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Will You Add? - What Really Happens When The Client Won't Buy An Idea
Publishing is a fascinating business and the process that goes into the making of books and newspapers is an interesting one. These days, with the world of digital information and the internet upon us, the scope of publishing now also includes websites,
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What really happens when a client won't buy an idea is that there ensues an immediate scramble to find new ways to sell ANYTHING.
It's DEFCON 5 right away for the entire ad agency and its DEFCON 5 in a hurry.
Immediately after bad client meetings where the client refuses to buy ideas, account people are held back in those same conference rooms in which no work was purchased and absolutely scolded by the clients as having not listened. Then the account people scold the creatives telling them that they hadn't listened. Then the creatives start second guessing everything they DIDN'T show the Creative Directors during the creative process.
It's bad.
Here's what happens next. After the clients refuse to buy the ideas, the Creative are sent back to the drawing boards to come up with 'better work.' And by better, really read INTO this next part, I clearly mean work that is more 'sellable.' More clear. More front and center. More sellable. Wink wink. Nod, nod.
Instead of bringing out more and more differentiating creative work to that client, which is how advertising is SUPPOSED TO WORK, the creatives are told (without words of course) to 'dumb things down.' That's right! The dumber the more sellable. The inference is to tone down the ads and make the product 'pop' more. Less fun, more function. And this happens
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Immediately after bad client meetings where the client refuses to buy ideas, account people are held back in those same conference rooms in which no work was purchased and absolutely scolded by the clients as having not listened. Then the account people scold the creatives telling them that they hadn't listened. Then the creatives start second guessing everything they DIDN'T show the Creative Directors during the creative process.
It's bad.
Here's what happens next. After the clients refuse to buy the ideas, the Creative are sent back to the drawing boards to come up with 'better work.' And by better, really read INTO this next part, I clearly mean work that is more 'sellable.' More clear. More front and center. More sellable. Wink wink. Nod, nod.
Instead of bringing out more and more differentiating creative work to that client, which is how advertising is SUPPOSED TO WORK, the creatives are told (without words of course) to 'dumb things down.' That's right! The dumber the more sellable. The inference is to tone down the ads and make the product 'pop' more. Less fun, more function. And this happen
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It's bad.
Here's what happens next. After the clients refuse to buy the ideas, the Creative are sent back to the drawing boards to come up with 'better work.' And by better, really read INTO this next part, I clearly mean work that is more 'sellable.' More clear. More front and center. More sellable. Wink wink. Nod, nod.
Instead of bringing out more and more differentiating creative work to that client, which is how advertising is SUPPOSED TO WORK, the creatives are told (without words of course) to 'dumb things down.' That's right! The dumber the more sellable. The inference is to tone down the ads and make the product 'pop' more. Less fun, more function. And this happen
The basic ISO 9000 procedures include document control procedure, records procedure, internal audit procedure, control of non-conformance procedure, corrective action procedure, and preventive action procedure. Documentation is a basis upon which an ISO
Instead of bringing out more and more differentiating creative work to that client, which is how advertising is SUPPOSED TO WORK, the creatives are told (without words of course) to 'dumb things down.' That's right! The dumber the more sellable. The inference is to tone down the ads and make the product 'pop' more. Less fun, more function. And this happen
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Creatives are 'told' to put more product shots into the commercials, put more product mentions into the radio campaigns and to dramatically increase the size of the products in all the print pieces. And to increase the size of the logos on everything (which I get to in a future article).
So when the client refuses to buy ideas, the agency complies...with much 'safer,' much less creative work.
End of story.
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