only confident agencies make it work successfully. Because the clients can easily start believing they have more creative abilities than they do. Or perhaps they\u2019ll see that their agency doesn\u2019t have a magic formula \u2014 leaving the client to think they may no longer need outside help.<\/p><\/blockquote>\n<p>It&#8217;s the subject of my <a href=\"http:\/\/www.talentzoo.com\/news.php?articleID=18209\">new column on Talent Zoo<\/a>, which is on their home page today. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;ve all been there: Watching a CEO or high-level client rewrite copy or play art director. Don&#8217;t they have better things to do? Maybe not. CEOs and other senior executives call the shots, are accountable to many audiences, and more often than not, take it all personally because of their egos. For many of them, [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":20459,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10,72],"tags":[],"class_list":{"0":"post-20457","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-art-of-advertising","8":"category-clients-from-hell","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Macro Problems of Micromanaging the Creative Process - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/macro-problems-micromanaging-creative-process\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Macro Problems of Micromanaging the Creative Process - Adpulp\" \/>\n<meta property=\"og:description\" content=\"We&#8217;ve all been there: Watching a CEO or high-level client rewrite copy or play art director. Don&#8217;t they have better things to do? Maybe not. CEOs and other senior executives call the shots, are accountable to many audiences, and more often than not, take it all personally because of their egos. For many of them, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adpulp.com\/macro-problems-micromanaging-creative-process\/\" \/>\n<meta property=\"og:site_name\" content=\"Adpulp\" \/>\n<meta property=\"article:published_time\" content=\"2013-09-19T15:49:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2013-09-19T15:49:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i1.wp.com\/adpulp.com\/wp-content\/uploads\/2013\/09\/yahooo.jpg?fit=310%2C106&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"310\" \/>\n\t<meta property=\"og:image:height\" content=\"106\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dan Goldgeier\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dangoldgeier\" \/>\n<meta name=\"twitter:site\" content=\"@adpulp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dan Goldgeier\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.adpulp.com\/macro-problems-micromanaging-creative-process\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpulp.com\/macro-problems-micromanaging-creative-process\/\"},\"author\":{\"name\":\"Dan Goldgeier\",\"@id\":\"https:\/\/www.adpulp.com\/#\/schema\/person\/3993a6d462c2588126bad610b83fa0c6\"},\"headline\":\"The Macro Problems of Micromanaging the Creative Process\",\"datePublished\":\"2013-09-19T15:49:19+00:00\",\"dateModified\":\"2013-09-19T15:49:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.adpulp.com\/macro-problems-micromanaging-creative-process\/\"},\"wordCount\":215,\"publisher\":{\"@id\":\"https:\/\/www.adpulp.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.adpulp.com\/macro-problems-micromanaging-creative-process\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2013\/09\/yahooo.jpg\",\"articleSection\":[\"Art of Advertising\",\"Clients From Hell\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adpulp.com\/macro-problems-micromanaging-creative-process\/\",\"url\":\"https:\/\/www.adpulp.com\/macro-problems-micromanaging-creative-process\/\",\"name\":\"The Macro Problems of Micromanaging the Creative Process - 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