In the world of advertising, agencies will have the creative department structured into teams of two who then report to a higher office. These teams are composed of an Art Director, in charge of the graphics and a Copywriter, responsible for coming up with the print and arrangement of the advertisement. After the creation of an ad, these teams will then have their work reviewed by the Creative Director who decides whether or not it is a viable direction for a campaign to move forward with and present to the client.
A campaign that is liked by the client and is considered successful can have great repercussions for all parties involved. The Art Director and Copywriter are seen having a successful campaign. The Creative Director shows his management and his ability to pick out a good campaign. The agency as a whole gains reputation and respect. In addition, an agency can use their past work to attract new clients.
Because a successful campaign can be so lucrative, often agencies and the creatives are eager to claim responsibility and have their hard worked recognized. Most times, however, the agency reaps the recognition reward, while the Art Director, Copywriter, and Creative Director are just internally recognized. In this case, the agency has more of the marbles than the three who worked on the campaign.
The author writes, "If the Democrats really want to get moral psychology working for them, I suggest that they focus less on distributive fairness — which is about whether everyone got what they deserved — and more on procedural fairness—which is about whether honest, open and impartial procedures were used to decide who got what." In the ad agency example, it seems like the normal for this sort of hierarchy of recognition to happen. In any office, the manager is going to get more positive recognition from the top than those doing the footwork.
Despite the fact that proper recognition of ideas can be so valuable, team cohesion among the creatives is of the utmost importance. Marbles must be shared at this level. It is important for both the Art Director and the Copywriter to feel invested in the campaign that they're working on. Therefore, the manager has to share some of his marbles with the pair.
The nature of the creative process is such that ideas can strike at anytime, whether in the office or not, which means that the team may not be together. If one member of the team came up with a novel idea while he developed on his own, he may refrain from presenting the wholly formed idea to the other member but instead guide the direction of the conversation towards his idea, ensuring that the other member will also feel responsible and involved with the work. In this way, one team member has pulled his rope and is coaxing the other to pull his. He wants them to reap the marbles, without making it seem like it was his idea to get them in the first place.