How divergent beliefs cause account team conflict

An exploratory, qualitative study of leading London and New York advertising agencies suggested that the differing disciplinary perspectives account team professionals bring to the advertising development process may have a deeper basis. Analysis of in-depth interviews suggested that they conceived of their respective roles in terms of implicit models of the consumer. These models were represented through particular epistemologies of consumer knowledge. The contrasting ‘epistemological models’ held by account team professionals were apparent in the differing stances on the role and function of consumer research in advertising development. The paper attempts to substantiate these speculative models with the dual aim of generating insight into the underlying dynamics of account teams and also of contributing to extant work on implicit theory in advertising practice.