Magazine article Marketing

Always Allow the Client to Make a Creative Addition

Magazine article Marketing

Always Allow the Client to Make a Creative Addition

Article excerpt

Advertising agencies go to great lengths to present new creative material in a highly finished form based on an impermeable strategy and with a smooth underpinning of irrefutable logic. This is the main reason why so much new creative material is rejected.

The intelligent mind longs to contribute. The intelligent mind will look for flaws and gaps and inconsistencies. And if it fails to find them it will not, as wistful account executives hope, burst into prolonged applause and double the budget. It will first sulk- and then move into destructive mode.

Clients think they want perfect ideas. They don't. Perfect ideas present no opportunity for client contribution. What clients really want are ideas that are on the brink of being perfect; and which, with the slightest of nudges from themselves, will become so. The ideal campaign for a client is the one which prompts them to muse: "Just an idea, Nigel ... but what if the man was to be wearing an eyepatch ...?"

Creative teams (well, good creative teams) instinctively avoid the overly explicit in their own work. They know that people like to decode advertisements; like to arrive at their own conclusions; like to make a personal contribution. Why, then, when presenting to clients, do they forget all that and embark on strident and repetitive hard sell? After all, clients (that is good clients) are also people. They, too, want to contribute.

So when briefed to come up with a strapline for a seasonal showcard, the canny creative team will allow for this. …

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