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How to Be a
Better Client
(so you get the results you want)
Acquiring and working with an advertising
agency is as much about a relationship as it is about on-target
campaigns. If you feel comfortable with your agency and your
agency feels comfortable with you, you're going to see the
results you want. In their book, How to Advertise, Kenneth
Roman and Jane Maas of Ogilvy & Mather list some ways
you as a client can make your ad agency's job easier. Why
would you want to make their job easier? Because easier means
more efficient, and more efficient means less expensive.
1. Be Enthusiastic
"When you like the advertising, let the creative people
know you like it Applause is their staff of life" (p.
152). If you are genuine in your praise, the agency will work
that much harder form you.
2. Cultivate
Honesty
Be honest with your agency, and let them be honest with you.
You aren't creating a mutual admiration society—you're
looking for what works. Egos should be set aside in favor
of finding the best idea.
3. Be Human
Remember that you're dealing with individuals – not
a corporation. Laugh at a funny idea, even if it is off-strategy,
or admit you're not sure what will work best.
4. Be Consistent
"Try to set a consistent direction for your agency to
follow. Every time you change course, you lose some creative
momentum. Tack too often, and you lose the race." (p.
152).
5. Look
for the "Big Idea"
When presented with a new ad or design, don't nitpick the
details. Go for the jugular first. Is the strategy right?
Does it appeal to the right market? Learn to be focused in
the creative meetings, and your advertising will reflect this.
6. Make
the Agency Feel Responsible
Be a leader, not a dictator. Tell them what you think is wrong
and why—not how to fix it.
7. Don't
be Afraid to Ask for Great Advertising
Aiming for greatness involves trying new directions—and
taking risks. Sure, it's safer to go for singles than home
runs. But "playing it safe" isn't always enough
to win the game.
8. Keep
the Creative People Involved In Your Business
Your ad agency wants to know the latest market shares just
as much as you do. Tell them what's happening, good and bad.
Sales figures, consumer letters, a crazy idea from your R&D
department—all can help.
9. Don't
Keep the Creative People From Your Decision Makers
Agency creative people want to receive objectives directly—not
filtered through layers. The best work is done in an atmosphere
of involvement—not isolation.
10. Care
About Being a Client
Creative people do their best work on accounts they like,
for clients they like to work with. Good clients. That doesn't
necessarily mean easy clients. But, behind all great advertising,
there's always a great client.
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