Should account handlers and project managers be awarded like creatives?

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Many would posit that behind any successful project, and as such, any creative, is a brilliant team of project managers, producers and account handlers. And while some awards do recognise these members of the team, overwhelmingly it seems that the creatives get the glory, the pencils and the trophies. So should these behind-the-scenes folks be recognised with awards too?

As part of a recent project with recruitment specialists Represent (click here for more), we asked some folks from the creative industries to debate the subject, and the decisions seems unanimous: it’s about teams, not individuals, whatever your role.

Aaron Cole, founding partner, Semaphore London

Awards shows are strange beasts. Paying someone to say how good a job you’ve done? Most shows can be boiled down to this single transaction – pounds for likes.

The creative industry loves an award. There are award shows for every aspect of what we do. ‘The best TV spot between 90-120 seconds for non-FMCG, non-charity, non-NGO Small or Medium Enterprise…’ We even have anti-award shows – hello Chip Shop.

Now don’t get me wrong, I like an award show myself. ‘Free’ food and booze with a load of your workmates and an opportunity to meet your next boss, show off your work and showcase your best wedding dance moves? Glorious.

“The problem I have is that not all of the people involved in making the award winning work get their time in the sun. Clearly there are logistical reasons (there’s only ten seats at that expensive table), but mostly it’s political.”

Aaron Cole

Typically the creative directors or other agency big-wigs get up on stage to pick up the award, smile, shake hands with a well paid [insert name of some comedian from the telly] and prance off to get smashed. Months of hard work celebrated with a prize and a knees up.

The problem I have is that not all of the people involved in making the award winning work get their time in the sun. Clearly there are logistical reasons (there’s only ten seats at that expensive table), but mostly it’s political.

Creatives and their recruiters have always valued awards as a way to compare the idea generators. But what about the rest of the team? Well, the strategists / planners have the APGs, so they don’t count. But the account people? The project managers? The producers? Nada.

Now, at this point you will expect me – a proud account man – to complain. Whine and bang the drum about the lack of our own show. But after a bit of thought, I just don’t think we need our own silverware and party. It’s not that we don’t deserve recognition – let me tell you, we bloody do – just not at a separate awards shindig.

I believe, as an industry, we should award the ideas and efforts of the whole team, not the chosen few. Let’s all get on stage, together, to pick-up our keepsake we will then show to the better half and kids, as some sort of vindication for all the missed bed times.

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Illustration by James Graham

Georgina Milne, global marketing manager, Moving Brands

No brainer. Of course PMs should be recognised for the role they play in an environment that is creating and delivering brilliant work. However, that doesn’t necessarily mean individual project managers should be called out. Neither should designers for that matter – whether they’re a junior designer or executive creative director.  It’s an overused adage, but indubitably true; there’s no I in team. Why call out specific people within a project team when the reality is it’s the entire business that enables an award-winning outcome? 

I do think the industry could do a better job of recognising the role and value of a killer project manager. PMs are at the heart of a strong client engagement, they facilitate and support complex multi-disciplinary teams, they are vital in building a long-standing client relationship, and in ensuring the financial health of the business they work for. Perhaps awards programmes should extend their categories to include these areas. However, to my mind, the credit should still go to the entire business. Go Team. 

Sarah Trounce, account director, dn&co
Awards go to teams rather than individuals. The work is representative of many hands – strategists, creative directors, designers, producers, studio managers and printers. Great design work needs a great strategy and a commitment to its creation from all sides. Awards should, and do, as far as I’m concerned, celebrate those that supervise the safe delivery of the work into the world for the first time, and the ones that ensure there are friendly faces waiting to greet it.

Having said that – there is no reason why project management as a role shouldn’t be celebrated in its own right. It might be interesting to explore awarding on the basis of client experience for example. There are fundamental services that an agency performs that might not be immediately obvious to the outside eye considering the creative work. We can provide ambition, empathy, passion, drive, advocacy, loyalty, bravery and perseverance, and use any other means necessary to make it an enjoyable and feasible process for the client. There are project managers who think of the client’s problems before the client does, and proactively work to solve those. There is immense value to be found in this kind of attitude and experience and it should be rewarded wherever possible.

“I do think the industry could do a better job of recognising the role and value of a killer project manager. PMs are at the heart of a strong client engagement”

Georgia Milne

Kim Buttery, freelance producer

It’s easy to argue that producers/project managers should be recognised in the same way creatives are. The much more honoured of the two just come up with ideas, whilst we’re the ones who actually bring them to life – and cater to the inevitable changes along the way. Since this is the creative industry though, it’s fair that conceptual talent is more widely celebrated than logistical skills. Appreciation is rewarding too, right?! 

In theory, a little more public acknowledgement would be nice. In reality, the thought of having to stand on an awards stage, or pose in a magazine photo, is closer to anxiety inducing than fun. Something to do with the ‘working-thanklessly’ personality type, or maybe it’s a personal thing, but gushy mentions in thank you speeches, and a name on the credits, are enough bragging rights for me.

Jessica Bell, creative project manager, Seen Displays 

My first knee-jerk reaction to this would be yes of course, and as an example just look at the Oscars – everyone should be commended for their part in the execution. Especially if you are to break it down into finely tuned specific awards such as D&AD.  As these roles are the hidden backbone for many great projects  - it makes complete sense.

Following on from this as much as I agree wholeheartedly with the above – in reality how can you quantify a production / management away from the physical project?  It instantly becomes very tricky… almost impossible. The management and organisation of a successful project – design taken beautifully and seamlessly through to a production should, if done well slip smoothly under the radar. Thinking alongside this I would say my argument for a change to the awards would be they should be judged as a team effort for the final result.  Including the creative, account and project management individuals for each category they then should be judged as one.  Awards in our industry could easily reflect this and (hopefully) any good agency when accepting these awards would make sure the whole team behind it is represented and awarded.

About the project: Project managers, account handlers and producers are the unsung heroes of the creative industries, working away behind the scenes making projects happen all the way from pre-pitch to post-delivery. These masters of organisation, diplomacy and juggling are getting their chance in the sun through a series of articles looking at what they do, how they do it and why these roles are inherently vital and creative.

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About the Author

Emily Gosling

Emily joined It’s Nice That as Online Editor in the summer of 2014 after four years at Design Week. She is particularly interested in graphic design, branding and music. After working It's Nice That as both Online Editor and Deputy Editor, Emily left the company in 2016.

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