En el blog Bow and Arrow, que amé.
THIS CLIENT’S TEN WORST FEARS
1. THAT MY AGENCY WILL THINK TOO CONVENTIONALLY. The only way I’m going to steal market share from any competitive brand is to be the disruptive voice in the category, offering a surprisingly fresh and delightfully different alternative to the status quo.
2. THAT MY AGENCY IS DISINTEGRATED. There is nothing worse than a group of people pretending to work together, when it’s obvious one hand doesn’t know what the other hand is doing. There should be no separate creative and media process; they must literally be one.
3. THAT MY AGENCY VALUES THEIR CREATIVE REEL MORE THAN MY BUSINESS RESULTS. If I don’t get the results I need from this agency, I have no choice but to find another one that can deliver the results my bosses expect me to deliver for them (remember, I have clients, too).
4. THAT MY CREATIVE DIRECTORS ARE PRIMA DON AND PRIMA DONNA. They think they are brilliant and I am stupid, so they don’t allow me to collaborate with them during the creative development process. Instead, they present me with one creative idea on a platter — take it or leave it — rather than involve me in their early conceptual ideas where together we can create the best possible convergence of art and commerce.
5. THAT MY MEDIA DIRECTOR IS MS. COOKIE CUTTER. Hmm, this media plan looks strangely similar to last year’s media plan which is not good, because human beings are continually inventing new ways to consume content in unexpected places.
6. THAT MY ACCOUNT DIRECTOR IS A REALLY GREAT HOST. I don’t need to be hosted; I need to be strategically and proactively led by someone scary-smart and instinctive enough to anticipate what we should do next. So please spare me the free lunch (that I’m paying for) and give me some of your brilliant brain cells instead.
7. THAT MY ACCOUNT PLANNER IS ACTUALLY A RESEARCH DIRECTOR. I need to understand the soul of my prospective customer, and souls don’t have percentages or pie charts
8. THAT THE AGENCY FINANCE PERSON WHOM I’VE NEVER MET IS ACTUALLY RUNNING THE SHOW OVER THERE. I’ve worked with some wonderful finance people and what makes them wonderful is that they are continually striving to understand the qualitative side of how agencies build successful client relationships; these relationships are never built on numbers, spreadsheets, or net payment terms.
9. THAT MY AGENCY SAYS IT NURTURES, GROWS, AND TRAINS ITS YOUNGER PEOPLE, BUT NOT SO MUCH. So when one of the senior agency people on my business leaves the agency, there is no one who already understands the nuances of my business to step into that role naturally.
10. THAT MY AGENCY WILL SECRETLY LIKE ANOTHER CLIENT MORE THAN ME. Please don’t cheat on me because, if you do, I’ll know.