December 8, 2016

Only the brave

In the advertising business, either traditional, digital or somewhere in between, every so often you come up with an idea that you know will be amazing. So you do everything in your power to convince your client that it will be brilliant. You tell them passionately why it answers their brief, why the audience would totally love it, why it would get everyone talking about your product and that it can actually be made. Yet something happens, the client shows a flicker of fear or confusion, they might whisper to each other and you know that something isn’t going quite like you imagined it would. In your mind you pictured the client moved to tears of joy, leaping out of their seat to embrace you as suddenly you’re transport to a stage where you’re receiving that Grand Prix. But instead you’re faced with quizzical faces and a damp squid descends eerily over the meeting. Today that all came rushing back when I saw this project for Lexus featuring a car covered in LED. It’s a year since I presented the very same idea to a client. OK, it’s only advertising. But when you live and breathe this every day it’s heartbreaking to see that another client was brave enough to say yes – let’s do it.

How do you help clients be more brave, to take leaps and try things that have never been done before? Some agencies have a knack for it but then clients for there expecting it from Droga5 or R/GA. For many mere mortal agencies it’s a real challenge. Many clients have limited budgets and want to make sure that your project will get results. When you’re presenting an idea that is innovative there are no prior examples to use as backup. So you have to anticipate the arguments that will come up in the client’s mind. If you’re doing something new with technology try creating a prototype or demo to show something is feasible (this is how we sold another project to the same client which was a huge success). Your client’s priority is not being brave but selling cars, toothpaste, computers or whatever. Put yourself in their shoes and show how bravery can also lead to amazing results. Don’t just expect the client to feel the same way you do.

The fact is, you’ll probably lose more battles than you win. As a creative person you are the one that needs the most bravery. Not to come up with groundbreaking ideas but to see them burn down in front of you – only to come back later and haunt you. So I will leave you with this, another painful episode involving an idea we tried to sell to the same client and failing – then seeing it done a year later.

Grrrrrrrrr