I often hear that in-house client relationships can be like walking a fine line of diplomacy, where negotiation can determine the creative direction. Well, I think it’s the creative process that can determine the direction of the relationship.

The Creative Advantage. Having world-class creative makes the managing of client management so much easier—it’s just hard to deny good work. Support your creative team and inspire them to be their best. Account teams that are separated from creatives may find they have more than just a wall between them.

Be A Creative. The formation of ideas and concepts is a powerful way to gain new insights to share with the business. Sit with your creative counterparts, participate in their brainstorming and you may find a fresh perspective to better support your clients.

Be of-Service. In-house account/business knowledge gives us opportunities to be of-service to our clients, as consultative partners. Creative development builds alignment that generates fresh ideas and reveals new ways of looking at things. This creates occasions to share insights with our clients. Keeping this consultative element in mind conveys the value of in-house and affirms our “expertize” in communications. And it’s tougher to argue with experts about the small things like color, layout and font.

We’ve been exploring all aspects of Client Management this month at IHAF. Join us by sharing your comments below, weighing in on Twitter (@IHAForum) or becoming part of our membership community.