Architectural Visualization—Who Controls the Image?

How do we define our roles as visualization artists in the process of creating high-end quality marketing images? Who controls the image? How do you create a productive and inspired process when different design disciplines want to push their own ideas? It's the architect's building, the developer's money, the interior designer's space, the graphic designer's brand-and they all want to push that upon the visualizer's image. How do we as an industry keep control of our work while still working with and within the bounds of the other disciplines involved, while keeping everyone happy with the process and the outcome?