By Solomon C. Robert
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Extra info for Art of Client Service
The most important thing to remember is that to avoid brief amnesia, and to preempt clients from using the concept presentation to reinvent the strategy, make your client a partner in the development of the brief. ” Then Deliver It T om Nelson, the cofounder and creative director of The Gardner-Nelson Project, says, “In my experience, account people spend too much time talking about partnership and not enough time practicing it. ” Tom is right. Many account people think the best way to help your colleagues is to be a resource to them.
But that takes time and costs money. It’s not always possible, practical, or even desirable. With many clients, showing more than five concepts can be confusing. It also can imply you are surrounding the strategic challenge, rather than solving it. 45 Generally, the right number of concepts to present is three. It’s large enough to provide the client meaningful choice, yet small enough to compel the agency to select only the very best ideas to present. What do you do if your creative team only comes up with one or two ideas?
38 C H A P T E R 12 Always Ask, “Does This Advertising Pass the ‘ S o W h a t ’ Te s t ? ” T he airwaves are filled with ads that, at best, put the viewer to sleep. At worst, they debase the client’s brand, rather than build it. It is not enough for the work to be on strategy; it has to engage consumers and make them want to pay attention. You can’t influence how people think and act with boring advertising. To achieve those results requires advertising driven by a smart, honest, and emotionally true idea.
Art of Client Service by Solomon C. Robert