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    The Company's Operations Challenge Convention


    Know when to let loose, when to let go. Agencies are dependent on client input. The clearer the direction, the closer the end-product will be to being right. All clients get incredibly articulate when it comes to expressing what they want and what they don't. It's just a matter of when. If the agency gets its way, that direction comes well before the ad is about to appear in every newspaper in the country - not after.

    Like it or not, the advertising can only be as good as the brief. It's better to be exact, even demanding, earlier on and then give your agency enough room to digest, interpret and turn your brief into your advertising. As for reviewing the work, go back to the brief. It's the first indication of whether or not the material you see is right. When at the point where you're willing to sign off, also be willing to fight for it. Some old adage about the camel being a horse designed by committee comes to mind about now.

    Get to know what they're good at, what they're not. A recession is not a good time for an agency to be precious about what kind of work it does. An advertising agency which also has credentials in design, sales promotion, and direct marketing stands not only to gain more business, but also to gain more of that vital but often elusive client confidence. But just as agencies should not oversell their wares, so, too, clients should not feel obliged to ask the agency to provide services at which it isn’t particularly good.

    Let them roam beyond the marketing department. Many years ago I was involved in pitching for an American company. Having won the account, we told the marketing director that we were keen to learn as much about the company's operations as possible, and would soon be conducting marketing audit. When the chairman heard of our intentions, his response was, I believe, like hell! We never learned much about that company, and this was very much reflected in the few ads done for them before parting ways. I walked away from that experience with two important lessons, never mention audits to a financial person and always get access to the other client company departments.

    Let them challenge convention. No matter how much the writer is paid or how many awards the art director has won, it is always surprising to see how comfortable some clients can be in fiddling with creative work, even with no formal training. At first glance, of course the revision is valid. But is it necessary? Will it make the advertisement work any harder? It's often the case that something special in the advertisement work any harder? It's often the case that something special in the advertisement gets lost in the progress.

    It brings to mind that comic routine, something about Leonardo’s patron seeing the Last Supper for the first time and really liking it.... Except perhaps it's supposed to be a supper we need more than bread and wine on the table, and does that red-headed guy have to look so sinister...

    The point is that everybody can form thoughts and convey ideas, but few people can actually do what ads are meant to do: persuade, inform, educate, all the while surrounded by the distracting yelps of the competition. Good ads fit the mould. Better ads smash it.***
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