When an account is in trouble

Never go straight to the client

Out of creatives, performance collapsed, budget exhausted: tell the account manager, not the client. The account manager decides what reaches the client and how.

They will pick from options the media buyer often cannot see: testing a different audience, a copy refresh, pulling forward creatives already in production, pitching an upsell, or simply managing the client's expectation for a few weeks.

Going around the account manager leaves them cleaning up a promise they did not make. Do not commit free work, re-edits or extra deliverables to a client without checking with their account manager first.

Who the account manager is

Recorded on the client master list at /clients/master, and on the client's own page. ClickUp also colour-codes by account manager. If it is not obvious, ask rather than guess: the whole point is that the client has one person who speaks to them.

Creative pacing is an escalation you can avoid

Clients pay for creatives separately from the retainer, and the month's allocation is finite. Do not launch everything in week one. Pace across the month, or the account runs out of new creative halfway through and fatigue sets in with nothing left to rotate.

Running out of creatives mid month is a predictable failure, and predictable failures should be raised before they happen, not after.